Slyce Agency based in Italy was asked a year ago to create a customized visual recognition app for Tommy Hilfiger’s Tommyland fashion show in Venice Beach February 8, 2017.
And it truly nailed it. The app allows the user to buy Tommy Hilfiger items from outdoor billboards, from stores and also from fashion shows just by scanning them.
This is a real novelty, indeed: to be able to buy the look directly from the catwalk, as soon as the users see the outfits on the fashion shows or in a pop-up shop.
The agency built a customized Tommyland app supported on both iOS and Android.
The other functionality is the integrated visual search. Activated both 2D (event signage and billboards) and 3D (looks on the runway), pop-up shop merchandise, UGC. It also was created the “List Building” functionality so users could snap and save the looks they want to purchase.
The app allows identification of items on the billboards and worn by the models on the catwalk through total recognition technology.
The snapped images should be accurate in various lighting conditions and from a variety of angles and distances. It was created a direct path to Tommy Hilfiger’s eCommerce platform when a customer selected a saved look. It should also be mentioned that the transition to the purchase flow is seamless.
The app was a real success. Event guests had over 200 scans of outfits, items, and signage around Tommyland. The image recognition provided better than 93% accuracy on results for 3D and 100% accuracy for 2D and Video.
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