"Discrete and chic, one would never know what's hiding beneath the gorgeously dyed fox fur"

"Show her your appreciation: The hottest gifts this Mother's Day"

"I used a Remy for a month and now I can't live without it!"

"Completely adorable and so useful. Please take my money now!"

"Fashion and function combine in what might be the future of wearable tech"

"Truly revolutionizes the way we buy and wear wearables"

Significance of the press?

Most startups give themselves credibility through the press, and fashion tech startups are no exception. Both Ringly and Mira have well-curated Press sections. However, different publications focus on different aspects of the device which is indicative of how different social groups view the product.

Technical websites such as TechCrunch, Wired, Wareable use technical jargon such as “wearable” and “Bluetooth”. Tech publications are also more likely to compare fashion tech to other less-fashionable wearables such as Fitbit or the Apple Watch, as evidenced in “Does Ringly Have A Place In An Apple Watch World?” by TechCrunch’s Sarah Perez who begins the article by complaining about the “electronics that had caught on fire and were then put out in some sort of chemical bath” smell of her first Ringly. In the end, technical publications are mostly impressed that fashionable tech is fashionable but definitely consider fashion tech as tech before jewelry.

In contrast to technical publications, women oriented publications such as Vogue and Cosmopolitan are less concerned with the technical aspects of fashion tech, and more concerned with the design and social aspects. In Vogue’s “Would you wear a ring that tells you when your phone is ringing?” Julia Frank wonders if Ringly’s ability to screen notifications will bring back social etiquette by allowing users to check their phones less often. Many articles also mention how women would benefit from such a product, an aspect rarely explored in more technical pieces. Rather than scrutinizing fashionable tech in comparison to non-fashionable tech, these publications compare smart jewelry to normal jewelry and debate whether or not the Ringly or the Mira could ever pass for a normal ring or bracelet and what that means for women.

Business publications stand at the crux of the two ends of the spectrum occupied by tech and fashion. Magazines such as Forbes and Business Insider are more concerned with the big picture, the viability of fashion tech startups. While TechCrunch is wowed by how not-ugly Ringly is and Vogue is wowed by how useful Ringly is, Forbes is wowed by Ringly raising $5.1 million in funding and its potential to push the world of wearables in a new direction.

And the curated quotes on the Press page of fashion tech websites reflect each publication’s social group of concern. Mira chose to feature the quote “Mix and match with with any outfit” from the bump, a website for mothers. In contrast, TechCrunch’s quote for Ringly curtly says, “Ringly [is] a truly wearable fashion technology in the form of finger jewelry.”

In the fake quotes for the Remy, we show the diversity of opinions from different social groups. We also purposely feature more fashion publications because we know that the typical Remy customer will be more interested in the opinion of Vogue than of TechCrunch.

At the end of the day, the primary social group that concerns companies such as Ringly or Mira are their customers, the women who read Vogue and Cosmo and from the way it’s being written about, as jewelry first and tech second, it looks like fashion tech companies have succeeded in rescripting old technology such as Bluetooth into fashion accessories that just happen to be smart.

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