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Are we really going to shop from the Apple Watch? What retail apps are trying to achieve

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When Apple makes a major announcement like a move into the wearables category, it’s guaranteed a long line of other businesses will jump on board any which way they can; aiming for success by association with relevant launches of their own.

Needless to say there were multiple new apps created in time for the Apple Watch hitting stores in April on that very basis. 3,500 to be precise. Retail is one of the key categories within that, with Target, Asos, Amazon, JC Penney and Marks & Spencer just some examples of those who introduced new applications specifically.

Many of these brands aren’t normally what we’d consider early movers in such a tech game. So what are they trying to achieve? Are such efforts merely about benefitting from the media coverage likely to follow, or do they actually think there’s potential to be shopping from our wrists?

Head over to Forbes.com for my full story exploring the answers to those questions.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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