A big tech corporation might see this as a "new market" or a way to extend the reach of their sensors, but from a user perspective this is a useless gimmick. And it's not new, when mp3 players were all the rage you could get a jacket with an integrated mp3 player. People prefer separate devices because they can use the functionality with all their clothing.
Wearable technology is not going to be a thing until it stops trying to attach stuff to clothing, and start improving clothing. The obvious improvement for a jacket would be including a thermostat that regulates the temperature.