Consumer resistance to innovation: smart clothing

Abstract

Smart clothing is believed to have an enormous growth potential, but at present, it is not so attractive in terms of sales. This study identified various obstacles affecting consumers’ interest in smart clothing. Interviews were conducted with consumers who are resistant to innovation, those who would continue to use their phones and wearable devices of which safety and functionality have already been proven but reject smart clothing. Availability, which refers to the extent to which consumers can use a product or service, is also a significant factor influencing the innovation resistance of smart clothing. It was also observed that consumers reject smart clothing as an act of resisting innovation; many stated that they would not buy smart clothing unless a trustable brand produces it with appropriate functions and lower prices. Some people said that they refuse to purchase smart clothing due to aesthetic dissatisfaction despite the improved quality and performance. These results indicate that manufacturers should consider what functionality or technology would be appropriate to incorporate in clothing while ensuring fashionable styles and availability in many sizes.