21st century technological advancement has invaded our dear fashion world without permission. Imagine having to be watched by somebody somewhere through our tracksuit? – this is exactly how Tommy Hilfiger is making its latest collection of sweatshirts and tracksuits look like.
The clothing and accessories in Tommy Jeans Xplore line all come equipped with embedded Bluetooth smart chips. Those tags connect with a companion iOS app that tracks when the user is wearing an item and where.
With your clothes monitoring your behaviour as Tommy Hilfiger wants it, customers will be awarded gift cards, concert tickets, discount codes and access to exclusive brand events for wearing the Xplore products. Disconnecting from Tommy, however, means that wearers will be disqualified from receiving rewards and shut out from the Tommy Jeans Xplore community temporarily. Being part of the brand experience comes at the price of being switched on full time.
Liron Slonimsky, chief executive officer and founder of Awear Solutions, commented on the intergrated technology of traceable fashion thus:
“Never before has a brand been able to understand how the consumer truly uses the product after it leaves the store,”