The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
NEW YORK, United States — Intel Corp., which typically discusses the features of its products in nanometers, is going to try to sell a gadget based on something more visible: bling.
Its MICA bracelet — a $495 piece of jewelry — will go on sale in early December at “select” Barneys New York Inc. and Opening Ceremony stores, the chipmaker said. Intel has even limited the product’s functions to messaging, calendar and notifications. Rather than marketing the device as a high-tech toy for nerds, Intel hid the screen to make sure it can stand on its own as an accessory, according to Ayse Ildeniz, an Intel vice president.
Intel is going up against Apple Inc., which is planning to roll out a smartwatch in early 2015. The Apple Watch is also being touted as a fashion accessory, with configurations that range from basic sport designs to flashy metallic bangles. Microsoft Corp., FitBit Inc. and other wearable band makers are aiming for more fitness and health-conscious consumers.
“We’re doing a jewelry piece for a woman; it happens to be smart,” Ildeniz said. “It’s a departure in many different ways from what Intel usually does.”
ADVERTISEMENT
Intel Chief Executive Officer Brian Krzanich is targeting wearables as a future market for his company’s chips, as he seeks to parlay the chipmaker’s dominance in computing into new areas. Rather than add to the growing list of smart watches -- none of which has yet won mass market appeal — Santa Clara, California-based Intel is aiming to integrate technology into things that people would wear anyway.
MICA is made of semi-precious gems, snakeskin and gold. Wearers can access text messages, notifications from Google Inc. and Facebook Inc. services and local business recommendations from Yelp Inc. In keeping with its price tag and exclusive image, users will be able to set up VIP contact lists to filter who can reach them via the bracelet.
The device has its own mobile connection, meaning it doesn’t have to be paired with a phone, and comes with two years of free AT&T Inc. data service.
In one respect, however, the device betrays its geek roots: the name is an abbreviation for My Intelligent Communications Accessory.
By Ian King; editors: Pui-Wing Tam, Reed Stevenson, Andrew Pollack.
BoF Careers provides essential sector insights for fashion's technology and e-commerce professionals this month, to help you decode fashion’s commercial and creative landscape.
The algorithms TikTok relies on for its operations are deemed core to ByteDance overall operations, which would make a sale of the app with algorithms highly unlikely.
The app, owned by TikTok parent company ByteDance, has been promising to help emerging US labels get started selling in China at the same time that TikTok stares down a ban by the US for its ties to China.
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.