Official Welcome To The Brudenell Shirt
Oura’s early customer, according to Hale, averaged at 35 years old, with a “perfect bell curve” straddling either side. Now, the company is seeing this curve “shift to the left”, with the fastest-growing customer segment being Gen Zs between 18 and 25 years old. Sales among women grew 250% in the last year, while men’s sales grew 75%, he adds. This tracks with general research into the demographics of wearables owners (the majority of whom own an Apple watch, the first wearable device to reach mass adoption). A comprehensive recent study of 3,021 hospital patients in the US found that 62% of women own a wearable device, over 53% of men, for example. Gen Zs were also most likely to own a wearable device (71%), over millennials (69%) and Gen Xs (65%).Official Welcome To The Brudenell Shirt
Oura rings cost between $349 for the Oura Ring 4 in silver and black to $499 for the Oura Ring 4 in gold and rose gold, as well as for all new ceramic finishes. Once purchased, Oura charges a $5.99 monthly or $69.99 annual subscription fee to access the smartphone app that shares insights from the device. It’s a price point that’s on a par with a smartphone, rather than pocket money for most Gen Z teens. Hale says 11% of Oura’s customers have an annual income of $50,000 or less — for them, paying for the ring is a clear financial priority. Experts say Gen Zs in particular are propagating the luxury preventative health and wellness trend, and are very engaged with health data and education. They often arrive at wellness brands promising preventative health solutions — from stress management to hormone regulation — through their own proactive research, rather than in response to pre-existing conditions. At the same time, preventative health has become something of a status symbol among consumers more broadly. Luxury, once defined by a large focus on possessions, has shifted to self-optimization. Wearing an Oura ring is one of the clearest ways to signal that you’re prioritising the new luxury apex — a higher, more sustained state of “wellness”.
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