Final rays from the first-generation Shine?
It always signals the beginning of the end: The special edition model packed with all imaginable extras, to help sustain a product’s position in the market just a little longer.
In the automotive industry, fully-laden special edition cars are known as “run out models” – clearing the line of all luxury options still in stock before production of a new model starts.
Therefore, when we heard about the latest editions of the Misfit Shine smart wristband, we couldn’t help but think that the Swarovski Shine collection is a last dance for the now venerable Shine, which first appeared more than two years ago. The new bling models are “propelled” (not “powered”) by Misfit, which is a new one when it comes to marketing speak (and we love it).
Launching Shine on the back of a crowd-funding campaign in November 2012, Misfit was an early mover – the Fitbit Flex came in May 2013, and Jawbone was in the process of recalling and re-marketing its first UP band. Nike was the only other true competitor, with its now-discontinued FuelBand.
Since then, Misfit has sustained the Shine through a clever series of marketing initiatives such as special colors, expanding the range around the core product (t-shirts and even Misfit socks!) and by bringing in the Flash, a new, lower-budget model below its premium-priced Shine. There’s no difference in functionality between the two models, but the lower-priced Flash offers a choice of garish plastic skins instead of the more upmarket brushed aluminum.
Swarovski “activity tracking crystal” Misfits cost US $169 for a starter set, with pricing pegged with the Tory Burch special “coffin” Fitbit holders. Meanwhile the Shine itself is now down to $79.99.
True innovation from Misfit – again
There are two new models, and with the Violet edition, Misfit again brings innovation to the market (following the six-month button battery, the t-shirts, the socks …) in the form of a patented “energy crystal to provide independent power.
Misfit’s blog says “This is the world’s first wireless activity and sleep monitor that utilizes an energy harvesting technology to enable it to never require charging or replacing of batteries. Simply expose the violet Swarovski Shine to light to keep it charged” – and this is impressive.
If you’re in Las Vegas for CES, you could do worse than visit Misfit in the Sands Expo Booth tomorrow (Tuesday January 6, 2015) from 11am desert time for a “Special Presentation and Product Demos with Misfit CEO Sonny Vu, VP of Product and Design Tim Golnik, and special guests”.