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.
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.
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.
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
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
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.
IBM Participants Carree Syrek Erin Mcelroy Hui Wu Ian Vollmer Katie Leasor Vikas Raykar
FIT Faculty Andy Liu Fashion Design Christine Pomeranz Int. Trade and Marketing Min Zhu Textile Development and Marketing
FIT Student Participants Marketing Team Aishwarya Misha Gabriela Kim Indy Lau Sabiha Bhuiyan
3D Team Emma Burekhovich Lucy Chen Stephanie Hutton
Supply Chain Team Eun Im Jaimie Tyrrell Jillian Oderwald Nathan Sjoholm Fashion Design Team Grace McCarty Luis Hernandez-Bermejo Stefka de Ruiter Taehwa Eun