January 14, 2018 | Written by: Avery Baker
Categorized: AI | Artificial Intelligence | IBM Research
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At Tommy Hilfiger, we have always been industry pioneers and driven by our vision to break conventions. We are constantly seeking new ways to evolve and respond to our consumer’s expectations. In this age of newness, it’s more important than ever to evolve and deliver on the instant gratification that consumers are looking for.
Two years ago, we had the unique opportunity to bridge the gap between the runway and the consumer and pave the way for the future of retail. In September 2016, we launched #TOMMYNOW, a “see-now-buy-now” model that shortens the typical 18-month production process into just six months, and built an experiential runway show around the product, creating content and engagement with our physical and virtual consumers.
With this approach we created a seamless connection between runway and retail. As a result, we’ve seen growth in our retail and e-commerce performance and a significant increase in engagement on our social channels.
Taking our innovative spirit further, we partnered with IBM and the Fashion Institute of Technology on the Reimagine Retail project to explore how artificial intelligence (AI) can identify upcoming trends faster than industry insiders to enhance the design process. The goal was to equip the next generation of retail leaders with new skills, and bring informed inspiration to their designs with the help of AI.
Using IBM Research AI tools and an extensive library of Tommy Hilfiger product and runway images, the students were able to create forward-looking designs in line with our brand aesthetic. These designs incorporated patterns, colors, silhouettes and styles, all of which were generated by AI.
Among the final designs created by the students is a plaid tech jacket made with advanced color changing fibers that responds to AI analysis of voice and social media feeds. The design will use eco-friendly materials and also demonstrates what the future of product customization could be.
As a brand, we are always pushing the boundaries of what’s possible through innovation and disruption. These young designers truly embody this spirit by showcasing the successful integration of fashion, technology and science.