Tommy Hilfiger launches a new line of smart clothing

Tommy Hilfiger has always been a cutting-edge brand in digital innovation, looking for innovative technologies to offer its customers unique experiences and instant gratification.

The next evolution of this strategy? Tommy Jeans Xplore, a new line of clothing that uses built-in Bluetooth smart tags, connected to the company's iOS app, to provide "prizes and unique experiences" to buyers.

The collections contains a series of T-shirts, sweatshirts with crew-neck or hood, on which is integrated a technology that detects the time of use of clothes. Based on this time, the user will receive points that will be, later, redeemable for the purchase of new clothing and other benefits such as concert tickets, fashion shows or a visit to Tommy Archives.

Customers will accept that their privacy is violated, even if the company ensures that the data collected will be encrypted and users will be able to disable monitoring via the app if they wish, to have only some advantages in return? The issue has never been more relevant. 

At the moment, Tommy Hilfiger's initiative is available only in the USA on the brand's website and at its flagship store in New York.