The fusion of health and fashion: Tory Burch and Fitbit

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In yet another mash-up of categories, designer Tory Burch has partnered with fitness-tracker brand Fitbit to introduce a Tory Burch for Fitbit accessories collection.

James Park, CEO and co-founder of Fitbit stated that “from day one, we’ve known that the form factor is crucial to creating a health and fitness device that will fit into people’s lifestyles and become truly wearable.”  And isn’t this what it’s all about – finding fresh points of relevancy to make a bigger difference in people’s daily lives. 

Here are a four other lessons learned we should takeaway about this partnership:

1. Marketing must work from the outside in – by starting with the customer, their world and their needs. And then building your brand around them.

2. Traditional category definitions make little sense any more – as boundaries continue to blur.

3. There are always new ways to stand out and be profitable – even in crowded markets like fashion and health.

4. Either disrupt or be disrupted.

I wonder who’ll be the first mens fashion designer to partner with Fitbit?

 

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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