Wearables have been getting a lot of attention lately – from the Google Glass to Apple Watch to Jawbone and FitBit. Intel will soon be joining these brands in offering a wearable bracelet. While the actual functionalities have yet to be disclosed, Intel has partnered with the luxe boutique, Opening Ceremony, which is known for its carefully curated unique merchandise from up and coming designers. The result is a beautiful, snakeskin bracelet that doesn’t have the traditional tech semiotics of a wearable.
This is a great move on Intel’s part, knowing that the cold, non-stylish appearance of wearables in the marketplace is a huge barrier to accessibility. And Intel is not alone in their approach. It seems to be the route that a few tech companies are taking with FitBit and Tory Burch, and Google Glass and DVF, or even if you look at the design of the new Apple watch, which is less traditional techy looking and more stylish in appearance.
It’s interesting to see how tech and fashion is positioning wearables at the intersection of form and function. It’s definitely a hook that will appeal to a certain segment of the population. Consumer insights will play a significant role in unpacking more hooks, particularly the more implicit and emotional thoughts, feelings, associations and ultimately motivations consumers have surrounding wearables to encourage mainstream adoption. The partnerships between fashion names and tech demonstrate how quickly wearables will soon be a more integral part of everyday life. This is great news for researchers as we have more tools to gather data and connect with consumers in real time/in the moment situations, which can only result in deeper insights.