Tommy Hilfiger launches smart clothing line that rewards you for wearing it often

Tommy Hilfiger is the latest label to jump on the smart clothing bandwagon. However, instead of making clothes that help wearers track their vital signs or sports performance, the brand chose to use the technology as part of a loyalty program.

Yesterday the company launched Tommy Jeans Xplore, a new capsule collection available only in the United States. Powered with smart-chip embedded technology, it allows wearers to pair their items with the company’s Xplore iOS app, using Bluetooth. Once paired, the app will track how many times the items are worn.

Basically, consumers will be rewarded for being brand ambassadors: the more they wear Tommy’s smart clothing, the more points they earn. Points can then be exchanged for a series of exclusive perks, including discounts, products, gift cards and experiences such as VIP tickets to the brand’s fashion show.

Available on Tommy’s US website and at the brand’s flagship store in New York, the collection features 23 items, including jackets, sweatshirts, jeans and T-shirts. “All of your must-have Tommy Jeans favorites with smart chip technology”, summarizes the brand on its US website, inviting shoppers to "connect, xplore, score". Prices range from 29.50 US dollars to 129.50 US dollars.

Photo: Tommy Hilfiger website