FIT, Tommy Hilfiger, and IBM collaborate with AI

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Design by: Grace McCarty

Artificial intelligence is transforming all industries and the recent partnership of the Fashion Institute of Technology (FIT), Tommy Hilfiger, and IBM is a prime example of the possibilities. I am at NRF 2018 and IBM is showcasing this partnership at their booth #1922.

The design incorporates a special thread embedded in a futuristic, removable plaid panel with IBM’s Watson’s Tone Analyzer. It can then respond in near real-time to the sentiment in a customer’s social media accounts. Read more about the process and what Grace did to create this remarkable jacket. This is a really good example where artificial intelligence augments designers in the creativity process.

Taking our innovative spirit further, we partnered with IBM and the Fashion Institute of Technology on the Reimagine Retail project to explore how artificial intelligence (AI) can identify upcoming trends faster than industry insiders to enhance the design process. The goal was to equip the next generation of retail leaders with new skills, and bring informed inspiration to their designs with the help of AI. – link

To learn more about what Tommy Hilfiger did you can visit booth #1922 if you are at NRF or you can read this article that goes into detail the process Grace and FIT took in creating this jarket or you can read this blog post by Avery Baker, CBO, Tommy Hilfigerfor, a shorter version.

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Great example of a customer dialog activity!

I went on to Tommy Hilfiger’s site and I instantly got this splash screen:

I love their products and getting 20% off for simply registering is a great idea to me! I went ahead and registered and sure enough a little bit later in the Balfe household I get an email to verify my email address and account with a coupon code!

So how did they do this? Well, I don’t know exactly how they did it but I can pretty much guess.

First, they set up a flash advertisement on the site for unauthenticated customers to show the “Register Now” page. This is a pretty basic rule and easy to accomplish using the tooling. Once the customer registers, there is an event (a trigger) that is sent to the commerce system that a dialog activity can catch. Here is a basic flow of a dialog activity that sends an email when a customer registers (link to InfoCenter):

Email Templates can be used to have generic emails with key fields and advertisements put into a template. Below is a sample email template from the Madisons Starter store. Notice the “Insert Content” button where you can select from a range of fields and content like First Name, Last Name, Link, Content Spot, E-Marketing Spot, and Promotion.

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The coupon model they most likely used was a coupon set up for 20% and a redemption count of “one”. Here is a sample promotion image cut out from the Management Center showing some of the options for redemption:

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Dialog activities are a powerful feature and you have the flexibility to use the many built in triggers or create your own triggers.  From the Info Center, here is a list of the current out of the box triggers for dialog activities:

Trigger What triggers the activity to start or continue

Trigger: WaitWait

A specific period of time has elapsed.

Example: Wait for two weeks and then continue the activity.

Trigger: Customer RegistersCustomer Registers

A customer successfully registers with your store.

Trigger: Customer Places OrderCustomer Places Order

A customer places an order with your store.

Trigger: Customer Participates in Social CommerceCustomer Participates in Social Commerce

Introduced in Feature Pack 3 This trigger is enhanced to provide more options.

A customer has participated in any social commerce activity on your site.

Example: A customer has done any of the following things at least three times:

  • Posted a product review or comment, or rated a product
  • Posted a blog entry or comment, or rated a blog entry
  • Uploaded a photo

Introduced in Feature Pack 3 A customer has participated in any social commerce activity, or a specific activity, on your site. 
Example: A customer has created a product review with at least a three-star rating in the Televisions category.

Trigger: Customer Abandons Shopping CartCustomer Abandons Shopping Cart

A customer has placed something in the shopping cart and has not checked out within the number of days you specify.

Example: A customer has abandoned a shopping cart for three days.

Trigger: Customer Is In SegmentCustomer Is In Segment

A customer belongs to a customer segment you specify on the day the activity runs.

Example: The customer belongs to the Preferred Customer customer segment.

Trigger: Customer Celebrates BirthdayCustomer Celebrates Birthday

A customer is celebrating his or her birthday in the number of days you specify, or today.

Example: The customer is celebrating a birthday in 7 days.

Introduced in Feature Pack 1

Trigger: Wait for EventWait for Event

A custom event that the triggers listed in this table do not support.


  • A customer adds an item to a wish list
  • A customer clicks a custom link on a store page
Introduced in Feature Pack 2

Trigger: Customer SearchesCustomer Searches

A customer searches in the store.

Example: The customer searches multiple times for the same product.

Introduced in Feature Pack 2

Recurring Order EventRecurring Order Event

A customer has triggered a recurring order event.


  • A customer orders a recurring order
  • A customer cancels a recurring order
  • A customer’s recurring order is about to expire or has already expired
Introduced in Feature Pack 2

Subscription EventSubscription Event

A customer has triggered a subscription event.


  • A customer orders a subscription
  • A customer cancels a subscription
  • A customer’s subscription is about to expire
  • A customer’s subscription has already expired
Introduced in Feature Pack 3

Trigger: Customer Checks Out With Promotion Customer Checks Out With Promotion

A customer checks out with a specific promotion applied to the order.

Example: A customer checks out with the Furniture Blowout promotion applied to the order.

Feature Pack 4 or later

Trigger: Customer Checks In Customer Checks In

A customer checks in to a specific point of interest or region using a mobile device.

Example: A customer enters a brick-and-mortar store, and then uses a mobile phone to “check in” and see what the current store promotions are.