Fashion is not just about clothes, accessories and beauty. It is also about innovation, creativity and functionality. In recent years, we have witnessed the rise of wearable technology, which is the integration of electronic devices and sensors into clothing, jewelry, glasses and other items that can be worn on the body. Wearable tech can provide various benefits to the users, such as health monitoring, fitness tracking, entertainment, communication, personalization and more.
But how is wearable tech changing the fashion industry? What are the current trends and challenges in this field? And what are the future opportunities and implications for fashion designers, brands, retailers and consumers? In this blog post, we will explore these questions and more, based on some of the latest research and examples of wearable technology in fashion.
Current Trends in Wearable Tech
According to a report by Statista, the global market for wearable devices is expected to reach $95.3 billion by 2021, with smartwatches being the most popular product category. However, there are many other types of wearable tech that are gaining traction in the fashion industry, such as:
- Smart clothing: These are garments that have embedded sensors, actuators, microcontrollers or other electronic components that can measure biometric data, control temperature, change color or shape, or interact with other devices. For example, Google and Levi’s collaborated to create the Jacquard jacket, which has a touch-sensitive fabric that can control music, navigation or phone calls with gestures. Another example is the Nadi X yoga pants by Wearable X, which have haptic feedback that guides the wearer to correct their posture and alignment during yoga practice.
- Fashionable activity trackers: These are devices that can monitor physical activity, heart rate, calories burned or sleep quality, but also have a stylish design that can match different outfits or occasions. For example, Fitbit offers a range of fitness trackers that can be customized with different bands or accessories. Another example is the Oura ring, which is a smart ring that tracks sleep and wellness metrics and has a minimalist design that can suit different styles.
- Virtual and augmented reality (VR/AR) in fashion: These are technologies that can create immersive or enhanced experiences for the users by overlaying digital content on the real world or creating a simulated environment. For example, Snapchat and Gucci partnered to create AR try-on lenses that allow users to virtually try on different sunglasses from Gucci’s collection. Another example is Obsess VR, which is a platform that enables brands and retailers to create virtual stores that customers can explore and shop from using VR headsets or mobile devices.
- Influencer marketing in fashion: This is a marketing strategy that leverages the power and reach of social media influencers to promote products or services to their followers. For example, Fossil partnered with influencer Kristina Bazan to launch a smartwatch campaign that featured her wearing different styles of Fossil smartwatches and sharing her daily activities and tips with her fans. Another example is Amazon’s The Drop, which is a service that allows influencers to design limited-edition collections that are available for purchase only for 30 hours on Amazon’s website or app.
Challenges and Opportunities in Wearable Tech
While wearable tech offers many benefits and possibilities for the fashion industry, it also faces some challenges and limitations that need to be addressed. Some of these include:
- User acceptance: One of the main barriers to the adoption of wearable tech is the user’s perception of its usefulness, ease of use, aesthetics, privacy and social acceptance. For wearable tech to succeed in fashion, it needs to provide value-added features that solve real problems or enhance existing experiences for the users. It also needs to have an attractive design that appeals to different tastes and preferences. Moreover, it needs to ensure data security and respect user’s privacy and consent.
- Technical feasibility: Another challenge for wearable tech is the technical complexity and cost of developing and maintaining such devices. Wearable tech requires advanced hardware and software components that can perform various functions while being lightweight, durable, flexible and energy-efficient. It also requires reliable connectivity and compatibility with other devices and platforms. Furthermore, it requires regular updates and maintenance to ensure optimal performance and functionality.
- Sustainability: A third challenge for wearable tech is the environmental impact of producing and disposing such devices. Wearable tech involves the use of materials and resources that may not be easily recyclable or biodegradable. It also generates electronic waste that may contain hazardous substances or pollutants. Therefore, wearable tech needs to adopt sustainable practices and principles that minimize its ecological footprint and promote circular economy.
Despite these challenges, wearable tech also offers many opportunities and potential for innovation and growth in the fashion industry. Some of these include:
- Personalization: Wearable tech can enable more personalized products and services for the users, based on their preferences, needs, behaviors and contexts. For example, Nike Adapt is a self-lacing shoe that can adjust its fit and tension according to the user’s foot shape and activity. Another example is Stitch Fix, which is a personal styling service that uses data and algorithms to curate and deliver customized outfits for the users based on their style profile and feedback.
- Engagement: Wearable tech can create more engaging and interactive experiences for the users, by providing feedback, gamification, socialization or storytelling. For example, Ringly is a smart jewelry that can notify the user of important calls, messages or notifications by vibrating or lighting up. Another example is The Unseen, which is a color-changing hair dye that reacts to different temperatures or environments, creating dynamic and expressive looks for the wearer.
- Empowerment: Wearable tech can empower the users to improve their health, wellness, safety or productivity, by providing information, guidance, support or assistance. For example, Embr Wave is a smart bracelet that can regulate the user’s body temperature by cooling or warming their wrist. Another example is Dot Watch, which is a smartwatch that can display braille text for the visually impaired.
Conclusion
Wearable tech is changing the fashion industry by introducing new products, services and experiences that combine functionality, aesthetics and innovation. However, wearable tech also faces some challenges and limitations that need to be overcome to ensure its success and sustainability. Wearable tech also offers many opportunities and potential for further development and growth in the fashion industry, by enabling more personalization, engagement and empowerment for the users. Wearable tech is not just a trend, but a transformation that will shape the future of fashion.