PVH Group’s Tommy Hilfiger brand will incorporate 3D design technology into all global apparel design teams at its Amsterdam headquarters.
Its Spring 2022 apparel collections will be the first to be fully designed using Tommy Hilfiger’s 3D design technology platform, building on the company’s target to digitise its end-to-end value chain.
“The potential of 3D design technology is limitless, allowing us to meet consumer needs faster and in a more sustainable way,” said Tommy Hilfiger Global and PVH Europe CEO Daniel Grieder.
“The technology has become a fundamental tool in our collection design and has the potential to significantly accelerate our speed to market and replace traditional product photography entirely. For our Fall 2020 season, our men’s dress shirts will be 100 per cent 3D designed and require no sample production; the difference will be almost indistinguishable from styles designed and presented historically. This is the future.”
In order to realise its 3D design goal, Tommy Hilfiger has founded a tech incubator called Stitch, dedicated to digitising the company’s design practices. Since 2017, teams of software engineers, 3D design technology experts, and transformation specialists have developed an ecosystem of proprietary tools that enable a fully digital design workflow. This includes a digital fabric, pattern and color asset library; digital 3D presentation tools and rendering technology. Transforming traditional design and sample production steps into virtual processes allows for faster timelines and seamless integration into digital showrooms.
Scaling 3D design technology across Tommy Hilfiger’s apparel collections follows two years of targeted pilots that have connected the design platform to the brand’s digital showroom. In autumn next year, Tommy Hilfiger will launch a capsule collection designed, developed and sold digitally, including products modelled on virtual avatars. The initiative is the next step in uncovering the full potential of sample reduction, time savings, cost savings and sustainability by leveraging 3D design.
Associates in more than 50 per cent of the apparel divisions located at Tommy Hilfiger’s global headquarters have been trained and educated in 3D design technology through the Stitch Academy, with the technology active in 20 product groups and counting. Moving forward, all Tommy Hilfiger product teams will receive 3D design training and upskilling as standard, including designers, patternmakers, fit technicians, product developers, and merchandisers.