How do consumers think about hybrid products? Computer wearables have an identity problem
研究了混合产品（如可穿戴设备）因跨越传统产品类别而带来的市场定位挑战，提出了基于功能性和时尚维度的分类法，并分析了不同组合对消费者自我形象和产品吸引力的影响。
Hybrid products, as exemplified by Apple or Fitbit wearables, claim features of different product categories (i.e., a technology and a fashion item). As these products develop, marketers find it challenging to position and market them because they transcend traditional categories. Using wearables as exemplars and utilizing the product design literature, we propose a typology of these hybrids using the dimensions of (1) mono- versus multi-functionality and (2) mass- versus luxury fashion. Apart from being a fashion product, mono-functional wearables support one main technology-enabled function (e.g., an activity tracker), whereas multi-functional wearables support multiple functions (e.g., being a watch, activity tracker and an organizer). To illustrate the optimal positioning strategies for wearables, we show how various permutations of these products impact a consumer's self-image and product desirability.