Artificial intelligence is expanding in all directions, and that includes the observation in all the categories of people’s lives, previously we weren’t this closely watched, yet now even our clothes are monitoring instruments of your behaviour. Wonder where it will all end, well let’s see how it started in clothing. One of those was Tommy Hilfiger, who has just expanded its line of Tommy Jeans, and it now includes a sub-division that is tech-focused, it is called Tommy Jeans Xplore.
Tommy Jeans Xplore
Every accessory, hoodie or Demin style has now been embedded with a low-energy smart tag, Awear Solutions’ Bluetooth that connects the clothing products to an iOS app, it acts as a pointing platform that incentivises. For wearing these connected clothing, customers are to receive gift cards, access to exclusive brands, concert tickets, discount codes and US Tommy Jeans outposts.
It’s never been possible for any brand to track or understand what the consumer truly used their product or item for once it leaves the store was the comment Liron Slonimsky offered when asked about the Awear Solutions. This is all in aid of companies wanting to connect with the community that wears its items or more often seen as highly-engaged brand ambassadors. Thwarted by the fact that the new smart tag won’t go deep into the experience of the human wearing it. The iOS app still won’t understand what the wearer of the item is feeling or thinking aside from responding to classical conditions.
Uncertainty Surrounding Consumer Willingness
Obviously, there still is uncertainty about whether customers will relinquish their personal data control to Mommy Jeans by wearing the Xplore items. The question is would Tommy Hilfiger then have full authority to share the data globally with other brand divisions? Breaches such as the Facebook Cambridge Analytica comes to mind when one thinks of trust breaches, even when it is still challenging to quantify a pair of gig tickets against the inclusion of the data engine of a fashion powerhouse.
Personal safety and privacy are afforded by encryption and the ability to disable tracking via the app. But for disconnecting from Tommy Hilfiger it would mean the wearer disqualify from getting awards, is shut out from the Xplore community as this brand experience are preserved for those who won’t mind being switched on all the time.
Barriers continue to be broken down by AI advancements, and between fashion slaves and the company, the buzzword is trackable fashion, what the rest of us might call this is more in the line of traceable clothing items. But then again in the never-ending quest for newness, the hope that is left is that the industry will rather focus on the main transparency crises it faces in sustainability. Would you be one of the brand ambassadors that wears the new Tommy Hilfiger Xplore items to earn rewards?