Wearable Electronics in Romania

PROSPECTS

Intensifying demand for wearable electronics

Romanians are increasingly preoccupied with living a healthier life or in practicing sports. There is also interest in innovative devices, which can provide the consumer with personal statistics.

Activity watch (digital) records the strongest retail volume growth

Romanians are especially fond of social media, with Facebook their favourite platform, where they share photos or various activities from their lives. It has become more common to use activity tracking apps, such as Garmin Connect, Strava, Endomondo and Runtastic.

Chained specialists and internet retailing the main channels for wearable electronics

Wearable electronics consumers prefer modern retail channels. Chained electronics and appliance retailers are the leading distributors of wearable electronics as they have a consistent portfolio of wearable electronics and feature the latest launches.

COMPETITIVE LANDSCAPE

Garmin leads wearable electronics

Activity wearables is highly heterogeneous, comprising of both low- and high-priced products. Whereas domestic players or brands such as Xiaomi target consumers less willing to spend, the likes of Apple target more sophisticated consumers.

Players focus on educating consumers on the benefits of wearable electronics

Given the potential for growth, brand owners are trying to educate consumers and make their products known to the Romanian audience. While their advertising is limited, corporate sponsorship is becoming more common, such as Garmin and Fitbit sponsoring running races.

Allview addresses a niche

Domestic players are also trying to take advantage of the growing demand for wearable electronics. Local companies largely focus on addressing income-restrained consumers, whereas the majority of their competitors are positioned in the mid- and high areas.

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