Evolution of Wearables
September 12 , 2016
Wearable fashion has never appealed to the mainstream fashion consumers, even when it was gaining recognition with products such as Google glasses. The rugged designs, reminiscent of something out of a surreal fantasy film, could not over come its label as “Geek Fashion”. Yet, like many things that have become geek to chic, wearable fashion is becoming one of the beloved fashion items.
The current front runner in the wearable product market are fitness products and underwear. People can wear these products made from functional smart fabrics, regardless of age and gender. Moreover, special material to enhance exercise efficiency can be worn by and appeal to everyone. Another reason that smart clothes are more often applied to fitness wear is related to their additional functional benefits compared to traditional sportswear.
Smart underwear is in our everyday lives (presumably everyone wears underwear everyday) and thus can be utilized using diverse technologies such as to change size according to the wearer or installed sensors to check body conditions. These OMsignal’s technology can be applied to more than just underwear and fitness wear appeal to the consumers.
Yet, technologically competitive products produced by tech-based companies are still lacking design and branding. Wearable technology is not only an electronic or tech device. Taking the example of Apple Watch that had much success compared to previous attempts, is still receiving critiques on their design. In other words, the design and adequate marketing is a critical aspect in the forming the commercial value of the product.
According to market research company Beecham Research, the wearable fashion market lead by fashion brands is expect to grow up to US$9.3billion by 2018. Michal A. Bell, VP and GM of Intel’s New Devices Group spoke on the subject claimed that the opportunity of collaboration with current products with new developing technology is endless. As it proves, many fashion brands are introducing collaborated new products with wearable technology.
Project Jacquard, a recent collaboration with Levi’s and Google, targets city cyclists uses conductive yarn. This allows consumers to answer calls or change the music play list with a simple touch of the jacket. The jacket is unique in that it has the causal yet chic look and feel of the Levis brand compard to the more ‘surreal’ design, that is far from fashionable, found in the previous Google glasses.
EMEL + ARIS, a British fashion start up received *Kickstarter funding , is a an example of a fashion and tech incorporated brand. This start up’s winter coats received rave reviews, combining the simple yet edgy British designs with Thermal and battery charging technology. EMEL + ARIS is a representation of a combination of technology into a fashion brand compared to the previous collaboration between fashion brands and technology companies.
*Kickstarter: An American public benefit corporation established in 2009 known for their global crowd funding program
While the success of each item has varied, wearables are diversely utilized in fashion. As illustrated above, products with relatively approachable technology have also incorporated the aesthetics to capture consumers. Even though some fashion items such as bags, jewelry and accessories where aesthetics is the key, have challenged the adaptation of technology, this too will evolve with as the designs are improved to complement the tech aspect. Instead of a one-time collaboration, fashion brands with the technology such as EMEL + ARIS will open a new paradigm in the evolution of wearable fashion.
