Tommy Hilfiger’s partnership with visual search technology developer, Slyce, on an image recognition app for its LA show last month, resulted in an uptick around first time visitors to its website.
Over one third of users to the SNAP:SHOP app, which allowed consumers to instantly shop items from the show the moment the models hit the runway, had never before been to Tommy.com.
While there are no stats around overall traffic numbers to the app or website (which could be small given the barrier to download new apps), consumers who did use it, also spent more than double the average time then browsing the e-commerce site, as well as interacting with additional show content such as videos and social media feeds.
“We already know that the #1 most popular thing people do at fashion events is take photos of the models,” said Ted Mann, CEO of Slyce. “What Tommy Hilfiger realised is that this could be a natural way to unlock a magical shopping experience. Using Slyce’s visual search technology, the SNAP:SHOP app that Tommy Hilfiger created instantly turns a photo of a model into a wish-list of all the items in their look. It’s one of the coolest use cases for image recognition in retail we’ve ever seen.”
Indeed, all the user had to do was take a photograph of the pieces being shown, and the 3D image recognition technology would lead to the relevant e-commerce page on Tommy.com. The app is able to pick up apparel and footwear either from users’ images taken, moving images of the models as they were walking, from actual products in-store, or 2D images such as ad placements and editorial shots.
The main aim was to bring shoppability closer to the runway as part of the brand’s see-now, buy-now strategy, which launched last September.
“TOMMYNOW is an incubator for innovative technologies,” said Tommy Hilfiger. “Our leadership in democratising the runway and pioneering instant gratification runway shows has driven our passion for finding new ways to engage, involve and empower consumers to take part in these experiences. For February, we pushed the boundaries even further to connect with our global consumers in a way that reflects how they live and shop today.”
That idea of instant gratification saw all looks from the show immediately available to purchase across all sales channels in more than 70 countries.