Wearable Tech in Fashion Marketing Management: Consumer Insights and Barriers to Adoption in the UK

This study examines the adoption of wearable technology in the UK fashion industry, focusing on how consumers balance hedonic (emotional, fashion-oriented) and utilitarian (practical, functional) motivations. It also identifies key barriers to adoption, such as high costs, privacy concerns, and comfort issues, while highlighting opportunities for blending technology with fashion to meet consumer needs. The study uses qualitative methods, including semi-structured interviews and focus groups, to explore consumer behaviour. Data were collected from 30 participants, selected through purposive sampling to ensure diversity across age, gender, and technological experience. Thematic analysis was applied to identify key patterns in consumer preferences and barriers to wearable technology adoption. The findings show that consumers are driven by both hedonic and utilitarian motivations, valuing wearable technology for its aesthetic appeal and multifunctionality, such as health monitoring and communication. Key barriers include high costs, privacy concerns, and comfort issues. Participants emphasised the need for stylish, ergonomic, and affordable wearable devices with strong privacy protections. The study also highlights the potential for greater adoption if wearable technology is seamlessly integrated into fashion, and it explores the role of collaborations between tech companies and fashion brands. This study is limited by its sample size and focus on the UK market, which may not fully represent global consumer preferences. Future research could expand the sample to include cross-cultural comparisons and explore how technological advancements, such as smart fabrics, influence adoption. The findings provide a basis for further investigation into how behavioural drivers like privacy concerns and social status shape wearable tech adoption. The study suggests that manufacturers of wearable technology should focus on developing devices that balance both style and functionality to appeal to consumers' aesthetic and practical needs. Companies should prioritise ergonomic designs, offer products at varied price points, and incorporate robust data protection measures to address privacy concerns. These insights can guide the development of future products and brand collaborations between tech and fashion industries. Wearable technology, when effectively integrated into fashion, has the potential to influence consumer identity and social behaviour. As these devices become more ubiquitous, they could play a role in shaping social norms around privacy, health, and personal expression. Ensuring accessibility through affordable pricing and design diversity could also promote wider societal adoption, reducing the digital divide. This study offers original insights into the dual role of wearable technology as both a fashion statement and a functional tool. It highlights the balance between hedonic and utilitarian motivations and provides practical recommendations for addressing barriers such as cost, comfort, and privacy. The findings contribute to the growing body of knowledge on wearable tech adoption and provide a foundation for future research and product development.