Design
Roadmap
Tommy Hilfiger
for
A Short Intro
The future implementation of A.I. within the day-to-day operations at Tommy Hilfiger has the potential to vastly improve and enrich the company’s product offerings, fashion innovations, and the overall development of the business.
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Digital innovation has been increasingly important in the fashion industry. Research of technological developments will offer Tommy Hilfiger concrete assistance in understanding what sort of company it will be in the next decade(s).
Our Vision For Tommy Hilfiger
We want Tommy Hilfiger to become the front leaderin fashioninnovation usingAI technologies to enable customers to express their individuality by offering new ways of experiencing fashion and exploring the possibilities of Quantified Self while incorporating the strategic business application of AI.
tactical roadmap
Let's Break It Down
Our roadmaps feature three succeeding horizons to create Tommy Hilfiger’s future vision.
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After analyzing the timelines of the most promising A.I. development companies around the globe, as well as some examples of Tommy Hilfiger’s direct competitors, we concluded that an adequate time pace for our roadmap horizons would be as follows: the first horizon placed two years from now (2019), the second horizon five years from now (2022), and the third horizon at fifteen years from now (2032).
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Before entering the three horizons, I would like to show you how the research was done by the team. Firstly, To execute the creative trend research thoroughly, elements of research methods Trend Views and Trend Patterns (Simonse, 2017) were used to discover future trends regarding A.I., Tommy Hilfiger, and fashion in general.
Credit : DRM6
To ensure a roadmap’s trueness and relevance in the long term, it should be based on technologies that will be significant in the (near) future. To discover these new technologies, decisions should be made based on proper and relevant research. First, the potential and possibilities of A.I. were researched. Secondly, by scouting new technologies, opportunities for a strong strategic proposition emerged that will be valuable in the roadmap.
Credit : DRM6
1st Horizon
Changing Conventional Couture
This name of the horizon is based on the idea that A.I. (in the form of Machine Learning) and other technologies will cause a tremendous change inside ‘conventional couture’ during the next two years. As Deep Learning is still in development during this stage, the main focus for this scenario would be Machine Learning (already developed) applied to Tommy’s physical stores, web experience interaction, and wearable developments.
Credit : DRM6
2nd Horizon
Framing Interactive Fashion
This horizon’s name is based on the idea that fashion will become more dynamic and interactive, e.g. the offline (and online) store experience would change as Deep Learning techniques will be fully developing during this horizon.
The three main focus points for this scenario is to apply Deep Learning to Tommy’s physical stores that would then become fashion consultancy boutiques, to focus on creating a highly personalised online interaction, and to introduce next-gen wearables that become increasingly integrated into clothing.
Credit : DRM6
3rd Horizon
Designing Data-Driven Lifestyle
The third horizon will feature a completely new context based on a “data-driven economy”. Data has been the core of A.I. during the past two horizons, however, we envision that its relevance would grow exponentially during this horizon.
The main focus for this horizon is to apply this newly developed General A.I. to Tommy’s evolved fashion consultancy boutiques, fully personalised online interaction and the rise of completely integrated smart wearables into fabrics.
Credit : DRM6
How can the top management team implement this strategy
A strategic roadmap is developed in order to convince senior management to commit to and invest in a new strategy, in this case adopting A.I. Senior management has to approve of the concept and issue the requested resources but does not have much time for communication. The following roadmap provides them with an overview that is quick to comprehend in facilitating strategic decision making.
strategic roadmap
Strategic Decision Making
In every horizon, Tommy Hilfiger has to make crucial research and development investments in order to become the front leader in fashion innovation. Key developments in the market, consumer values, and new technologies are divided into the three main focus points in our vision: personalisation, business efficiency and quantified self.
personalisation
Personalisation is a trend which is already widely appreciated by consumers. The customer will gain influence in the designing stage of clothing through A.I. platforms. The ability to change (parts of) Tommy designs to own personal taste and having new channels will bring about new user experiences. This movement will rise rapidly in the very near future, horizon 1, as the customers are ready for it, and many of the needed technologies are currently being developed.
business efficiency
A.I. will automate many processes within Tommy Hilfiger. This means fewer human errors and more efficient resource allocation. All processes will speed up following machine learning technology advancements, and company visions, previously conceived as impossible, may come progressively within reach. This will cause a steady rise throughout all horizons in business efficiency, as deep learning systems will completely reshape company logistic systems.
quantified self
The movement of quantified self discussed before will benefit from the use of A.I., as it relies so heavily on the compatibility of smart systems and the subsequent innovation opportunities that arise. However, as the technologies behind quantified self require a lot of research and investments, Tommy Hilfiger should already start now by researching the required technologies. Then, when the market is ready, Tommy will emerge in horizon 3 as the front leader in fashion innovation.
Many Thanks to DRM6:
Rebekka Lennings
Maxime Jacobs
Mario Sosa Hidalgo
Alex Veenstra
Zoë Vos