"You can make the case that one of the most visible forms of fashion is the headphones that you wear," said Jim Mollica, global CMO at Bose.
The Ultra Open Earbuds, which play private audio while allowing in outside noises to keep users aware, were promoted with a range of influencer and celebrity ambassadors, as well as through Bose's first fashion collaboration.
From a marketing standpoint, what I did not want was for this to become a Google Glass. It couldn't be a gimmicky wearable. How does it become stylish?"
Bose, which is privately held, long relied on word-of-mouth marketing and store experiences, but wound down its retail footprint in 2020 due to the consumer shift toward e-commerce.
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