In February, Tommy Hilfiger became the first brand to launch 3D image recognition commerce on the runway, introducing an instant way to shop the TOMMYNOW catwalk. Via the custom branded TOMMYLAND SNAP:SHOP app designed in partnership with top visual search technology developer, Slyce, consumers can shop from photos of 3D moving images, such as models walking the runway, or 2D images such as ad placements allowing for even greater accessibility to the collection for consumers at the show, and those tuning in via live stream around the world.
With rapid increases in image search queries and over three billion photos shared on mobile apps every day, image recognition commerce has incredible potential to transform how consumers search and shop for the looks they love.
TOMMYNOW is an incubator for innovative technologies and our leadership in democratizing the runway and pioneering instant gratification runway shows fuels our passion for finding new ways to engage, involve and empower consumers to take part in these experiences. In February, we pushed the boundaries even further to connect with global consumers in a way that reflects how they live and shop today. Taking photos of models is already one of the most popular things the audience do at fashion shows and leveraging Slyce's visual search technology, the TOMMYLAND SNAP:SHOP app was an organic way to unlock a magical shopping experience by instantly turning a photo of a model into a wish-list of all the items in their look.
• Consumer downloads free TH branded app in iOS App Store -> Search for TOMMYNOW SNAP.
• Consumer opens app where they will see a short description of how to use and then click 'get
started'.
• This will take consumer to their camera view where they can snap pictures of the looks (Note:
Consumers must agree to terms of use & privacy policy).
• While consumer snaps photos the app will be generating a list of all product featured.
• Once done snapping the consumer can view the list and click on items they are interested to
purchase, they will be taken to Tommy.com to complete purchase.
• Consumer can explore the #popular, my favorites, AR, and tommy flag tabs.
• All images will be saved to consumers' photos on their phone.
• Consumers can pull images in from their photos as well.
Supporting the Tommy Hilfiger brand's global business strategy to attract new consumers to its womenswear collections, over one third of app users were first time visitors to tommy.com. Consumers using the TOMMYLAND SNAP:SHOP app spent more than double the average time browsing the website and interacting with additional show content such as videos and social media feeds.
