Tommy Hilfiger moves to design its clothes 100% digitally

Tommy Hilfiger is set to roll out 3D design technology to all of its design teams “allowing us to meet consumer needs faster and in a more sustainable way”.

3D design technology will be incorporated into all of its design operations across its headquarters in Amsterdam, as the retailer aims to make as many of its products exist exclusively as 3D designs until they’re physically manufactured for sale.

READ MORE: Zalando trialling AI-powered 3D sizing tech to reduce returns

To mark the major shift towards technology in its supply chain, Tommy Hilfiger will launch a Fall 2020 capsule collection designed, developed and sold entirely digitally.

“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,” chief executive Daniel Grieder said.

“For our Fall 2020 season, our men’s dress shirts will be 100% 3D designed and require no sample production; the difference will be almost indistinguishable from styles designed and presented historically. This is the future.”

This comes as the fashion retailer launches a tech incubator, dubbed “Stitch” aimed at further developing the digitalisation of Tommy Hilfiger’s design practices, and around 50 per cent of design staff have already been trained in 3D design through the Stitch Academy.

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