Online shopping may be convenient, but customers always run the risk of buying clothes sight unseen. As a result, many of us will have unworn purchases hanging in our wardrobes, often with the tags still attached.

Fashion label Tommy Hilfiger believes it may have found a way of addressing this, by incentivising its customers to wear their latest purchases. Its new clothing line, Tommy Jeans Xplore, contains smart-chip technology capable of tracking how often the items are worn, which allows the brand to offer customers rewards such as gift certificates and concert tickets if they wear items often enough.

Using this technology to collect rich and accurate information on the location and habits of its customer is a smart move on the part of Tommy Hilfiger, which can use the data to inform its ongoing sales and marketing operations. The long-term consumer benefits are yet unclear, though, and questions linger over the issue of consumer privacy.

Read the full article in Essential Retail where data protection & privacy partner Anita Bapat talks about the importance of privacy in keeping track of the latest fashion.

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