Current studies are saying that around 3/4 of adults in the United States are aware of wearable technology, but despite this a majority of that percentage either has no interest or is misinformed about the purposes and uses of the products. This provides a huge opportunity for public relations professionals to educate consumers.
For example, enlightening older generations should be a focus area for brands, communication executives, and marketers. This could be a very beneficial market to tap into because of innovations in health and fitness wearable technologies. With a higher possibility of health needs and the potential that they would be a little slower to adopt technology, making sure they are aware of the benefits of such devices should be valued over showing off the technological advances.
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| Diane von Furstenberg, New York Fashion Week 2014 |
The reach of such technology extends beyond the practical though. High fashion is experimenting with wearable tech, like Google Glass being used on Diane von Furstenberg's runway this year. Preppy designer Tory Burch has even collaborated with Fitbit Flex to create stylish casings and designs for the fitness tracker. Despite these exciting advances it adds to the overall feeling of elitism that wearable technology often perpetrates because of its links to high fashion and couture.
Regardless, it is still a first step. Because of fashion's ready embrace of wearable tech, it is predicted that this kind of technology will reach a wide range of industries such as consumer packaged goods and automotive accessories.
As technology often encourages, there are devices out there that provide an in between. Glance, a Canadian team, started a Kickstarter campaign to make and distribute a device that turns an average watch into a smart one.
Although the project didn't get its funding and was eventually cancelled, the idea is still relevant. The invention alerts the wearer of texts, movement, and can be a remote for a Smart TV. It is also waterproof and can last a week before needing to charge it. All of these features are what is expected of wearable tech, but this specific vehicle was unsuccessful. The products need to be something completely new. This is like adding an antenna to your wristwatch. Why not have something that accomplishes everything? Smartphones have spoiled us in that respect, which might have something to do with the campaigns inability to raise enough money.
Going along with the trend of synthesizing everything, there is an overwhelming idea that smartclothes will overtake the sale of fitness trackers for professional athletes by the end of 2016. Designer Ralph Lauren introduced Polo Tech shirts at this year's US Tennis Open. The shirts boast the ability to measure heart rate and respiration and Bluetooth connection to the wearer's smartphone.
The takeover of smartclothes in sports is backed by material's ability to have sensors closer to the skin and therefore able to read it better. Adidas and Underarmour have also begun to develop their own smartclothes. Because smart wristbands are moving away from athletics, it gives them an opportunity to explore other uses for wristbands such as access control, identity, and getting into buildings.
From a different perspective, L.A. based design students are creating technology that can be incorporated into manicures. Their "Sensor Salon" makes extensions that are customizable to their customers' needs and wants. They see their work as "ten fingers, ten possibilities."
Requests have included extensions that unlock cars without keys, show an LCD "Back Off" if someone gets too close, glowing wires, bright lights, and even vibrations to help stop smoking. The difference between this venture and the athletic wear is that aesthetics remain a priority. As the extension will be installed on your body, it should be customizable to what you want. Although some extensions go beyond a unique and eye catching design, the installation of the nails revolves around a customizable look from the client. As the designers said, "the body is willing, the technology just needs to catch up."
Searching #wearabletech on Twitter shows a mixture of things. There are features on fashion initiatives and friends alerting each other on devices they like. A huge majority of the tweets are links to articles and blogs exploring new innovations in the wearable tech world with a plethora of "Best New Tech.." and "Best Inventions of 2014" lists. There are even a couple of Twitter accounts dedicated only to wearable tech (like the one below).
Intel & Opening Ceremony Introduce MICA -- A Fashionable Wearable Device http://t.co/rJpfwbuqC6
#wearable #wearabletech
— Wearable-News.com (@WearableNewscom) November 25, 2014
Looking at these initial trends, it is reasonable to predict that wearable tech will eventually be as big in scope and acceptance as the smartphone. At the moment, sensors and chip sets are cheaper than they ever have been, making it easier for small companies to incorporate sophisticated hardware into wearable devices. As wearable technology grows in scope, it will become more available to consumers and more of a commonplace accessory like the smartphone has become. Like tech companies that mastered design and aesthetics of the smartphone, they need to conquer the entirely different realm of fashion that is inevitably incorporated into the function of wearable tech. This revamp is very similar to the jump that cellular phones made when smartphones became mainstream.
The major problem that wearable tech faces from a public relations perspective is its "bad image." It is often seen as elite and overall an unnecessary accessory for the rich. The craze of Bluetooth ear pieces from a few years ago has connected the unsavory connection of snooty-ness and pompousness of self-involved businesspeople. Along with that, the wearable tech industry has worked hard to cultivate an image of geek bait which is damaging to mainstream adoption.
What should this industry do to get the attention of the mainstream? Buzzwords like "futuristic" and "breakthrough" put the spotlight on the technology instead of the user experience. This causes the mainstream to not understand what the tech means and what it can actually do for them. Instead of telling them about the technology, companies should show the impact that the product can have on their lives. Wearable tech can make lives easier and more fulfilling and by showing the items helping people conveys the feeling that the product inspires. Dropping technical jargon and showing the average person integrating the product into their life can certainly help move wearable tech from its elitist standpoint.
Wearable tech is currently an $8 billion industry but is predicted to reach $50 billion over the next five years. Smartphones and the iPhone only took a couple of years itself to become completely mainstream, and with the even wider reach that wearable tech covers it is bound to do the same. Steps towards its takeover include furthering current trends and reexamining the current PR strategy as discussed in this post. One thing is for certain, the future is certainly here.
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