The Lenovo Tab Wear collection is based on consumer insights from Lenovo users and Pew Research. It found that people crave “me time,” which is dedicated personal time for individuals, allowing them to prioritize their wellbeing and do whatever gives them joy. “Tech and fashion are both constantly evolving, innovating and adapting to our changing society,” said Emily Ketchen, vice president and chief marketing officer of Intelligent Devices Group and International Markets at Lenovo. “As technology becomes even more woven into the fabric of our daily lives, we must embrace its benefits to address people’s evolving needs. The Lenovo Tab Wear Collection is a creative example of seamlessly integrating technology into multipurpose outerwear for ‘me time.’ ”
Lenovo Integrating Function And Fashion
By integrating a Lenovo tablet into the concepts, users can escape into their favorite indoor and outdoor leisure activities, whether immersing themselves in a show, browsing social media, or even pursuing creative projects,” said Wahid Razali, worldwide marketing director at Lenovo. As wellness and self-care continue to be a priority for many, the Lenovo Tab Wear Collection can expand me time beyond the home.
Consumer Insights Key For Product Innovations
In 2021, Lenovo consumer research showed that how people relate to the tablet differs from how they connect to a phone or a personal computer. “The tablet brings a feeling of well-being and makes people feel good about themselves,” said Razali. When people are on the tablet, as opposed to mobile devices and laptops, they are usually not linked to work or other obligations, explained Razali. “We realized that how people interact with the tablet is a very fulfilling experience, and from research in 2022, we also learned that there was a significant correlation of tablet users who had a high affinity to fashion,” said Razali.
The consumer data suggested that over 80% of the time spent on the tablet was in the confines of one’s home. Lenovo wanted to address how fashion can intersect with part of me time and create the going-out as the new staying-in. “The tablet is the device that lets you feel good and take a break from obligations like work and kids, said Razali.
Tech Meets Fashion
Lenovo reached out to fashion designers to create a collection that celebrates me time for everyone. Each design specifically addressed a consumer’s interaction with the tablet. The designs embodied functionality that fosters a variety of uses and a connection with nature. The designers created each design to enhance the me time environment with the ability to use tablets in various settings.
The Lenovo Tab Wear collection features:
- London and Reykjavík-based outerwear designer team, RANRA, created a noise and light-canceling hoodie that would be a lifesaver on any flight, bus, or train.
- Hong Kong-based independent menswear designer Kit Wan Studios created a techno-armor exoskeleton to integrate tech into streetwear.
- Amsterdam-based Maium, who focuses on fashionable, functional, and weather-ready pieces, designed an inflatable hammock that is ideal for the great outdoors.
Design Success Drives Consumer Demand
While The Lenovo Tab Wear collection was not initially designed for mass consumption, the designers were so thrilled with their initial one-of-a-kind design that some collection items will be available for the public. Consumers can preorder Maium’s unique design directly on the brand page for a limited time over the holiday season.
For the Lenovo Tab Wear collection, each designer brought their creativity and individual style to the table, creating a one-of-a-kind garment. Inspired by their unique backgrounds and visions, the designs demonstrate the convergence of fashion and technology.
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