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Wearable Technology Show London 2020
Luxury wearable technology items are designed to keep a classic luxurious look while enjoying the features of a smart device. Agnes Davis stated “I want to be able to express myself and also enjoy technology” during the “Challenges and opportunities wearables will bring in the future” conference at “The Wearable Technology Show London March 2020”. Agnes Davis, representative of TOVI SOGA, a company which produces luxurious wristbands or other subtle items for contactless and secured payment. Some examples of the TOVI SOGA products, exhibited at “The Wearable Technology Show London March 2020” are shown in Figure 11:
Figure 11. TOVI SOGA bracelets (Popovici T., Wearable Technology Show London March 2020) 17
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Consumers’ needs and Persona
Figure 12. Gucci sales (Statistica.com 2020) GUCCI Smart Belt “Walk of fame” is going to give the user the glamorous experience of wearing a Gucci item, a prestigious Italian leather, very high quality belt with the iconic GG logo, which offers the wearer a high-end look. As Statistica.com presents, the Gucci leather good represent the greatest sales of the company (58% of the sales), shown in Figure 12.
GUCCI Smart Belt “Walk of fame” is not only a luxury belt, it also represent a smart device which will connect to a smart phone via Bluetooth and offer the user information about waist size, activity, sitting, eating habits and gate, that can be monitored using an app. GUCCI Smart Belt “Walk of fame” combines wellness technology and high end fashion, perfect for fashion driven individuals, who also enjoy living a healthy lifestyle made easy by technology.
A persona is a fictional character representing a typical user, part of a group with defined characteristics and is very beneficial in setting business goals. This marketing tool was introduced by Alan Cooper, a software developer, in 1983 (AXZM 2016).
A typological individual who would purchase a Gucci item or the GUCCI Smart Belt “Walk of fame” concept is shown in Figure 13.
Figure 13. Persona (Popovici T. 2020)
