“The company hasn’t actually innovated here. At best, it’s a loyalty program requiring customers to overspend in order to join,” it said.
Technology blog networkEngadgetasked about privacy: “How much data do the tags and app send to Tommy Hilfiger, for example? And how much control do you have over that data, especially if you decide to bow out?”
Tommy Hilfiger is the latest fashion brand to dabble in smart clothing, which has had something of a chequered history.
In 2017, Google partnered with Levi’s to launch a high-tech smart jacket that connected to a wearer’s phone, enabling them to start or stop music, get directions or read text messages.
The price tag was hefty at $360 and the item could only be washed 10 times to preserve the embedded technology.