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.
The health tech company — best known for its smart ring that tracks everything from general fitness to sleep patterns — has tapped Kering-owned Gucci for its first luxury fashion partnership.
It’s the latest effort from the wearable tech company to make its product resonate with fashion-conscious consumers, broadening its appeal. Back in 2020, Oura debuted a limited edition yellow gold band, which sold for $399. Currently, the market for smart accessories is dominated by Apple, which has also leveraged the power of luxury labels to help boost its cool factor (the tech giant has a long-term collaboration with Hermès on a special co-branded edition of the Apple watch).
Retailing for $950, the Oura x Gucci ring is embossed with the Italian house’s signature interlocking G logo in 18K gold and tracks the wearer’s heart rate, respiratory rate, temperature and sleep. It’s available to purchase on Gucci’s website and in some brick-and-mortar Gucci stores.
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The Quest to Make Wearable Tech Fashionable
With the launch of a yellow-gold band, Silicon Valley-favourite Oura wants its smart ring to be as stylish as it is functional. Lauren Sherman gives it a test drive.
At The Business of Fashion’s Professional Summit in New York last week, Sona Abaryan, partner and global retail and luxury sector lead at tech-enabled data science firm Ekimetrics, shared how businesses can more effectively leverage AI-driven insights on consumer behaviour to achieve a customer-centric strategic approach.
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The US House of Representatives approved a bill that could ultimately lead to a ban of the app, but its path forward remains far from certain.