Tommy Hilfiger reimagines digital fashion with AI-powered recommendations, inspiring shoppers and boosting engagement

Tommy Hilfiger is known for its modern American style, offering preppy clothing and accessories for every occasion. Seeking to translate its signature in store styling experience to digital, the brand partnered with Jewel ML.

Challenge: With a vast catalog spanning apparel, footwear and accessories, Tommy Hilfiger wanted to help shoppers effortlessly build complete looks online. Traditional recommendation widgets were generic and often missed opportunities to inspire customers with complementary pieces.

Solution: Jewel ML’s AI‑powered recommendation engine was integrated across the site to surface relevant products in real time. Shoppers exploring a polo shirt were shown matching chinos, jackets and accessories, while search results and carousels adapted to individual preferences. Merchandising teams gained new insights to curate collections that resonated with customers.

Impact: The personalized discovery journey encouraged customers to explore more of the assortment, add complementary items to their baskets and move confidently from browsing to purchasing. The uplift in average order value and conversion rates demonstrated how intelligent recommendations could elevate the digital shopping experience without revealing confidential numbers.

Looking ahead: Tommy Hilfiger plans to expand the use of Jewel ML’s platform across additional categories and digital touchpoints, continuing to inspire shoppers with thoughtfully curated ensembles.

‍