Title: Designer Brands or High-Tech Brands, Who Wins the Battle for Wearable Technology Products?
Author(s) : Mohammad Tajvarpour
The market for wearable technology products is in surge reaching 125 million units sold in the third quarter of 2020, which is 35% more than last year (IDC, 2020). Technology and design are two important aspects of wearable technology products. This market is unique as both designer and technology brands are competing in this segment. Technology brands such as Apple and Samsung are introducing products in this category. At the same time, designer brands such as Louis Vuitton and Michael Kors are introducing smart wearable products. This study examines brand category as a factor that affects perceived technological innovativeness and perceived design aspects of wearable technology products. These consumer perceptions will eventually affect purchase intention and willingness to pay for such products. It is of utmost importance to investigate and understand the role of brand category (High-tech vs. Designer) on the success of new products in the wearable technology category.