L2 released in June the Intelligence Report: Wearables, which finds cost, privacy fears and ugly devices to be the top barriers that prevent wearables from becoming mainstream. Today, Tory Burch solved two of the above. In collaboration with Fitbit, it released a collection with a standout bronze gold pendant necklace and bracelet for $175 and $195. Some reviewers said the pieces looked cheap for the price tag, but most agreed they were the best option for those who wanted to monitor their activity but couldn’t match Fitbit with outfits.
As mentioned in the report, made in partnership with Intel, it is highly unlikely that a wearable tech or fashion company will conquer wearables alone. And many brands have realized it. The Tory Burch/Fitbit partnership is just one example of tech and fashion brands working together to make wearables mainstream. In the past few months, Opening Ceremony and Intel have partnered to create a wearable bracelet and DVF created a Google Glass device for sale on Net-a-Porter.
In addition to a smart partnership, Tory Burch is betting on the right kind of wearable device. Activity trackers make up 60% of the Wearables market, and 58% of shipped activity trackers are Fitbit.