STORES Magazine - January 2018 - 41

n TECHNOLOGY

Reimagining a Classic
"See Now, Buy Now" helps lead the Tommy Hilfiger Group through brand invigoration
by LAURI GIESEN

E

xecutives at the Tommy Hilfiger
Group had an idea: Wouldn't it be
great if people attending a fashion show
could see something they liked on the
runway and immediately buy it?
Meanwhile, executives at the
visual-search firm Slyce had a technology:
Rather than having customers type in
descriptions of products they want to
buy, they could submit a snapshot of
what they want, and the Slyce software
would match up the image with a
product for sale.
TommyNow "See Now, Buy Now"
is the combined result. Once people at
a fashion show take photos of men's,
women's and children's outfits they like,
Slyce's software recognizes the outfits and
accessories and matches them up with
products in stores and online. Customers
can order desired items before the show is
even over.
The app was launched last spring
at the Venice, Calif., "Tommyland"
fashion show that accompanied the
launch of the Gigi Hadid fashion line.
It has since evolved to include all global

STORES.ORG

Tommy Hilfiger collections and is now
available to customers in the United States,
United Kingdom and 10 other European
countries.
This fall, the "See Now, Buy Now" app
was expanded to make purchases available
through the brand's global wholesale
network and own retail channels, tommy.
com, social media, shoppable livestream
and chatbots. Installations of the app have
increased nearly 300 percent since last
season, according to company executives.
INSPIRING INNOVATION
The Tommy Hilfiger Group is
reinvigorating the iconic brand through

a host of technological innovations
such as TommyNow and an
artificial-intelligence-based conversational
chatbot for Facebook Messenger. Founder
and principal designer Tommy Hilfiger
will discuss how the company is using
retail innovations like visual search at
NRF 2018: Retail's Big Show in New
York this month.
"Season after season, TommyNow acts
as an innovation incubator, breaking
all the rules and disrupting the fashion
industry with new, authentic experiences
for consumers around the world," the
company says in a release.
For Slyce, this is just one of the more
innovative ways to create visual product
searches. "Tommy Hilfiger came to us
with an idea that had never been done
before," says Ted Mann, Slyce's chief
executive. "It was an out-of-the-box idea
to let people snap photos at a runway and
then get a shopping list of every item the
model is wearing."
And if showgoers don't want to make
immediate purchases - if they want to
mull over whether to buy the item or
STORES January 2018 41


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - January 2018

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
Retail People
Disruption Is the New Normal in Retail
20 Ideas Worth Stealing
Drug Store Cowboy
C2W
TECHNOLOGY
WORKFORCE MANAGEMENT
OMNICHANNEL
AI
MARKETING
FINANCE
BUSINESS OPERATIONS
STARTUP SPOTLIGHT
SECURITY
HUMAN RESOURCES
POV
Communities
End Cap
STORES Magazine - January 2018 - intro
STORES Magazine - January 2018 - cover1
STORES Magazine - January 2018 - cover2
STORES Magazine - January 2018 - 3
STORES Magazine - January 2018 - 4
STORES Magazine - January 2018 - 5
STORES Magazine - January 2018 - Editor’s Page
STORES Magazine - January 2018 - 7
STORES Magazine - January 2018 - President’s Page
STORES Magazine - January 2018 - 9
STORES Magazine - January 2018 - 10
STORES Magazine - January 2018 - 11
STORES Magazine - January 2018 - Retail Politics
STORES Magazine - January 2018 - NRF News
STORES Magazine - January 2018 - TRENDS
STORES Magazine - January 2018 - 15
STORES Magazine - January 2018 - 16
STORES Magazine - January 2018 - 17
STORES Magazine - January 2018 - 18
STORES Magazine - January 2018 - 19
STORES Magazine - January 2018 - Retail People
STORES Magazine - January 2018 - 21
STORES Magazine - January 2018 - Disruption Is the New Normal in Retail
STORES Magazine - January 2018 - 23
STORES Magazine - January 2018 - 24
STORES Magazine - January 2018 - 25
STORES Magazine - January 2018 - 20 Ideas Worth Stealing
STORES Magazine - January 2018 - 27
STORES Magazine - January 2018 - 28
STORES Magazine - January 2018 - 29
STORES Magazine - January 2018 - 30
STORES Magazine - January 2018 - 31
STORES Magazine - January 2018 - 32
STORES Magazine - January 2018 - 33
STORES Magazine - January 2018 - 34
STORES Magazine - January 2018 - 35
STORES Magazine - January 2018 - Drug Store Cowboy
STORES Magazine - January 2018 - 37
STORES Magazine - January 2018 - 38
STORES Magazine - January 2018 - 39
STORES Magazine - January 2018 - C2W
STORES Magazine - January 2018 - TECHNOLOGY
STORES Magazine - January 2018 - 42
STORES Magazine - January 2018 - 43
STORES Magazine - January 2018 - WORKFORCE MANAGEMENT
STORES Magazine - January 2018 - 45
STORES Magazine - January 2018 - OMNICHANNEL
STORES Magazine - January 2018 - 47
STORES Magazine - January 2018 - AI
STORES Magazine - January 2018 - 49
STORES Magazine - January 2018 - MARKETING
STORES Magazine - January 2018 - 51
STORES Magazine - January 2018 - FINANCE
STORES Magazine - January 2018 - 53
STORES Magazine - January 2018 - BUSINESS OPERATIONS
STORES Magazine - January 2018 - 55
STORES Magazine - January 2018 - STARTUP SPOTLIGHT
STORES Magazine - January 2018 - 57
STORES Magazine - January 2018 - SECURITY
STORES Magazine - January 2018 - 59
STORES Magazine - January 2018 - 60
STORES Magazine - January 2018 - HUMAN RESOURCES
STORES Magazine - January 2018 - 62
STORES Magazine - January 2018 - 63
STORES Magazine - January 2018 - POV
STORES Magazine - January 2018 - Communities
STORES Magazine - January 2018 - End Cap
STORES Magazine - January 2018 - cover3
STORES Magazine - January 2018 - cover4
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