Senior Analyst at Bryter/undeniable fashion icon Huw Williams discusses the importance of style in wearable technology
The intersection between fashion and wearable technology has proved something of a challenge for our favourite tech manufacturers. Brands like Samsung have attempted this for some time with their Galaxy Watches, moving from clunky square-faced screens to sleeker, rounded faces similar to those of standard analogue watches. Likewise, Apple’s Vision Pro headset chose this year to appeal to those whose fashion taste consists of plastering huge white bricks to their face while walking around in public.
A novel approach which is starting to emerge in this field is partnerships between well-respected fashion brands and large tech companies. One example of this is the partnership between Meta and Ray-Ban, who recently released the latest in their line of Ray-Ban-branded smart glasses. These smart glasses boast the capability to provide buyers a range of digital features and experiences wrapped up in a stylish design, effectively giving consumers the experience of using their phone through the glasses alone.
There is something inherently appealing about this. I personally like the idea of being able to check text messages while I walk without having to look down at my phone and inevitably crash into lamp posts/trees/small dogs; and even if I do, I might feel less embarrassed if I look stylish in my Ray-Bans as I fall to the ground. But is fashionability enough to sway the standard consumer into buying into this kind of technology? Or are there more meaningful concerns around the technology which need to be taken into consideration, other than self-consciousness?
To investigate this in more detail, we asked a sample of 1,500 everyday smartphone users in the UK about the Ray-Ban Meta glasses specifically, gauging their opinions on the headwear. Only 62% of consumers were actually aware of the glasses, though clear trends began to emerge after providing all respondents a short rundown of what the glasses are and how they work.
Simplicity is key, both in style and in features
First, it’s important to understand what works about the Ray-Ban Meta. When asked what they like about the smart glasses, almost half of all respondents selected stylish design – this was particularly felt among adults in the 25-34 age group (51%). For younger audiences, it’s essential that the smart glasses fit with their current wardrobe – this is more important than the actual technological features of the Ray-Ban Meta. Following closely behind for most-liked feature is the hands-free convenience of the device, by far the most appealing feature for older consumers (44% of respondents aged 65 or older).
Ownership of smart devices for the home
This would seem to suggest that the appeal of the Ray-Ban Meta stems from its least intrusive features. Consumers don’t want a device that’s going to stick out and perform all kinds of gimmicky features – they are looking for something streamlined and efficient, that can perform daily tasks (making calls, taking picture, etc.) without interrupting their daily routine. It’s telling that Augmented Reality Features, arguably the selling point of the product, are the second lowest rated feature for appeal (21%), ahead of only the ability to livestream life (19%).
Consumers will use it for convenience, not gimmicks or experiences
The Ray-Ban Meta is seen as most useful for customers when it comes to optimising their day-to-day, almost as a phone replacement. Having a fashionable piece of innovative technology is great on the surface, but being able to use it to perform basic stripped back functions is what will really drive purchase intention.
Breaking or losing Ray-Ban Meta glasses will hit harder than losing your everyday shades
It would seem obvious, then, that combining everyday high-end fashion with multipurpose technology is a perfect way to get consumers in the shops. If you can cut out your amount of carried equipment any time you leave the house, why wouldn’t you? The answer is actually pretty obvious. We’ve all felt the pure abject horror of dropping our phone and smashing the screen, or leaving our sunglasses behind when leaving the restaurant to go find a phone repair shop. The beauty of the Ray-Ban Meta is that we can roll both those experiences into one!
Primary concerns around the Ray-Ban Meta came from the value of this smart device. Buying a pair of Ray-Ban Meta glasses will set you back roughly £300 at the time of writing this, a pretty considerable increase from the price of standard Ray-Ban sunglasses which don’t allow you to scroll through Instagram while having an important meeting with your boss. A high price point was the biggest concern/dislike by our sample (38%), which is then further compounded by the risk of potential loss/damage to the device. Losing sunglasses seems to be the more common occurrence for our respondents, with 34% declaring that losing the Ray-Ban Meta glasses would be their biggest worry (followed closely by 30% worrying about damaging them).
Essentially, combining everyday headwear with a smart device can do wonders for your personal efficiency, but this means that the risk factor is that much higher.
So where does this leave us?
It’s clear that fashion-brand partnerships are a strong step in the right direction for smart technology manufacturers, at least in their goal of not making the wearer feel stupid. For the Ray-Ban Meta in particular, having a socially acceptable and stylish design is the most appealing aspect of the glasses; only 14% of respondents felt any concern around looking silly in them.
At the end of the day though, a strong design won’t be enough to sway the general consumer. The introduction of smart tech features only strongly appeals to customers when it comes to basic smart tech functions (such as making calls, loading up maps, listening to music, etc.), with innovative gimmicks falling to the wayside in terms of consumer interest. This also adds a new dimension of risk to the average consumer, who now has to worry about losing or damaging a far more expensive version of the sunglasses they would usually wear. Perhaps this is a lesson for smart tech manufacturers to consider – that overcomplication can kill the product if the consumer is looking for simplicity, both in terms of its functions and its design. There’s also a lesson here for the consumer too – take better care of your sunglasses.
Bryter is a leading insights consultancy specialising in smart technology and IoT research. Read about how market research and insights can can be used to understand audiences and help manufacturers successfully develop, test and market the next generation of smart devices
