Why ‘Smart’ Women Are the Future of Apparel | WWD.

Women’s interest in the smart clothing industry has been given an added push with the surge of more fine-tuned and aesthetically pleasing wearable products that are now in their second and third iterations. While the move from major fashion brands to partner with technology companies has been slow, recent key partnerships — Opening Ceremony and Intel; Tory Burch and FitBit; Ralph Lauren and OMsignal; and Levi’s and Google — give a clear sense of the potential for smart apparel design. It isn’t coincidental that household name apparel brands are collaborating with tech companies. As our daily lives become increasingly connected, the melding of clothing and smart systems becomes a more obvious reality.

Bell states, “So it turns out if you want to find out what the future looks like, you should be asking women…The majority of technology users are women in their 40s, 50s, and 60s. So if you wanted to know what the future looks like, those turn out to be the heaviest users of the most successful and most popular technologies on the planet.”

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We think something like a MUSE device with the distribution and in-store experience with a company like Lululemon will be the sweet spot for wearables and athletic / functional. Activewear is now -all the time wear- adding sensors that enhance, track, suggest and more is next.