Technology Rocks the Runway

In light of the shift from conventional brick-and-mortar stores, retailers are promoting a fulfilling user experience as a way to lure back shoppers. In other words, the age-old trend of swiftly walking in and out of a store has transformed itself into a completely reinvented affair that aims to hook consumers. Companies are feeling the pressure to not only innovate their products, but also the way they are purchased. Let’s take a look at a company trying to adapt in “the age of experience” to revive their sales.

Tommy Hilfiger

Tommy Hilfiger is looking to technology in order to renew millennials’ interest in the iconic ‘90s fashion brand. Macy’s, once a retail store empire and the primary source for 30 percent of Tommy Hilfiger’s revenue in the U.S., is closing 100 locations due to dwindling sales. As a result of this drastic hit, Tommy Hilfiger’s in-store sales sank nearly 11 percent in North America during the most recently reported quarter. Did the retail brand waiver its efforts? Not quite. Instead, the fashion brand has recognized the importance of technology, specifically within e-commerce, in order to adapt. Evoking customer interest hasn’t been too difficult, though. This month, Tommy Hilfiger brand Chief Avery Baker introduced three new ideas to boost sales:

  1. Tommy Hilfiger’s newest Spring 2017 collection was revealed next to a Southern California beach, rather than their go-to New York venue.
  1. Baker invited 200 regular Tommy Hilfiger shoppers. For the first time, consumer guests (2,000) have outnumbered trade professionals (~ 1,000) in the audience.
  1. The brand released a Tommyland image-recognition app for show-goers which identifies runway items in still and moving images. These 3D runway images identify the clothing and direct consumers to tommy.com.

As a result of these three simple changes, 15 styles were sold out online within 24 hours. Avery Baker has finally recognized the importance of utilizing technology, digital marketing, and brand ambassadors; “We are living in an age where there is demand and expectations of instant gratification and immediate access.” In fact, her efforts are paying off, even throughout the Macy’s debacle.

Dassault Systèmes

Tommy Hilfiger’s changes to the way the company’s consumers go shopping have close ties to Dassault Systèmes’ mission. In line with this evolving user trend, Dassault Systèmes’  just announced three new industry solution experiences and the enhancement of its current portfolio based on the 3DEXPERIENCE platform for the consumer goods and retail industry. It now sets the stage for a unified digital environment that improves and accelerates the end-to-end business processes behind a company’s collections. Dassault Systèmes’ three new industry solution experiences include:

  1. “My Design”: Covers the full process from creative design to industrialization and commercialization.
  1. “My Production”: Covers the end-to-end manufacturing needs of consumer goods companies. Brands can identify and organize production based on customer requirements and plant availability and capacity.
  1. “My Operations”: Delivers intelligent planning solutions for end-to-end operations optimization, from demand to delivery tailored to the Consumer Goods and Retail industry.

As the staple brand for 3D design and simulation, Dassault Systèmes 3DEXPERIENCE platform targets a solution for all major and minor issues that come along with the Product Lifecycle process in order to help clients align themselves with the demand to improve the user experience. To learn more, check out this week’s press release.

Rebecca Shpektor

Rebecca is a currently a senior at Boston University majoring in public relations and mass communications. She loves creative writing, binge watching episodes of Black Mirror while cuddling with her Pomsky puppy, and eating sushi in excessive amounts. One day, she hopes to explore every country.

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