IBM WATSON x Tommy Hilfiger

FIT Students and faculty worked with researchers and marketing leaders from IBM's Watson team.
The collaboration was on behalf of Tommy Hilfiger and explored how they might use AI to improve decision making and enhance experiences across the entire fashion value chain. As a result of the high caliber work demonstrated by the FIT team, the project was showcased in the IBM booth at NRF 2018.
Watch the Case Study Video
REIMAGINE RETAIL
FIT faculty and students, working in the FIT/Infor DTech Lab, collaborated to explore how Artificial Intelligence can improve decision making in design, manufacturing and retail, on behalf of iconic lifestyle brand Tommy HilfigerOur team consisted of research scientists, consultants and marketing leaders from IBM, executives from PVH and Tommy Hilfiger as well as faculty and students from FIT’s School of Art & Design and FIT’s Jay and Patty Baker School of Business & Technology.
APPLYING THE AI:
PLAID TECH JACKET
The plaid panel, made up of the brand’s key colors, is completely removable, making it easy to wash and convertible into a casual color blocked rain jacket, consistent with Tommy Jeans style and market.The removable panel is made from color changing fiber and includes a processor to handle communication and control. The incorporated advanced technology, such as color changing fabric are expected to be commercially available in the near future.
SOLAR  ACTIVE ™ DRESS
The A-line dress utilizes solar color changing materials on the shoulder straps with garment color determined by a color trend analysis.The analysis uses trending dress colors provided by IBM’s Color Trend Analysis and Silhouette Analysis. The software referred the past 3 years of Tommy catalog images.
Digital 3D Product Prototypes
ENHANCED INTERACTIVE MIRROR
Business and marketing students developed ideas that utilized cognitive tools to generate innovative ideas leveraging AI to optimize production and create a closer relationship between the brand and the customer.
Using voice cognition to enhance shopping experience
Developing targeted + cross promotions to optimize Inventory
Enabling buying by influencer, integrated with social media fashion ordering
Available on a mobile app and in-store
IMPACT OF SOCIAL MEDIA LISTENING
The business and marketing team, began with a broad analysis of the brand’s voice. Then, using IBM’s Social Media Listening Tool, looked at the occurrences of conversations by male and female K-Pop artists mentioning Tommy Hilfiger and other brand specific words in the US/ UK plus the major markets across Asia.This identified interesting and unexpected marketing opportunities for the Tommy that were integrated into the enhanced interactive mirror.
TEam MEmbers
Student Team
Aishwarya Misha (Marketing)
Emma Burekhovich (3D Team)
Eun Im (Supply Chain)
Gabriela Kim (Marketing)
Grace McCarty (Fashion Design)
Indy Lau (Marketing)
Jaimie Tyrrell (Supply Chain)
Jillian Oderwald (Supply Chain)
Lucy Chen (3D Team)
Luis Hernandez-Bermejo (Fashion Design)
Nathan Sjoholm (Supply Chain)
Sabiha Bhuiyan (Marketing)
Stephanie Hutton (3D Team)
Stefka de Ruiter (Fashion Design)
Taehwa Eun (Fashion Design)
FIT Faculty Team
Andy Liu (Fashion Design)
Christine Pomeranz (Int. Trade and Marketing)
Min Zhu (Textile Development and Marketing)

IBM Team
Erin Mcelroy
Hui Wu
Ian Vollmer
Kate Leasor
Vikas Raykar