Last month, Google announced partnerships with Luxottica and Fossil to create a new line of Google Glass and smartwatches. L2 Founder Scott Galloway says the partnership is an acknowledgement by Google that attention to design and who is wearing the items is critical when making wearables. He said if Glass fails, Google’s biggest mistake will be placing it on the heads of venture capitalists instead of style icons. The term “Glasshole” – term for people wearing those items in misplaced social situations – has also created a marketing nightmare for Google.
Luxottica and Fossil, on the other hand, have experience marketing fashion accessories people are enthusiastic about wearing. It will be interesting to see if they can transform Glass into an aspirational fashion item.