Purple umbrellas creating a pattern for IBM's NRF booth in 2018..
IBM WATSON x Tommy Hilfiger

We TEAMED UP with researchers and marketing leaders from IBM Watson
The collaboration was on behalf of Tommy Hilfiger; it explored how the brand might use artificial intelligence (AI) to improve decision making and enhance experiences across the entire fashion value chain. The high-caliber project demonstrated by the FIT team was showcased in the IBM booth at the National Retail Federation's (NRF) annual convention in 2018.
Watch the Case
Study Video [CC]
Photo of a boy looking through a telescope.
REIMAGINE RETAIL
FIT faculty and students collaborated to explore how AI can improve decision making in design, manufacturing and retail, on behalf of iconic lifestyle brand Tommy Hilfiger.

Our 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 & Patty Baker School of Business & Technology.
Photo of the plaid tech jacket, featured at the IBM booth in 2018.
APPLYING 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 is expected to be commercially available in the near future.
The Solar active dress displayed at the IBM booth at NRF in 2018.
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 AI tools: Color Trend Analysis and Silhouette Analysis. The software referenced the past 3 years of Tommy's catalog images.
Digital 3D Product Prototypes
T-Shirt design virtual prototype on a turntable.  Design by Grace McCarty.
Photo of a hand touching a screen with the index finger.
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 consumer.

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
A twitter post connecting Tommy Hilfiger with K-Pop.
IMPACT OF SOCIAL MEDIA LISTENING
The 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.

The social media findings identified interesting and unexpected marketing opportunities for the Tommy brand that were integrated into the enhanced interactive mirror.
TEam MEmbers
IBM Participants
Carree Syrek
Erin Mcelroy
Hui Wu
Ian Vollmer
Katie Leasor
Vikas Raykar
FIT Faculty Participants
Andy Liu (Fashion Design)
Christine Pomeranz (Int. Trade and Marketing)
Min Zhu (Textile Development and Marketing)

FIT Student Participants
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)