Tommy Hilfiger Marks Milestone by Moving E-Commerce Fulfillment from 3PL to In-House — Retail Technology Innovation Hub

To the metaverse

Last year, Tommy Hilfiger unveiled a new metaverse platform, powered by Emperia, that will be available simultaneously on Decentraland, Roblox, Spatial, DressX, and Ready Player Me, as part of the brand’s presence at Decentraland Metaverse Fashion Week 2023.

The focus is on digital fashion powered by DressX technology, a collaboration between Web3 artist Vinnie Hagar, augmented reality features, a photo booth, gamification, emojis, and a community competition to create AI-powered fashion, all housed in a monolithic structure with the “TH” monogram that will appear across all platforms.

The goal was to create a unified digital brand story while enabling seamless movement between a retailer’s own website and different metaworlds.

Emperia tracked user activity within the hub, providing insight into user journeys and engagement with various metaverse experiences.

The centre also showcased four exclusive, select products, led by the Tommy Hilfiger Varsity Jacket, presented in a variety of aesthetics across all platforms and available for purchase in two different forms: physical, linked to the brand’s e-commerce; and digital, linked to the DressX platform.

The jacket could be purchased in a physical version via the Emperia store, while the Ready Player Me platform offered a digital version that could be used in various games and environments.

“We continue to change the face of virtual commerce, push the boundaries and support retailers on their e-commerce journey,” says Olga Dogadkina, Co-Founder and CEO of Emperia,

“Our collaboration with Tommy Hilfiger and PVH Group signals that the industry is moving toward a collaborative effort to leverage the unique capabilities and capabilities of each technology provider under the Emperia virtual environments umbrella, connecting end-to-end solutions while enhancing and streamlining the user experience and creating an entirely new digital retail experience that reduces friction and encourages deeper brand engagement and increased shopper loyalty.”