The fashion powerhouse, Tommy Hilfiger has launched a new line of clothing implanted with smart Bluetooth chips that link to a mobile brand app, and allow wearers to earn rewards points as they move among different locations.

How does this work?

Each item under the Xplore collection has an embedded Awear Solutions’ Bluetooth low energy smart tag.  Users have to activate the smart tag using an iOS Tommy Jeans Xplore app.

Once activated consumers are incentivized with a points system which allows them to unlock rewards. Points are based on how often the garment is worn and they can be redeemed for goods and VIP experiences, such as gift cards, signed march, pieces from the Tommy Hilfiger archives and more.

Campaigns like these re-emphasize the growth of Bluetooth and proximity marketing in retail industry.

The growth of Bluetooth wearables

Global shipments of Bluetooth equipped wearables and devices are forecast to amount to around 70.02 million units by the end of 2018. Not just Tommy Hilfiger, other fashion brands like, The North Face and Levi’s have experimented with ways to incorporate Bluetooth technology into their products as consumers become more familiar with wearable tech, particularly fitness trackers and smartwatches that are continually adding new mobile features.

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