SMART BAUBLE: Jawbone and BaubleBar partnered on a collection the two hope answers the question of how to create a wearable device people actually want to wear.
The nine-piece collection features Jawbone’s Up Move activity tracker dressed up as a bracelet the two companies see as passing more for an accessory than just a gadget on the body. That’s been the challenge for the broader wearables market with a plethora of activity-tracker makers and other fitness devices in the market vying for consumer dollars. Yet the category has been slow to take off beyond early adopters. Manufacturers hope more stylish options will help unlock the category’s success.
The Jawbone collaboration with BaubleBar sells for $65 to $85 for the accessory combined with the actual fitness tracker. They will be sold exclusively through BaubleBar and Jawbone. The price of the bracelets by themselves is $45 to $65.
The offering could help broaden Jawbone’s reach in the market, placing the brand in front of BaubleBar’s customer base, according to Travis Bogard, Jawbone vice president of product management and strategy.
“BaubleBar has a great following…interested in shopping,” he said. “They’ve created some interesting things that really look like a lot of the other jewelry [they sell] and they created [this collection] as the place for this technology, the Up Move, to go inside.”
Bogard said Jawbone attracts a customer base roughly evenly divided between men and women. The Up Move activity tracker attracts more women because of the ease in attaching it to a pocket, bra strap or other area less obvious to the eye, he said.
Jawbone, in September, made a big push into the fashion world with its release, during New York Fashion Week, of more stylish versions of its Up2 and Up3 trackers.
“We’ve had a number of people…who have basically looked at this and said, ‘Hey, this is finally a product that I would actually want to wear,’” Bogard said of the expanded Up2 and Up3 offerings. “You’re not buying consumer electronics where you care about speeds and feeds. That launch was really successful in shifting that conversation. This BaubleBar partnership is just an extension of that to continue to tell that story.”