A decade ago, smart glasses seemed to be tech giants’ next big step toward wearables and potentially of their mingling with fashion power players. But the category fizzled and has yet to widely catch on.
Although competition is intensifying despite the category having yet to ramp up, observers are left questioning the fashion quotient.
“Several of the smart glasses took on sort of a cliché idea of what we will all look like in the future. While clearly this is an innovative idea, it sits at an interesting crossroads between product design and fashion eyewear design and I think breaking out of the typical ‘futuristic’ aesthetics is absolutely necessary,” she said.
As is the case for other wearables, there’s alchemy that smart glasses need to achieve to scale, observers noted. “We believe there could be space for this specific product to be further fine-tuned, across all dimensions: fashionable and personalized design, high-tech features and compelling storytelling to increase customer awareness and eventually adoption,” Levato said.
He noted how the device is available in additional styles and was updated to add software features: Ray-Ban Stories can now record up to 60-second videos, while new languages and audible notifications have been implemented.The device is available in 10 countries, but the executive declined to disclose the number of sold items and most relevant consumer targets.
Adding pressure to tech giants, and their fashion partners, are privacy concerns — a top priority for younger consumers. Meta did not elaborate on what actions it might be taking product-wise to tackle those issues, other than saying it was recommended to implement signals clearly showing that the device is recording. Ray-Ban Stories currently have a built-in red LED that lights up when the camera is in action.
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