Tommy Hilfiger has raised its red, white and blue flag in the middle of Paris Fashion Week with its first French flagship.
The 5,200-square-foot Paris unit, which opens today at 368 Rue Saint Honoré, is the brand’s first freestanding retail foray into France, where it hopes its tailored fashions, classic sportswear and iconic American style will strike a chord with its growing European clientele. The firm, now based in Amsterdam, also recently opened flagships in Florence and Milan.
Saint Honoré is proving to be a coveted location for American fashion brands. Brooks Brothers opened its flagship just down the block earlier this month.
“There is a certain quality level required for a difficult and demanding European market,” said Michael Arts, European vice president of brand management at Tommy Hilfiger. “The stores in Europe are less logo-oriented. We strive to enhance the silhouette and the simplicity of quality.”
The two-level unit exudes a New York-loft feeling, with ultrathin oak-wood paneled floors, leather bookshelf-like display units, soaring tin-plated ceilings and a winding brushed-steel and slate staircase, which descends to the women’s department. Black-and-white photographs of New York and vintage advertising posters underline the Americana vibe.
“But it wouldn’t be a Paris store without a bit of Parisian elegance,” Arts noted. Antique display units, Napoleonic love seats and an imposing glass chandelier add a touch of European elegance, while cozy waiting areas with colossal couches in the women’s department offer a soft touch.
The women’s apparel range includes pique polo shirts priced at 55 euros, or $70 at current exchange; cashmere sweaters priced from 180 euros to 250 euros, or $229.50 to $318.75, and more tailored looks for a quality-conscious European shoppers: fitted blazers made in Italy for 605 euros, or $771, and a cashmere coat for 890 euros, or $1,134.
“Our goal is to make a strong statement in the women’s business in Europe,” said Arts. The denim corner is also expected to lure shoppers. Arts noted the store’s elaborate accessories area will likely be a draw as well.
The French flagship is expected to generate some 3.36 million euros, or $4.3 million, in sales in the first year.
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Arts said a flagship is set to open its doors on London’s Regent Street before the end of the year.