The World's Latest 'It' Gadget
Who's Buying It and Why
Although wrist technology does have some benefits not supported by phone technology, the companies releasing these wearable bracelets have yet to tell consumers the point of it all. Both Samsung and Apple have stated all the 'cool' features that are available and how compatible they are with their phones/computers but what they are not telling consumer is why. Why do consumers need something on their wrist that has many of the same features as their phone? What is the benefit?
These companies are using lifestyle positioning to create ideals that loyal consumers can base their lives around. You obviously can't be a die-heart Apple fanatic without the companies newest gadget. But it seems like that is the only place their sales are coming from. Those consumers that aren't die-heart in love with their phone brands are more likely to not purchase it because they're not seeing the need for it. The prices of those wearable wristlets are also affecting those consumers who are on the line between to purchase or not to purchase.
Overall, these companies need to start stressing the benefits that everyone can get from owning these new gadgets. They also need to convince consumers what these arm bands are going to do that a digital watch, FitBit, or any other wearable technology can't do. Focusing on just the brand loyal consumers will continue to affect sales. Convince us all!