TOMMYNOW SNAP

Background

Tommy Hilfiger referred to its seasonal fashion show as an "innovation incubator", an opportunity to create new experiences for its customers by mixing digital technology with entertainment.

In September 2017, Tommy Hilfiger continued its democratisation of the catwalk by harnessing the power of augmented reality (AR).

Idea

TOMMYNOW SNAP was a 3D image-recognition app which harnessed AR in order to take the consumer on a complete 360-degree shopping journey.

All the customer had to do was point her phone at a blank surface to see the models in 3D parading the clothes on her own private catwalk in her kitchen or living room. She could select from the Fall 2017 Collection or the TommyxGigi range, created with Gigi Hadid. Favourite looks could be stored and then shared on Facebook or Instagram and then bought with a couple of taps from tommyhilfiger.com.

The app was a 360-degree offering, so users could use image recognition to pull up any of the pieces from the TommyNow show and link directly to the website.

Results

Over a third of those who downloaded the app visited the website for the first time.

In addition, app users spent more than double the average time on the website using additional content such as videos and social media feeds.

Our Thoughts

It's hard not to disagree with Tommy Hilfiger himself, who said "AR has now moved from the experimental to the essential."

Certainly it's true of the fashion industry, where fashionistas demand instant gratification and expect brands to deliver amazing new experiences.

And this is amazing. The really impressive part of the campaign, though, is that behind this whizzy use of AR there is also a click-to-buy function on Facebook, Instagram, Snapchat, Twitter and Pinterest and a chatbot on Facebook Messenger, TMY.Girl and TMY.BOY, offering personal styling advice.

In terms of how to use social media to brilliant effect, Tommy Hilfiger is way out front.