Taking a cue from Pokémon Go, Tommy Hilfiger is introducing a new rewards system in which customers can earn points for wearing its clothes at specific locations.
The new line of smart clothing, Tommy Jeans XPLORE, features clothing items that contain an embedded Awear Solutions’ Bluetooth low-energy smart chip. When paired with the company’s XPLORE iOS app, the chip will track when and how often customers wear the brand.
XPLORE wearers can rack up points just from having the items on as long as they are in Bluetooth range. But they will also be encouraged to engage in challenges while wearing the clothes, like collecting “Tommy Hearts” at specific, real-life locations on an in-app map.
The chips themselves do not acquire or gather any information about the consumer, according to the company. The Xplore app gathers information about usage while the product is used, the same way other apps gather information while their products are used. But users do have the option to opt out and turn the chips off.
Earned points can be redeemed for gift cards, signed merchandise, Live Nation ConcertCash, and #TOMMYNOW runway show passes, according to the company. Perhaps Tommy Hilfiger is exploring an alternative to influencer marketing. As long as customers buy one of the items in the collection, they, too, can be a brand ambassador. The more they wear the clothes, the more perks they get.
Spanning men’s, women’s, and unisex collections, XPLORE includes T-shirts, sweatshirts, hoodies, jeans and jackets. The prices are consistent with Tommy Hilfiger’s original lines, with products ranging from $29 to $139. XPLORE is only available in the U.S. via Tommy Hilfiger’s website and the company’s flagship store on Fifth Avenue in New York.