Ringly takes fashion-first approach to wearables

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Formerecommerce executives from Etsy and eBay took a fashion-first approach to wearables with a new smart ring that attempts to meet the needs of smartphone-savvy fashionistas.
Ringly is available in five colors, one not shown
The ring connects directly to the application

The wearable, compatible with iOS and Android platforms, will be available this fall, but those interested can preorder on ringly.com. Preordering currently saves consumers 25 percent off the retail price.

Ringly retails for $195-$260, and the wearable can be preordered for $145-$180.

Design first
At first glance, Google Glass seemed too futuristic for everyday use, but a partnership between Google and U.S. fashion label Diane von Furstenberg might give the product the stylish appeal it needs to be marketable and desirable.

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Premiering on June 23, styles will include five new frames and eight new shades (see story).

Studies have shown that wearables lack a fashionable appeal. With some of the first entries in the wearables category failing to excite consumers, the next round of devices could feature a stronger fashion sense.

The well-to-do, early-adopters which wearables are targeted at are not just interested in technology for technologys sake but desires items with the elusive cool factor. A lack of style is part of the reason why some early entries, such as Google Glass, have not caught on and could explain Apples $3-million deal for Beats as a stepping stone toward the development of a smart headphone with cache (see story).

By prioritizing appearance over technology, marketers are more likely to appeal to consumers.

All of the wearable products on the market today lack the aesthetic quality that women are looking for when they choose accessories, said Ms. Mercando. And although many wearable products have introduced some mind-blowing technology, they still havent solved a huge problem that every woman faces: how do I make sure I dont miss a call while my phone is in my purse?

Ringly links up with your phone via Bluetooth technology so you can receive notifications on whats important while still being present in the moment, she said. Ringly is not a clunky and over gadget-y device.

Its a beautifully crafted piece of jewelry that women will want to wear, and it looks like a piece of jewelry you would buy even without the technology. Were all about making powerful technology thats highly functional but seamlessly integrates into your everyday life almost as if it disappears altogether.

Final Take
Caitlyn Bohannon, editorial assistant for Mobile Marketer, New York

Related content: Software and technology, Ringly, Christina Mercando, wearable, tech, mobile

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