Tapestry and Adobe have teamed up to use digital twins into the design room.
Digital twins are virtual replicas of physical products, created by inputting text and photos that get converted into images. For companies such as Tapestry, the parent of Coach, Kate Spade New York and Stuart Weitzman, virtual replicas aid in the design process, in digital marketing and in consumer research. They speed the process of product development, detect design flaws to trigger adjustments, are used for focus groups and to help brands create fewer physical samples.
Tapestry “trained” Adobe Firefly to ingest different “Coach codes,” which are design components such as the hang tag or nuances around materials and hardware. This means that when text prompts are used to generate a new digital twin, the image will match the brand’s identity, eliminating potential trademark issues.
“The team had a breakthrough moment where an initial test of their Firefly Custom Model produced tailored digital twins that accurately mirrored products already seen on store shelves,” Adobe said in a statement. “It was a big unlock that allows Tapestry to scale a critical internal service — allowing teams to better ideate and deliver products that resonate.”
Asked if any products created with the help of digital twins have been available to shoppers so far, Camara replied through an email: “Yes. Our Tapestry digital product creation team has been developing digital twins to create, make and sell our products. This is true across our brands — Coach, Kate Spade and Stuart Weitzman — and product categories. Today, we use 3D modeling software and Adobe Substance to create and visualize our digital twins.
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