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Entering the metaverse with Tommy Hilfiger Brazil

Client: Tommy Hilfiger Brazil
Region: Brazil
Industry: Customer products

Working with Capgemini, Tommy Hilfiger Brazil takes luxury fashion to the metaverse for its national sales convention and upcoming designs

Client Challenge: Tommy Hilfiger Brazil wanted to host their national sales convention on a fully digital ecosystem in order to improve customer engagement and drive sales for the upcoming season’s main trends and designs
Solution: The retailer worked with Capgemini’s AIE Sao Paolo along with the Consumer Products and Retail (CPR) team to develop the digital ecosystem from scratch, including everything from identifying the right platform to managing the event in the metaverse

  • Improved customer experience based on a modern platform
  • Greater awareness of the upcoming season’s trends and designs among clients and media
  • Accelerated sales with personalized consumer journey

The fashion retail industry is known to be an early adopter when it comes to new trends and new tech. So it’s no surprise that brands are leaping at the opportunity to make their mark in the metaverse. For Tommy Hilfiger Brazil, the 2022 national sales convention presented the perfect opportunity to foray into the digital landscape.

With only two weeks to develop an ecosystem, the company wanted to identify a partner that could support a rapid development and release. To this end, Tommy Hilfiger Brazil engaged Capgemini to work in sync with its own team to establish objectives and build the entire universe for the convention from scratch before launching on the day of the sales event.

Taking on the metaverse one stitch at a time

​To start the project, the AIE Sao Paolo team first defined Spatial as the platform it would use for the initiative. This addressed the major requirements of hosting a large number of users simultaneously, making the ecosystem accessible without prior software installation, and ensuring user-friendliness for the general public. Then the partners began building a universe that possessed the brand’s signature and values. The project team developed the concept, 3D environment modelling, and platform setup among other visual aspects, all using Tommy Hilfiger Brazil’s main flagships from around the world.

“Building this environment in partnership with a client who truly believes in innovation, understands the experimental nature, and accepts new challenges and risks generates good prospects for advances in the use of technologies to boost our partners’ businesses and generate new connections with their audiences”, says Tharso Vieira, head of practical innovation at Capgemini.

Sustaining virtual innovation

Despite the intense rush, the event itself was a roaring success. As a result, the number of people interested and attending far exceeded the room limit, therefore spilling over to the live stream on YouTube. The metaverse experience led to increased engagement with their consumers and a direct connect to Tommy Hilfiger Brazil’s upcoming trends and designs. This demonstrated the value of the metaverse as a brand-new avatar for one of the most popular luxury fashion retailers globally.

For those willing to experiment and remain agile, the possibilities seem virtually endless. Eventually, to further meet the demand for more unique and high-value virtual customer experiences, the retail industry, as shown by Tommy Hilfiger Brazil, must realize its potential to move beyond fashion shows, showrooms, and in-game apparel purchases.

“It is essential to walk side-by-side with technological developments. Globally, Tommy Hilfiger has always been betting on disruptive initiatives in the digital world.” Paulo Matos, Director at Tommy Hilfiger Brazil.

After demonstrating the value of this innovative new element of the digital experience, Tommy Hilfiger Brazil is now poised to find new ways in which it can utilize technology to engage with customers and provide an exciting journey.