Amsterdam – The brand has announced plans to digitise its entire design process.
By 2021, 3D design technology will be incorporated into all global apparel design teams at Tommy Hilfiger’s headquarters in Amsterdam. To enable a fully digital design workflow, the brand has developed an eco-system of tools, including a digital fabric, pattern and colour asset library, digital 3D presentation tools and rendering technology. Together, these will transform all design and sample production steps into virtual processes.
‘The potential of 3D design is limitless, allowing us to meet consumer needs faster and in a more sustainable way,’ says Daniel Grieder, CEO of Tommy Hilfiger Global and its parent company PVH Europe. ‘The technology has become a fundamental tool in our collection design and has the potential to significantly accelerate our speed to market.’
As we explore in our Immaterial Fashion macrotrend, digitisation offers brands an opportunity to streamline their production processes and curb overconsumption.