The way we place a business regarding its market has been changing these last couple of years.
Traditionally, depending on your product, service and vision, businesses (and therefore brands) have been clustered in various groups, like consumer goods, clothing, footwear, among many others. Why? Because it's of human nature to organize, to make everyone know what everyone else's place is, specially when you're dealing with competitive markets.
The way I see it, this hasn't ended. But it has gained a new layer which will endure from now on: the technology layer. The way I see it, many brands (some more than others) have turned also into tech brands.
This, of course, doesn't mean your product has necessarily changed into a tech product (although some visionary companies are working really hard towards that), but it means the way you communicate — with the internet having an increasingly central role — has fundamentally changed the way you present yourself to people.
For example, if you develop a Facebook app to present your product, what distinguishes the product itself from the technology which now embodies its medium of exposure? If I can customize my sneaker, isn't your sneaker now partially a tech product? As we see the rise of digital dressing rooms, this tech layer placed on top of otherwise offline experiences increases to a point where everything we consume ends up having a profound relationship with technology. This, of course, means the brands who own those same products are increasingly entering the tech market.
This is not a bad thing, but rather an exercise of perspective. Brands are increasingly adding technology to their own identities, which ultimately — I believe — will be the best choice for us all, if done properly. Let's, however, keep our focus. We end up seeing lots of brands using technology as a way of saying, "look, we're technological". This is wrong. Even if we're all a bit more techy, that doesn't make technology the end of your communication, because you must never forget you DO have a product to sell.
All brands are now also tech brands, but a fundamental principle hasn't changed. Your target audience doesn't want to know what you can do with technology; they want to know what your technology can do for them.