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 Apple is forging closer ties to the fashion world as it plots its
foray into the fertile field of wearable technology, trying to win
over a critical crowd that may prove crucial to the success of
consumer gadgets worn around the body.
A smartwatch would represent Chief Executive Officer Tim Cook's
first real new product since taking the baton from Steve Jobs.
Several fashion media editors told Reuters they received invitations
for the first time to an annual September product-launch, which they
took as confirmation of a wristwatch in the wings.
"I assume it's because they are unveiling a wearable," said Lea
Goldman, features and special projects director for Marie Claire
magazine, a first-time invitee. "This suggests Apple is serious
about tapping into the fashion world, which often sits on the
sidelines."
Apple declined to comment.
The iPhone maker, known for its sleek aesthetic, has made overtures
to the fashion press in the past. It typically opts to host a
separate event in New York where editors meet the team and review
products, two fashion editors say.
That courtship has grown more aggressive. Last month, the company
hosted what it called a "first-of-its-kind event" at an Apple Store
in New York to showcase fashion and retail apps to a group of style
editors, according to an invitation seen by Reuters.
Fashion site Refinery29's health and science director Kelly Bourdet
said the decision to include fashion editors on the invite-list is a
"nod to the fashion crowd."
Apple seems poised to network with the who's who of the industry. In
the past year or two, it has hired Patrick Pruniaux, former vice
president of Tag Heuer's global sales and retail; Angela Ahrendts,
former chief executive of Burberry Inc; and former Yves Saint
Laurent CEO Paul Deneve joined as vice president of special
projects.
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It is not just Apple. From Google Inc to LG Electronics Inc and
Intel Corp, technology companies are beginning to forge fashion
ties. On Friday, Intel announced a tie-up with Fossil Group on
wearable technology.
Sonny Vu, chief executive of Misfit Wearables, expects more tie-ups
as tech companies ramp up the fashion quotient in smartwatches,
given that the current crop of watches has received mixed reviews.
The challenge for technology companies is to make something
"fashionable off the bat" that is not clunky, said Eric Wilson,
fashion news director for InStyle Magazine.
He and other editors said they harbored high hopes for Apple and
planned to monitor Tuesday's event.
"It confirms that they have a play in wearables and that they want
to appeal to the fashion world, and not just technology consumers,"
said Lauren Indvik, editor in chief for Fashionista and another
first-time invitee.
(Editing by Edwin Chan)
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