Keeping Ahead of the Curve on the Latest Trends in Wearable Tech  

They may not be on every catwalk or on the covers of the fashion press elite, but wearables are fast emerging as a key trend. Mobile technology has enabled us to connect with one another 24-7 through cell phones, social media, voice commands, Facetime, and even through automobile dashboard communication. We live in an era where we are constantly connected to each other, but we are entering an era where we will be constantly connected to things and, soon enough, these things will be connected and communicating among themselves. Smart fabrics that monitor our vital signs and smart accessories like the Apple Watch help keep us in sync (sort of) with our main devices, but are we truly ready for what lies ahead? Glasses that let us enter virtual dimensions, clothing that regulates our temperature and tells us when we are thirsty, home systems that monitor and regulate our houses, speakers that serve as personal concierge devices, and cars that drive themselves are part of this emerging trend.

Soon the machines will not only wake us up in the morning, but they will rotate our clothing to wear based on temperature and weather, project our calendar for the day, have our food ready (not just coffee), take us to work, deposit our pay, scan our supplies, replenish them via drone, and communicate with other machines to make it all happen. Already Fitbits know more about us than our doctors do, and Disney has fun bands that monitor every activity while in their parks. Amazon has more intelligence on our buying behaviors than we do, and Netflix knows what we want to watch before we have even seen something. What happens when we start wearing the devices that do all of these things?

We are seeing major brands trying to embrace wearables. Nike has integrated sneakers that communicate with your Fuel Band, smart socks like Sensoria leverage running data on behalf of the athlete, and Ralph Lauren introduced the Polotech Shirt which has woven silver fibers into the fabric that collect real-time stats on breathing and balance, heart rate, calories burned and steps taken. Adidas is also on the cutting edge of these technologies for e-fabrics with the introduction of Climachill smart clothing, a line of clothing that uses aluminum and titanium embedded in the fabric to lower body temperature, which, in turn, prolongs training and boosts performance.  Appcessories noted in an article in January that revolutions in apparel are taking many forms beyond fitness and fashion, including developments in wearable solar clothing (which charges portable devices while a person wears the clothing), smart bike/safety/sports helmets that monitor impact, socially interactive dresses that let a person communicate with gestures through Facebook and Twitter, clothing that moves and illuminates,  repellent clothes infused with insecticides to ward off mosquitoes (ideal for Malaria and other virus transmissions),  and even a Scough smart scarf that filters out chemicals, bacteria, viruses and debris. Intimate apparel was among the first industry to incorporate what is now deemed futuristic apparel into their lines. Maidenform, Wacoal, Victoria’s Secret and many European brands integrated microscopic ceramides into their yarns to soften and firm skin, claiming to reduce the appearance of cellulite and even giving areas of the body a natural cosmetic boost. Indeed, we are truly at the brink of a new era in fashion, marketing, and technology whereby all elements of human needs/behaviors are blended into fully integrated functioning wearables. These wearables will be able to not just monitor the human body and environment, but they will be able to communicate with artificial intelligence and adapt accordingly.

Artificial and non-artificial intelligence will start to blend together. Already we are seeing artificial organs and body parts, devices that help people hear better, see better, walk better. This new hybrid humanity will take mankind to a whole new level of existence. Google, Amazon, and Apple are leading the charge to predict the behavior of consumers. Perhaps they figure that if they can create devices that fulfill the purchasing intent of humans, then they can ultimately control that purchasing power.

For retailers this can be a major advantage. Imagine if retailers could recognize a human by his or her wearable technology, show him or her the latest products related to recent purchases, and direct him or her through the store (or virtual store) to find them, then guide the person to a 3-D “fitting room” equipped with body scanning, smart mirrors, and social connectivity so friends can weigh in. Payment could be a touch on a hologram or a swipe of the wrist with purchases awaiting the buyer at home, arriving faster than a self-driven car can get there. For commodities like intimates or packaged goods, new items could arrive at a person’s home each month just before he or she needs them. If that isn’t impressive enough, picture a scenario where a t-shirt communicates with a doctor’s office collecting and submitting vital stats on a patient’s health and wellness. A doctor could prescribe preventatives through portable devices which get fulfilled and delivered to you. Nutritionists could align with personal dietary needs and transmit recommendations to a person’s refrigerator that communicates with Fresh Direct or Blue Apron to deliver meal right plans to the doorstep, all paid for automatically and deducted from specified accounts. Take it a step further and have virtually projected artwork that reflects or counters one’s mood based on bio feedback, or home climate systems that automatically adjust based on clothing regulations of body temperature. The options are endless and perhaps a bit scary.

Those who make a living selling things need to figure this all out. Consumers just need to maintain their humanity.  Just when we all thought we mastered the science of websites, Google’s algorithm, and Facebook ads, e-commerce and social commerce took on a new form, a third dimension. Long gone are the days of worrying about shelf space, store inventory, footsteps, and web clicks. In the future of commercialism, holograph projections will bring stores to the individual, and 3-D home printers will eliminate the need for delivery. If brands and retailers are to compete in this sci-fi age, they must embrace technology in new ways. Too many brick-and-mortar stores and traditional digital commerce leaders are trying to fit a square peg into a round hole. Much like direct mail and email, marketers are using new things in old ways. It is time to shift the paradigm. Don’t treat technology like a tool that will make the current sales vehicle better; instead, treat it like a new vehicle altogether.

The new technology eco-system will own the market once and for all. Subscription services are the beginning, but they use websites, enrollments and homebound delivery systems. The future of retail and marketing lies beyond a warehouse or a storefront—and it is right in front of us. We just can’t see it yet….but our clothing can.