Levi’s and Google have teamed up to create the stylish Project Jacquard, a piece of wearable technology that strives to streamline commuting and communicating. The technology provides cyclists and travelers with easy-access to their smartphone device via interactive panels on the sleeve of Levi’s Trucker Jacket.
The jacket is a showcase from Levi’s and Google, indicating the technological trajectory of both brands. Project Jacquard serves more as an effective PR stunt, rather than a sustained or legitimate product launch. Levi’s provides the style, and Google the substance.
Wearable technology is becoming increasingly more integrated in the daily lives of consumers. Since 2013 and the mainstream inception of the Apple Watch, more brands have been attempting wearable innovation.
Jacquard is very much a project in its initial stages, and although the jacket is due to be released to the general public and will be available to the mainstream consumer, its production will be extremely exclusive and limited. Project Jacquard perhaps signals a kick-start for Levi’s, a brand that’s been struggling in recent years to truly capture the zeitgeist and attention of lucrative millennial consumers. Google brings obvious connotations of quality and evolution, but Jacquard is a unique venture for the search engine giant, as they attempt to combat Apple by breaching the gap between style and technology. The Jacquard Jacket is truly stylish and aligns seamlessly with Levi’s product portfolio, and the smart panels are intelligently subtle.
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Wearable technology signals a movement towards intimate marketing. Strategists need to be aware that consumers are consistently bringing technological mediums deeper into their personal space, meaning branding impressions must be more personal and tailored than ever. Wearable technology also means consumers are now engaging with their devices during formerly tech-absent parts of the day. The Jacquard gives marketers potential access to a consumer’s commute, a valuable avenue to capitalise upon.