/// / / Tommy Hilfiger Personal Brand Experience / / ///
This report describes the process of creating a roadmap. The roadmap is made to show Tommy Hilfiger how to integrate Artificial Intelligence (AI) within its organization. AI will be used to enhance the brand positioning of Tommy Hilfiger and to develop a personal relation between their customers and the brand.
The goal of the project is to deliver a future vision for the integration of AI in the Tommy Hilfiger company and to create two roadmaps. These roadmaps visualize the innovation pathways and project activities that need to be undertaken to reach the future vision. The first roadmap is a strategic one, the second roadmap is a tactical one.
2017 NOV
Jiun Tyng Dai / Mike van Hamersveld /
Winand van Hasselt / Claudia Mui /
Sebastiaan Mulder / Teodora Todorovic
Trend Research / Value Mapping / Tech-scouting
The company analysis concluded that Tommy Hilfiger is focussing on brand image and establishing themselves as a premium and affordable luxury brand. In the age of online shopping, the retail stores and physical encounters with the brand still account for the brand image and are of major importance as to how the brand is perceived by the public. The online environment is the channel for the largest amount of sales, but the service and experience in retail stores, the physical brand interaction, is there to position the Tommy Hilfiger brand.
The creative trend research gave insight in important societal trends for the consuming public. Personalisation, connectivity and customer data collection are the pillars for the future vision. These show that consumers expect a personalised service and seamless connectivity amongst sales channels. In addition they expect the brand to know their preferences for a more convenient shopping experience.
These societal trends are combined with Tommy Hilfiger’s strategy. Which results in the following future vision “Create Tommy Hilfiger Personal Brand Experience”.
// Technologies and Time Frames /
This future vision is established for 2028, a 10 year time frame. Three stages are introduced. The product-services focusses on creating advanced customer profiles based on the AI technology that’s available for each time frame. This results in an evolution of more advanced customer profiles.
// 1st Horizon 2018-2022 / [ Omnichannel ] Digital customer profile /
The first horizon is about setting up the infrastructure for an omnichannel sales platform for Tommy Hilfiger. Integrating the online personal profile and bringing this information in retail stores will account for a personalised service and boosting in store sales.
This will allow for a start of the omnichannel sales platform and getting the customer base familiar with these new technologies and services. The horizon focusses on establishing and setting up the infrastructure. This is the first step towards a close personal relation between customer and the Tommy Hilfiger brand.
// 2nd Horizon 2022-2024 /
[ Foundation for Personalized Brand Experience ] Movement customer profile /
The second horizon is built on the first horizon, but uses the omnichannel for a personalized brand experience in the retail stores. Geo-tracking people’s movements, by the use of 5G networks, allows retail stores to allocate potential customers near the store. This information can then be combined with the personal profiles of these customers, so the Tommy Hilfiger retail stores can give them location
dependent proposals or offers on clothes that are in stock and they have searched for online. This can remind and stimulate the customers to visit the store along their usual route through the city.
The personalization is key in maintaining the feel of affordable luxury and the more up-market-image of Tommy Hilfiger. In addition a personal experience will help new customers feel connected to the brand.
// 3rd Horizon 2024-2028 /
[ Personal Brand Relation ] Emotional Customer Profile /
The third horizon goes one step further than the second horizon. This horizon displays the future vision for Tommy Hilfiger. New available technologies will help turning the personalized experience into a true personal relation with the Tommy Hilfiger brand.
This will be done by the following product-service concepts. Emotional intelligence will allow the retail stores to gain insight in what people really think. Analyzing software will be able to track emotions and reactions.
The second product-service concept is the clothing tracking. Small body heat powered chips for self-powered wifi or gps modules can be integrated in clothing labels. These chips can provide geo-tracking information, which allows Tommy Hilfiger to see how often someone is wearing a certain piece of clothing.
// Future Vision Scernarios /
Increased sustainability and service, due to personal proposals to trade in clothing pieces for new items. Tommy Hilfiger will be able to analyse how often customers wear their clothing based on micro gps modules in labels. This will give them a better understanding of what the customers like and will improve suggestions they give to customers in the future.
The information of a customer's browsing data will be linked directly to their customer profile. Customer can get tailored personalized deals from Tommy Hilfiger. Advertisements or deals will pop up when the customer are in the vicinity of a store or close by Tommy Hilfiger ads.
Customers will be recognized by their customer profile when they are in shore, which includes what they own of Tommy Hilfiger, their preferences, style, etc. When being physically in store, information through emotional intelligence will also be added to their customer profile. Seeing how the customer responds to certain items or salesmen will allow AI to better suggest and guide them to their perfect outfit in-store.
Tactical Roadmap
This tactical roadmap, has been designed for internal use and planning. It shows market trends, product services, technology applications and resources or partnerships needed in a timeline. This timeline is divided into four sections. The current situation is shown in the first section, the other three sections show the horizons as described earlier.
Visualisations of the product-services are included in each of the horizon sections in the tactical roadmap to clear relations between the product-services and technologies needed for those product-services. The technologies inform the development team about resources needed for the new product-services. Again market trends that connect to the product-services are included, as form of validation.
Strategic Roadmap
The strategic roadmap is designed to communicate plans and the vision to the CEO and senior management of Tommy Hilfiger. The map is an overview of how the business will change and what products are needed to make this happen. Also external resources for the product-services are shown in the map.
There are three horizons, that came from the earlier analysis. On the right the vision for Tommy Hilfiger in 2028 is shown. Per horizon the product-service is plotted, with resources needed shown below the horizon. Above the horizon market trends are plotted as form of validation.
These visualisations are just a summary of the key aspects and projects that are part of Tommy Hilfiger’s strategy for the next 10 years.
Conclusion
The vision that has been set out for Tommy Hilfiger will see them establish their brand positioning strategy for the future by personalizing their services in retail stores.
The roadmap will extend the focus on retail stores that Tommy Hilfiger utilizes to establish their upmarket brand experience. In order to achieve this in the future market landscape, the roadmap focuses on the personalization of services that will create a loyal customer base and continues to prove Tommy Hilfiger as upmarket affordable luxury. This will make them stand out in a crowded market. In addition the roadmap will allow Tommy Hilfiger to stay ahead of competitors in a market that focusses on getting to know customers and predicting their behavior and preferences in order to advertise and sell more efficiently.
The next ten years will see Tommy Hilfiger expand their customer knowledge with the use of AI based technologies and put them to use in their retail stores. First focussing on the integration of browsing, social media and purchase data to better predict and improve in store advice. Second, adding geo-tracking and augmented reality to further improve the personalized service in the retail stores and make it more convenient for customers to motivate them to shop at the physical store. Third, the emotional data will be added to truly get to know the customers. This will boost the personalization possibilities and the in store services. So, because of new technological possibilities in these three stages, the customer profiles will evolve and be more precise and elaborate.
The customer is used by Tommy Hilfiger to get to know their customers. This will result in personalized services that will result in a personal relation between customer and brand. These services will be linked to retail stores to enhance Tommy Hilfiger brand positioning of affordable luxury and the upmarket feel. Helping Tommy Hilfiger to stand out as a brand and create a loyal customer base for the future.