Are Smart Clothes the Real Future Of Wearable Tech?


2014 was supposed to be “the year of wearable tech,” but four months in, it seems clear that it’s going to take some time for wearables to go mainstream. The majority of attention is being paid to smartbands and smartwatches, and new entries to the market keep coming. Google has announced their expansion outside of Glass with smartwatch Android Wear, Nissan has unveiled a watch concept that would pair wearable tech with the car industry, Disney has made headlines with their new smartbands for guests, even Will.i.am is developing a smartwatch. The competition to be the star of tech that lives on our wrists is intense, but so far it is unclear whether consumers—even tech-hungry Millennials— are going to embrace these innovations. Research suggests that one-third of those who have purchased wearable tech abandoned their devices after just six months of use, causing some to wonder if the “next big thing” in tech is a harder sell than brands previously suspected. One of the big issues of wristband and Glass technology is that currently it is very noticeable and not necessarily stylish. We wrote that wearable tech would have to be either beautiful or undetectable to be embraced by a broader audience than the techie crowd, and the makers of these devices are heeding the warning, with Google partnering with glasses-maker Luxxotica for more fashionable Glass frames, and Intel working with Opening Ceremony and Barneys New York to create a wristband that actually looks cool. 

So what will the future of wearable tech actually look like? The answer may lie in the items that we already wear everyday. Smart clothes have the advantage of being less detectable and potentially more fashion-forward than current wearable tech items. The category also has the potential to be more naturally integrated into…

 
 

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Millennial News Feed

Quote of the Day: "My favorite place to shop online is Sephora, because I love high end makeup and I love reading about what's new and watching tutorials on how it works.” –Female, 26, MA

We’ve seen everyone from food startups to fast-food chains label their food “artisanal” to appeal to Millennials—and there is good reason. It turns out there is generation gap when it comes to consumers’ reaction to “artisanal” and “craft.”  Millennials are more likely than older consumers to say that the labels “handmade/handcrafted, “craft,” and “small batch” tell them a product is high quality, and also more likely to say that descriptors like “artisan/artisanal” have some influence on their purchases. (MediaPost)

To sell wine to Millennials, brands have had to drop the exclusivity and embrace a more unpretentious attitude. Sparkling wine brand Chandon is relying on Instagram to get their bubbly message across to young females, making it their top social platform, over Pinterest. Their colorful, summertime images, featuring captions like “Today calls for Rosé,” are a part of their effort to get sparkling wine “out of the holiday rut.” (Digiday)

Older generations who hear about anonymous apps like Whisper and YikYak have one main question: why? Question and answer site Ask.fm’s recent study asked them, and found that 40% of 13-18-year-olds said anonymity online allows them to talk about difficult topics—only 4% said they would talk about the same things if their name was being used. (IBT)

New parents will do just about anything to get their kid(s) to go to sleep, as one self-published book is proving. The picture book The Rabbit Who Wants to Fall Asleep made the Amazon bestseller list by claiming to put children straight to sleep. Sales skyrocketed quickly, going from selling just 324 copies on August 16th, to 29,000 at the end of last week. It’s rumored that Random House has bought the rights to the miracle book. (Publisher’s Weekly)

Restoration Hardware is going after the teens “who ha[ve] everything.” Their new high-end post-childhood line RH Teen includes chandeliers, and fine art photography, and the brand hopes to capture young consumers as they are finding their own identity and becoming independent as decorators of their space. Unlike some brands, who are co-creating their products and marketing with young consumers, Restoration chose to launch RH Teen without focus groups or studies. (WSJ)

According to Pew, a third of Millennials frequently use their phones in public for “no particular reason,” and 13% say they frequently use their mobile devices to avoid interacting with other people. (Queue the “anti-social Millennial” pieces.) But another study might shed some more light on their “for no reason” phone use: 60% believe their smartphones enhances their leisure time. The research hypothesizes that young consumers are using phones for moments of “micro-leisure” throughout the day. (Washington PostSocialTimes)

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