Merchandising/Marketing/Retailing: Management

Wearable Technology for Young Children: A Segmentation Study of Parental Values and Product Feature Preferences  

---

Abstract

This study examines parental value-based segmentation and product feature preferences for wearable technology designed for children aged 0–3 years. An online survey was administered to U.S. parents (N = 267) to measure their perceived consumer values and preferences for wearable product features. Exploratory and confirmatory factor analyses identified three robust value dimensions: quality, social, and price. Cluster analysis revealed three distinct parent segments: Value-Seeking Pragmatists, High-Value Enthusiasts, and Budget-Conscious Skeptics. Across all segments, safety, performance, and quality emerged as the most important product features, while aesthetics, branding, and fabric type were consistently ranked as the least important. However, segments differed in their prioritization of augmented features, including ease of use, functionality, fit, and price sensitivity. The findings highlight the significant influence of utilitarian value in early childhood wearables and offer actionable insights for segment-specific product design, pricing strategies, and marketing communications in the emerging children’s wearable technology market.

Keywords: Children’s wearable technology, Parental value segmentation, Smart textiles, Product feature preferences, Consumer perceived value

How to Cite:

Liu, C. C. & Xia, S., (2025) “Wearable Technology for Young Children: A Segmentation Study of Parental Values and Product Feature Preferences  ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21627