Ciara, a young fitness blogger and the daughter of football legend O.J. Simpson, is one of Japan’s growing list of celebrities who are using their social media clout to expand their businesses into new markets.
Related Image Expand / Contract (LeSportsac)
On her blog, CYR (cyroletyr), Ciara teamed up with company LeSportsac, one of Japan’s largest sportswear brands. The brands collaborated on a line of fitness and Lifestyle apparel and accessories, with a feature line entitled Weta’s Sexy and Cheeky.
“LeSportsac brought my dreams to life through this collaboration by enabling me to generate new content and sales opportunities as well as making the sportswear more accessible and accessible to more women,” said Ciara.
The collaboration isn’t just making a little money for the sports apparel company, but is giving Ciara a very big boost in her career. The eleven collections will be sold both online and at select mass-retailer, Shop Your Way.
The partnership is just one of a growing number of odd-looking smart clothing choices hitting the market.
For some brands it’s an easy way to get attention to build buzz on their brands. For others, it’s an easy way to make a buck.
In a variety of unisex styles, these smart clothes are gaining a following in Japan.
Wearable Tech (computer wearables, watches, etc.) first became popular in the United States about ten years ago with a bunch of early competitors like the LunaTik. Since then, though, the big consumer electronics companies have been improving these small bodies of tech.
“With sensors, there’s a point when this mini computer can get better, faster, stronger, smarter,” said Nisbett Stapley, a concept designer. “By putting all these resources inside the body to improve the internal workings of the equipment, it’s a great way to push the performance of those electronics.”
Related Image Expand / Contract (Ciara)
In the last two years, there has been a huge increase in interest in basic tech-wear like smart watches, wrist bands, bracelets, hats, sunglasses, and headphones.
And recently, we’ve seen new things like smart underwear. The safety of both the wearer and the owner is something couples and tweens are beginning to think about. Smart underwear can track body movements, heart rates, perspiration, even detect body temperature through sensors.
So, why stop at men’s wear? Women want to know how the rest of the world feels too.
“Wearable technology is a cool concept, and we think it will become a growing trend,” said Denise Cooper, who designs women’s footwear for M.A.C Cosmetics.
M.A.C worked with a Japanese company to create a fashion line of stretch, activewear that should look good on everyone.
The range of clothes have different patterns but all feature a little bit of stretch. The downside is that the fabrics tend to irritate and irritate people with allergies.