Tommy Hilfiger flags milestone as fashion brand shifts e-commerce fulfilment from 3PL to back in-house

Tommy Hilfiger’s North American operations has moved its e-commerce fulfilment from a 3PL to back in-house.

In a LinkedIn post, Sophia Hwang-Judiesch, President, North America at Tommy Hilfiger, said: “I wanted to share an important milestone for our business that isn’t as obvious as a new store opening but is equally as important. We moved our e-commerce fulfilment from a 3PL to back in-house.”

She added: ““I am sure a lot of you have done this and it is not an easy feat to do it and not disrupt the customer experience.”

“But this team is doing just that. They are nimble, responsive and care so much about what they do. To see our distribution and operation teams in action this week makes me want to work that much harder for them.”

In to the metaverse

Tommy Hilfiger last year unveiled a new metaverse hub, powered by Emperia, launching simultaneously on Decentraland, Roblox, Spatial, DressX and Ready Player Me, as part of the brand’s Decentraland Metaverse Fashion Week 2023 presence.

Featuring DressX powered digital fashion, Web3 artist collaboration with Vinnie Hagar, AR features, photo booth, gamification, emotes and a community focused competition to create AI fashion, the hub was set in a monolith structure made of the ‘TH’ monogram, which will appear across all platforms.

The aim was to create a unified digital brand story, while allowing for seamless movement between the retailer’s own website and the various metaverses.

Emperia tracked in-hub user activity, allowing insight on user journey and engagement across the different metaverse experiences.

The hub also offered four exclusive selected items, led by the Tommy Hilfiger Varsity Jacket, presented in different aesthetic representations across all platforms and available for sale in two different forms: physical - connected to the brand’s e-commerce; and digital - connected to the DressX platform.

The jacket was available for sale in physical form via the Emperia hub, while the Ready Player Me platform was offering the digital version, which could be used in various games and environments.

“We are continuing to change the face of virtual retail, pushing the envelope and supporting retailers along their e-commerce transition journey.” saud Olga Dogadkina, Co-founder and CEO, Emperia,

“Our work with Tommy Hilfiger and the PVH Group signals the industry’s movement towards collaboration, with the idea of leveraging each technology vendor’s own unique traits and capabilities, under the umbrella of Emperia’s virtual environments, connecting all solutions end-to-end, while enhancing and streamlining user experience and creating a brand new digital retail environment which decreases usage friction and encourages a deeper brand engagement and increased shopper loyalty.”