THE CLOCK IS TICKING: Apple's new Watch that is expected to be launched next week, is getting consumers excited.
Making novelty products is one thing. Getting people to wear them is entirely another. Just ask Nike or Google. Sportswear maker Nike halted work on its line of sports fitness wristband products a year ago. By far the most high profile failure to date has been the futurist Google Glass, which the Internet giant quit producing in January.
The gangly glasses with a computer screen fascinated the world and drew legions of celebrities, fashion models and even Prince Charles to try on a pair, but the sometimes vertigo-inducing product prototype found few regular wearers. Vendors must get over the "technology first" attitude and think in terms of specific benefits to consumers before they will buy anything so visible and intimate as wearables, according to a recent report by research firm Juniper Research.
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