In Brief

The more people wear the brand's attire, the more they'll be rewarded, thanks to the smart tag-embedded clothing

Tommy Hilfiger is using a new kind of advertising strategy: rewarding its consumers for wearing its clothes. The fashion house is hoping to tap into its client base in order to bring added attention to its new line.

The brand’s new Tommy Jeans Xplore collection is embedded with smart tags that communicate via Bluetooth with the Tommy Hilfiger app to track how long and often the jeans are worn. The time Hilfiger shoppers spend wearing the Xplore clothing directly correlates to how many points they are awarded, incentivizing their wear.

Buying Tommy Jeans Xplore doesn’t automatically opt wearers in to becoming Tommy Hilfiger spokespeople, however. The tags have to be activated and can be shut off at any time if the wearer chooses. The information collected by the smart tags is encrypted and can be managed and deleted by the Xplore wearer so they don’t have to worry about their privacy.

While this is Hilfiger’s first run with this kind of technology, the house wants to assure consumers that its new line is not about data mining—it is about the people who wear the brand’s clothes. Hilfiger instead aims to reward its most loyal customers by giving back every time they put on their favorite Xplore T-shirt or pair of jeans, the smart tag system functioning as a walking testimonial for the Xplore line and a small profit for the Hilfiger fan.

The line is gender inclusive, offering styles for men, women and in unisex styles. Currently, the collection is only available in the U.S., and can be purchased either through the Tommy Hilfiger website or at the 5th avenue flagship in New York City.

Tommy Hilfiger

Tommy Hilfiger is using a new kind of advertising strategy: rewarding its consumers for wearing its clothes. The fashion house is hoping to tap into its client base in order to bring added attention to its new line.

The brand’s new Tommy Jeans Xplore collection is embedded with smart tags that communicate via Bluetooth with the Tommy Hilfiger app to track how long and often the jeans are worn. The time Hilfiger shoppers spend wearing the Xplore clothing directly correlates to how many points they are awarded, incentivizing their wear.