This implies that companies have not yet cracked the code to deliver something that is both functional and fashionable. Given that intenders are highly style conscious, companies clearly need to focus on the aesthetics of their product – perhaps even more so than the features." Preferred brands differed by category: Apple (52%) led for smartwatches, Fitbit (37%) for fitness trackers, Google (36%) for eyewear and Nike (40%) for clothing. "Intenders are gravitating towards tech companies for wearables because tech companies have helped pioneer and move the market forward," said IDC's Ramon Llamas. "What will be interesting to observe is how tech companies partner with non-tech companies to develop new applications, or even how non-tech companies can compete in this space"