Tommy Hilfiger has launched Tommy Jeans Xplore, a line of smart chip-enabled clothing that rewards consumers for each wear. In doing so, it is gamifying an experience for its brand fans and ambassadors with immediate rewards, which include discounts and exclusive experiences.
Items in the collection each have an embedded bluetooth low-energy smart tag provided by Israel-based Awear Solutions, which connects the physical product to a dedicated Tommy Jeans Xplore app. Once activated, the app acts as a direct line of communication to the consumer and based on a points system, allows the user to receive rewards and experiences in real time, based on garment wear.
“We’ve always been at the forefront of digital innovation, using technology to deliver what our customers are looking for – unique experiences and instant gratification,” said designer Tommy Hilfiger to WWD. “Tommy Jeans Xplore is the next evolution of our vision, reaching consumers where they are and inviting them to be a part of the brand experience.”
Rewards include concert tickets through a partnership with Live Nation and exclusive access to the brand and its events, such as visits to the Tommy Archives and invites to its runway shows. Users can also redeem product discounts or convert their earned points into monetary donations to charities.
The line, which is currently available only in the US, consists of 23 items of clothing across women’s, men’s and unisex designs. This includes hoodies, t-shirts and accessories such as a crossbody bag and a backpack.
Tommy Hilfiger has made strides in establishing itself as an industry innovator investigating how to personalize engagement with its young, digitally-savvy audience across the board. Last year’s launch of a shoppable image recognition app during its LA runway show demonstrated the brand’s commitment to inserting digital moments at every consumer touchpoint.
Engaging with consumers through technology, among other innovations, was the main topic of discussion by Tommy Hilfiger and chief brand officer Avery Baker at this year’s British Fashion Council fashion forum, curated and produced by TheCurrent. Stay tuned for an upcoming TheCurrent Innovators podcast episode with Baker, which will be recorded live in New York City in August.