Last year, Tommy Hilfiger unveiled a new apparel line that promised to enhance customer loyalty in a unique style.

Every item in the Tommy Jeans Xplore range – which incorporated over 20 offerings, from men’s sweatshirts and hoodies to jackets and skirts for women – came equipped with a unique “smart” tag that enabled a buyer to accumulate rewards points in exchange for simply wearing the product.

More specifically, each tag was powered by Bluetooth, a technology that allows for the transfer of data over short distances. By “pairing” the smart label with a branded smartphone app, the wearer could enroll in a rewards program and immediately start working towards grabbing free concert tickets, attending a fashion show, or making a charitable donation.