The RETAIL PROJECT EXPLORES the FIT fashion brand AND the impacts of Technology CONSIDERING the entire fashion value chain
Over the past 2 semesters the FIT DTech Lab has been collaborating with students from the School of Art and Design and the School of Business and Technology on an innovative project to develop and launch an FIT fashion brand that is marketed and retailed by FIT students.
The project’s goal is to create a “living laboratory” that explores the impact of emerging technology on design, manufacturing, retail fashion apparel and accessories. For our initial launch we have developed two lines of apparel; a high-fashion line in addition to a line of basics that coordinate with the fashion line. The theme for the design phase of the project “Wearable Avant-Garde”. We are partnering with innovative on-demand manufacturers based in the US, to execute the designs.
High Fashion Line
High-fashion line
Basic Fashion line
Basic-fashion line
Marketing
We are now preparing to organize the marketing and retail phases of the project. We plan to leverage advanced technologies and innovative strategies for marketing and marketing communications to be integrated into the development of this new fashion brand.
Outcome
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
FIT Advertising Communication Marketing Cole Ackerman Meghan Johnson Sophie Barton FIT Fashion Design Ayla Lang Danielle Christ Daryn Huang James Linacre Jayanti Tiwari Jessica Wasmuth Kevin Kuang Stephanie Hutton Seojung Choi Vika Chuzhina
FIT Faculty Fashion Design Andy Liu Leonard Bess Todd Blumenthal Tetsuo Tamanaha
Advertising Communication Marketing Jean Marc Rejaud
