Fashion-tech is the kind of word pairing that people love hearing themselves say. It sounds futuristic and cool, a union of two slick worlds that have nothing to do with each other — except for everything (okay, now it’s a rom-com, but bear with me). Wearables, including smartwatches and fitness trackers, are the apotheosis of fashion-tech. Fashion accessories with technological superpowers! They’re perfect — except they aren’t.
Why Women Aren’t Buying Smartwatches
Yeah, beginning and ending your concept meeting with “girls wear pink and covet diamonds” is embarrassingly dated.
Racked
It’s taken awhile for wearables to break through the mainstream, but we’re here. According to a 2015 Consumers and Wearables Report by NPD Connected Intelligence, one in 10 U.S. adults owns a fitness tracker. Of that group, 54 percent are women. So why, then, are 71 percent of smartwatch owners male?
This article originally appeared on Recode.net.
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