With exclusive content and improved athletic tracking, apparel from retailers like Wrangler and Mammut is further immersing consumers in the brand experience

To pursue a deeper connection with consumers, leading apparel brands are embedding technology into their wares, which allows shoppers to bring the brand experience home with them. Athletic and workwear brands in particular are designing products that track consumer performance, improve ease of use and offer exclusive content through partnerships with artists.

Under Armour HOVR  Sportswear brand Under Armour aims to enhance fitness activity tracking with a connected ecosystem that integrates with its HOVR shoe line. The sneakers are linked with the Samsung Galaxy smartwatch and JBL headphones, allowing users to monitor their achievements and perform real-time performance analysis.

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