The fight for sales is now firmly in the digital sphere and Tommy Hilfiger has embraced technology and is rolling out virtual reality headsets in his stores, first in New York, and then London, Paris, Zurich and Moscow.

Tommy Hilfiger

Putting on a Samunsg GearVR headset, shoppers will be transported to the front row of the brand's fall runway show. It's an immersive 360 degree environment complete with other spectators.

"Through virtual reality, we're now able to bring our one-of-a-kind fashion show to the retail setting," said Tommy Hilfiger. "From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment — it's a compelling and interesting elevation of the traditional shopping experience."

Tommy Hilfiger

Shopping with a dose of entertainment. What could be better?