One of the takeaways of our Intelligence Report: Wearables is that no company or industry can tackle the Wearables space alone. High-quality wearables need to exhibit an attention to aesthetic detail Fashion brands are most capable of, and be technologically innovative at the same time. Apple knew this from the beginning as it hired CEOs of luxury brands Angela Ahrendts of Burberry and Paul Deneve of Yves Saint Laurent. Others like Google learned through trial and error. In May, Google hired as head of Google Glass Ivy Ross, who has a Roster of fashion and consumer goods marketing experience at Art.com, Calvin Klein, Swatch, Coach, Bausch & Lomb, Mattel and Gap.
Perhaps trying to toss the image of Glass “explorers” as technophiles without social skills, Ross said in her open letter that technology could be something that frees the wearer and keeps them in the moment rather than taking them out. So far, consumers haven’t shown a willingness to give that a try. 38% of smartphone owners are not willing to wear the device even if it is priced affordably, and 45% find the device socially awkward. If anyone, former marketing executive former head of product design and brand image for Mattel’s girls division would have some insight on how to reinvent Google Glass to become an attractive toy.
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