BUSINESS: Research + Stats Integrated Fitness Clothing Set to Eclipse Fitness Wearables By Staff Tuesday, June 16, 2020 1:55 PM In a newly published whitepaper, “Flatline—How Healthy Is The Fitness Wearables Market?” Juniper Research observes that fitness wearables no longer have the same level of novelty for consumers as they once did. As Juniper points out, “Nowadays there are numerous types of wristband competing for market share, with newer features and metric analysis the benchmark for a successful device. As fitness wearables have become more mainstream, brand recognition has gained more weight. The market is no longer new terrain where an innovative start-up can quickly gain market share; the established players dictate the development of the industry to a greater extent. Generally, such companies are developing new versions of previously successful fitness wearable products with enhanced features and the market develops accordingly.”By 2025, integrated fitness clothing will be the largest contributor of revenue, yielding over $11 billion, according to Jupiter. Meanwhile, falling prices for traditional consumer wearables will mean these products are overtaken; posting a revenue in 2025 of $5.3 billion, almost half that of clothing. Established players have, as yet, failed to change their strategies; emphasizing breadth of features over personalized offerings. Juniper Research anticipates that they will lose substantial market share without incorporating this trend, and expects Fitbit’s shipments to drop by 7.5 percent between 2020 and 2025.