Today's digital adoption sees luxury brands delving into the world of wearable tech to develop products that are both fashionable and functional.
Today’s digital adoption sees luxury brands delving into the world of wearable tech to develop products that are both fashionable and functional.Fashion and technology are two different spheres that have been brought together when the first calculator watch was introduced in the mid 1970s. Since then, wearable technology has only been growing, entering not only the accessories sector but clothing and footwear.
A more recent example, Gucci’s foray into the tech world sees them collaborating with Oura, a smart ring brand that’s managed to find a market of more than 300,000 wearers to date because of its impressive tech. Gucci X Oura monitors a number of metrics — including heart rate, body temperature, oxygen levels and movement — to calculate three daily scores: Sleep, Activity and Readiness. It’s a comprehensive health consultant packaged into a device the size and shape of a standard wedding band.
Nike’s Chief Talent Scout, Michael Leming states that “With aesthetics being as important as the devices these days, tech execs are hiring fashion powerhouses in the hopes that their new partners will bring their taste with them. Leaders have to be more broadly skilled than before: they have to be able to respond to a customer base that wants tech and fashion in one package.”The mindset of technology and fashion fusing is not an uncommon one.
One thing is for sure, we have a lot to look forward to in terms of wearable tech. No matter the fashion-tech collaboration, there is a simple theme to bring the product to market: design for the user. It’s not enough to be fashionable or technically savvy, consumers want both.
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