South Africans are not as vain as their international counterparts when it comes to wearable tech.
EuroMonitor International, which predicts the sales of electronic accessories, found that globally vanity and fashion rather than utility was driving sales of smart watches such as the Apple Watch and fitness trackers.
They say sales will exceed 300 million units in 2020.
The head of consumer electronics at EuroMonitor International, Wee Teck Loo, said smart watches and fitness trackers were increasingly becoming a fashion accessory, thereby appealing to consumers who splurged on branded handbags and shoes.
“With Apple Inc launching the Apple Watch last year, the wearable markets cemented its status as the hottest electronics device.
“Fashion companies are also jostling to enter the market as these companies seek untapped market for growth.”
Citing last year’s global consumer trends survey results, he explained that consumers believed it was important for other people to think they were doing well.
“Wearable electronics are priced similar to mid-range watches and yet attract considerably more attention from other people due to their novelty factor.
“They offer consumers an affordable way to show off to others and yet offer a wide range of functionalities ranging from fitness tracking to quick response to messages and e-mail notifications,” he said.
But most South Africans are buying smart watches and fitness trackers for their intended purpose.
“Most people want to take advantage of the technology that these devices offer but if something becomes popular it is bound to become fashionable.
“There will be those that will wear it because it’s the in-thing,” South African designer Jeff Seleka said.
Expensive watches still own the most popular body part used to show success.
“What you wear on your wrist can show off your style and success. It’s where you wear a Rolex or Tag Heuer. That’s what celebrities, politicians and the wealthy would be wearing because they want to stand out. You won’t see Vivian Reddy wearing a fitness tracker as a fashion accessory,” Seleka said.
South African technology market research firm World Wide Worx founder Arthur Goldstuck said fitness trackers were not seen as a fashion accessory in South Africa.
“A lot of people in South Africa see fitness as a highly important part of their lifestyle and this ties in very powerfully to that lifestyle,” he said.
Modest locals wear tech for utility not fashion
EuroMonitor International, which predicts the sales of electronic accessories, found that globally vanity and fashion rather than utility was driving sales of smart watches such as the Apple Watch and fitness trackers.
They say sales will exceed 300 million units in 2020.
The head of consumer electronics at EuroMonitor International, Wee Teck Loo, said smart watches and fitness trackers were increasingly becoming a fashion accessory, thereby appealing to consumers who splurged on branded handbags and shoes.
“With Apple Inc launching the Apple Watch last year, the wearable markets cemented its status as the hottest electronics device.
“Fashion companies are also jostling to enter the market as these companies seek untapped market for growth.”
Citing last year’s global consumer trends survey results, he explained that consumers believed it was important for other people to think they were doing well.
“Wearable electronics are priced similar to mid-range watches and yet attract considerably more attention from other people due to their novelty factor.
“They offer consumers an affordable way to show off to others and yet offer a wide range of functionalities ranging from fitness tracking to quick response to messages and e-mail notifications,” he said.
But most South Africans are buying smart watches and fitness trackers for their intended purpose.
“Most people want to take advantage of the technology that these devices offer but if something becomes popular it is bound to become fashionable.
“There will be those that will wear it because it’s the in-thing,” South African designer Jeff Seleka said.
Expensive watches still own the most popular body part used to show success.
“What you wear on your wrist can show off your style and success. It’s where you wear a Rolex or Tag Heuer. That’s what celebrities, politicians and the wealthy would be wearing because they want to stand out. You won’t see Vivian Reddy wearing a fitness tracker as a fashion accessory,” Seleka said.
South African technology market research firm World Wide Worx founder Arthur Goldstuck said fitness trackers were not seen as a fashion accessory in South Africa.
“A lot of people in South Africa see fitness as a highly important part of their lifestyle and this ties in very powerfully to that lifestyle,” he said.
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