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Why women aren't buying smartwatches
By Thom Holwerda on 2016-01-12 22:20:49

The solve for this has been smartwatches designed specifically for women, to varying degrees of offense. Resizing is the first step: a thinner strap, a smaller face, more delicate styling (though, of course, not all women have tiny wrists, the same way that not all men have big wrists). Colorways come next, trading "masculine" black, gray, or brown for "feminine" white, tan, and now-ubiquitous rose gold (seriously, ever since Apple added rose gold to their lineup in September, every damn tech company has followed suit). The final step in making wearable tech for ladies? Throw some jewels on it. Sigh.

Technology companies and designing products for women don't go well together, and never have - smartwatches and fitness trackers just highlight this problem like never before.

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Read Comments: 1-10 -- 11-20 -- 21-30 -- 31-40
Or should we ask...
By hdjhfds on 2016-01-12 22:53:26
Why would anyone buy a watch requiring recharge each and every single day?
Permalink - Score: 8
RE: Or should we ask...
By majipoor on 2016-01-12 23:34:08
I guess you were wondering in 2007 why would anyone purchase a phone you need to charge every day? Some will never learn.
Permalink - Score: 6
Not surprising
By tylerdurden on 2016-01-12 23:36:30
Time being an invention of the patriarchy and all...
Permalink - Score: 7
Women and phones
By WorknMan on 2016-01-12 23:43:59
So, women don't like big watches... what about these honkin' huge smartphones? Are they buying those?
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RE: Women and phones
By CaptainN- on 2016-01-12 23:51:41
I have no data, but yes, women do seem to like large smartphones. It makes sense - women often carry their phones in a bag of some kind, so why not carry a phablet?

As for fitness trackers, I do know plenty of women who have them (actually, in my local sample - college kids at college Zumba classes, and a largish local Karate Dojo - it's mostly women who use them), so I'd be surprised if data suggests they don't wear them. Maybe it's just younger women who buy fitness trackers, vs mostly older men who buy smart watches (which also seems to be the case, subjectively).

Smart watches (other than the Apple watch) do tend to be too large.
Permalink - Score: 3
By Treza on 2016-01-12 23:59:10
Or maybe tech. companies are drolling about the insane margins of luxury brands.

It is not about making something "neutral" appealing to everyone, it is about milking some customers.

Mens are similarly marketed with all sort of sports themed gadgets.

By ridiculing stereotypes, it glorifies the new mandatory neutral look, exemplified by Apple, rectangular metal and glass bricks, which is just another stereotype.

I hope there will be Swarowsky, skeumorphic, baroque, steampunk or vintage CASIO themed smartwatches, not just something that could perfectly fit in an IKEA ad.
Permalink - Score: 7
Watches are jewellery.
By unclefester on 2016-01-13 00:18:20
Watches are (nothing more than) jewellery. If they were actually used for telling time we would all be wearing $10 digital models. [You'll never see a real fighter pilot wearing a mechanical watch.]

Have a look at any advertisement for any major watch brand. The men's models always have a lot of BS about heritage and technology. The women's models are always sold on looks. This is despite the fact that men's and women's models often use identical movements. Here's a nice pink ladies Casio G Shock http://www.shopcasio.com/product...

Edited 2016-01-13 00:26 UTC
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Feminine bling to appeal to the Chinese market?
By Dave_K on 2016-01-13 00:20:08
This piece is pretty dismissive of Swarovski crystal encrusted lady watches, but some tech products given a similarly politically incorrect treatment have been a big hit, at least in China.

For example, Casio's TR series of selfie cameras for women have been very profitable, despite most low spec compact cameras losing much of their market to smartphones.



"The cameras have proved so popular in China that Casio has opened three stores that sell only TR series models. The stores are designed like make-up boutiques, to set the products apart from other cameras in the market. At up to ¥100,000 (about $800) a pop these are not low-cost novelties priced for the mass market, so clearly Casio has been doing something very right indeed."

Permalink - Score: 4
By signals on 2016-01-13 01:16:02
Design is the most obvious starting point. It sucks to use gender to describe aesthetics in 2016, but the bulk of smartwatches still look traditionally "masculine."

The solve for this has been smartwatches designed specifically for women, to varying degrees of offense.

Does anybody else see anything wrong with using masculine stereotypes to explain why women don't buy smartwatches, then being offended when the manufacturers try to use feminine stereotypes to get women to buy them?
Permalink - Score: 9
RE: Feminine bling to appeal to the Chinese market?
By Treza on 2016-01-13 01:19:58
Wow !
I'm stunned.
Permalink - Score: 2

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