Tommy Hilfiger launches smart chip-enabled Tommy Jeans Xplore

By

Cassidy Mantor

Published
Jul 27, 2018

Tommy Hilfiger has launched Tommy Jeans Xplore, a line of smart chip-enabled pieces that reward you with points when you wear them. The points are redeemable for gift cards, signed product and exclusive pieces.

The Xplore line includes all standard Tommy Jeans men's and women's staples such as tees, fleeces, denim jackets, jeans, hats and bags embedded with low-energy Bluetooth sensors in the tags. Once paired with the Xplore iOS app, users get points for completing tasks such as wearing a piece a certain number of times.

Unlike other Bluetooth-enabled smart clothes that track health metrics, the Tommy Jeans line is a unique take on a loyalty program. There is also a game in the associated app where users can collect heart-shaped branded icons through the app's map. Once users amass enough points, they can redeem them for prizes such as Live Nation concert dollars, exclusive signed merchandise, and Tommy Hilfiger runway show passes.

On the PVH-owned brand's website, Tommy Hilfiger describes the line as "all of your must-have Tommy Jeans favorites with smart chip technology," saying that it meets the consumer's demand for instant gratification and unique experiences, inviting customers to "connect, xplore, score.”

The corporate goal of the line is to create a "micro-community" of brand ambassadors in a marketing drive that looks to be the evolution of Hilfiger's strategy when it first started blasting the brand's oversized flag logo across its heritage product decades ago.

The line is available both at the Tommy Hilfiger 5th Avenue flagship and online. Price points range from just under $30 for a baseball hat to $140 for a jacket.