While a broad selection of wearable tech is inevitable, I think tech combined with clothes will be a difficult market to figure out. Let’s use this jacket as an example. The consumer is forced to buy two items in one - is it a GPS device? Or is it a jacket? What happens if they want the GPS function, but don’t like how it looks? What happens if they like how the jacket looks but they don’t want the clunky-ness or extra cost of the GPS? Fashion is very subjective, and what people want in fashion are lots of options.
I think to successfully navigate the tech-clothes-fashion market, the tech needs to be independent of the clothing in order to allow selection, while seamlessly integrating so it doesn’t stand out like a sore thumb or make the wearer look like a science experiment. Both goals are very opposite, making it a challenge to achieve.