![]() ![]() “We did some studies on wearables, and 51 percent of consumers who are interested in buying a smartwatch said they won’t even consider it unless it fits in with their personal style,” notes Ben Arnold, executive director and industry analyst for consumer technology at The NPD Group. Indeed, when it comes to techcessories, beauty is as important as brains. Rebecca Minkoff’s bracelet for Case-Mate connects to a USB cable to sync and charge mobile devices. Unsworth is alluding to the aesthetic shortcomings of early wearable gadgets: Bulky, squared off, masculine and plastic-y, they were not likely to find valuable wrist real estate (or face real estate, in the case of Google Glass) among image-conscious consumers. ![]() “Ever seen a smartwatch on the Champs-Élysées?” This is not the case,” adds Kate Unsworth, founder and CEO of Kovert Designs, a London-based startup that’s launching sleek, smart jewelry in time for the holidays. “Silicon Valley has this misconception that if the technical feature is well-built enough, consumers will lap it up, no matter what it looks like. “As such, we believe the fashion and design industry should be in the driver’s seat.” “Wearables are arguably the most personal technology we’ve seen,” says Ayse Ildeniz, vice president and general manager of Intel’s (INTC) New Devices Group, which partnered with hip retailer Opening Ceremony on smart bracelets, and with accessories giant Fossil for an upcoming project. That’s why a growing number of savvy tech companies are collaborating with forward-looking fashion houses, and startups are focusing on design first. If wearable tech is to live up to its potential, it needs to start looking better. ![]()
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