Why Are Sports Apparel So Popular With Technology?

According to the world clothing shoes and hat network understand,

For example, data is like an adhesive.

The deeper the understanding of a brand to consumers, the higher the loyalty of customers to products and brands. This is universally applicable.

By contrast,

This is especially true for brands.

Nowadays, many sports brands not only sell sweaters, running shoes and other products, but also introduce mobile applications to help consumers improve their sports level.

For some consumers, technology has become an integral part of fitness as athletic socks.

Mobile apps, for example

It can track the distance and speed of movement and bring the improvement space for users.

At present, such technology often requires hardware support such as smart Bracelet provided by the third party.

However, in the near future, consumers may be able to wear smart clothing with embedded sensors to bring unusual sports experience.

Market situation

Analysts say the wearable device market is still in its initial stage of development.

"At present, considering the data that people can evaluate, the field of fitness tracking is still at a relatively primitive stage.

But as time goes on, I predict that wearable devices will bring more information to us, and will not be limited to walking a few days a day. "

Matt Powell Powell, vice president of sports, outdoor and entertainment market research at NPD group, a market research firm, said Matt.

Fitness wearable device market is still different from people's prediction.

In 2013, ABI, a technology think tank, predicted that consumers could buy 500 million wearable devices every year.

By 2015, the American consulting firm garner showed only 232 million shipments of wearable devices.

IDC's latest data show that in the third quarter of 2016, the world's smart watches sold only 270 million units, down 50% from 5 million 600 thousand in the same period last year, and have dropped for second consecutive quarters.

Although the wearable device market still hopes to usher in the peak sales volume, apple watches and wearable devices are not as warm as a whole.

Sportswear brands usually rely on third parties to produce wearable hardware, thus directly competing with technology companies.

For example, the brand new Apple Watch Nike+ launched in October 2016 not only supports fitness APP of other sports apparel companies, but also supports Fitbit and Garmin related applications.

Previously, consumers may have stored many years of exercise data on these APP, and do not want to re export to other platforms.

This is, of course, the gospel of marketers.

Apple and Google are developing people's inertia to wearable devices, because maintaining the status quo is much simpler than trying new things.

These APP also help clothing companies to collect consumer data and guide future product strategies.

For example, some brands find that some consumers are starting to like Taekwondo, so they may develop a brand new production line.

Like other companies, sportswear brands are aware of the importance of digital pformation.

Although they can not directly apply the collected data, it will not be a mere armchair in the near future.

Ecosystem

The wearable device market may not be as fast as people expected.

However, some brands have successfully attracted consumers to their ecosystem.

For example, Nike said that 28 million people now use Nike+.

In 2015, Fitbit also had 9 million 500 thousand active users.

The earlier Garmin has accumulated 15 million users on Garmin Connect.

When these companies compete for athletes and weekend bodybuilders, more users may become interested in health trackers.

These consumers may not be interested in how many steps they take, but they are more concerned about their insulin levels.

Consulting firm Frost & amp; Sullivan predicts that the global market size of wearable health equipment will rise from $5 billion 100 million in 2015 to $18 billion 900 million in 2020.

"If we were to wear a device that could measure data between 5 and 10, I would not be surprised that the data I measured would also be different from those measured by others."

Powell said.

At the same time, most amateurs have not yet used sensors.

For example, in 2015, a study of running shoes brand Brooks showed that 24% of runners were using fitness trackers.

A study by the Journal of the American Medical Association found that more than half of the consumers who purchased the fitness tracker stopped using them.

There are several reasons why people give up their use: equipment is cumbersome, tracking data is not large, market prices are relatively expensive, and so on.

Therefore, some enterprises began to look forward to the emergence of smart clothing.

For example, Ralph Lauren's $295 Polo Tech Shirt sensor contains sensors, which can send heart rate, pressure level and energy output data to the corresponding APP.

Technical obstacles

Neil Schwartz Schwartz, vice president of business development and market insight at SportsOneSource, said there are still some technical hurdles to overcome at the moment, Neil.

However, he believes that when the brand and technology are seamlessly linked, there will be huge potential users.

At last year's CES technology conference, sports brand New Balance announced the establishment of the digital sports department, saying it would focus on sports technology such as wearable devices.

This year, New Balance announced that it will launch smart watch RunIQ and Bluetooth headset PaceIQ, formally testing the water wearable hardware market.

For example, the sports clothing brand Andrea is also actively exploring the field of science and technology.

When the outside world is defined as clothing brand and footwear supplier, it already has MapMyFitness, MyFitnessPal, Edmundo and other digital APP.

This year, Andemar has also started investing in wearable technology to help people track their exercise, sleep and nutritional data during the day.

Andemar also set up the Connected Fitness.

According to previous media reports, the number of active users in the community has exceeded 150 million.

How to turn big data into cash is what Andrew is most concerned about.

According to previous earnings reports, Andrew expects to double its net income to $7 billion 500 million by 2018, of which only $200 million, or 2.7%, will come from the "Internet fitness" community.

"The key is to make the experience personalized and become Neil Schwartz's exclusive data," Schwartz said. "The most important problem is how to make everyone feel the personalization experience."

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