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When Tech meets Fashion, what could possibly go wrong? @nickdemey
This document discusses common pitfalls when combining technology and fashion. It notes that simply throwing technology into fashion does not make sense and provides examples of fashiontech startups that failed because they did not understand user behavior. The document emphasizes the difficulty of introducing new behaviors versus altering existing ones and stresses the importance of observing real users when developing fashiontech products and business concepts.
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Introduction to the clash of tech and fashion, highlighting potential misapplications in domains.
Emphasizes the importance of purposefulness in design and experimentation in fashion technology.
Discusses turning art into practical products while ensuring they provide value and meet customer needs.
Explores the risks of transitioning designs into startups and the necessity of time and resource investment.
Analyzes failed fashion tech startups and their lack of alignment with genuine user needs.
Examines altering versus introducing behavior in fashion technology adoption and the related challenges.
Encourages sharing examples of tech in fashion and concludes with a promotion for a related event.
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When Tech meets Fashion, what could possibly go wrong? @nickdemey
- 1. when meets fashion tech What could possibly gowrong? Flickr cc ashleypalmero
- 2. I’m @nickdemey, basedin Belgium Business Designer & co-founder at boardofinnovation.com Let me illustrate what often goes wrong when you innovate starting from technology triggers
- 3. You can’t justthrow technology into a domain & see what makes sense: Example: Fashion
- 4. This is whatyou’ll end up with? ¯_( )_/¯ Commuting Bluetooth enabled bike lights? #wtf Personal Care The connected menstrual cup #wtf Utilities SMS tech to talk to a fire hydrant? #wtf examples of 3 other domains via @internetofshit
- 5. Tech + Fashion &Clothing?
- 6. Create Art Create a new venture Behonest to yourself. What’s the purpose of your design or creation? What do you want to achieve? Run an Experiment feedback @nickdemey or boardofinnovation.com
- 7. Run an Experiment then justhave fun, try new things, learn as much as possible! If this is what you’re trying to do: You’re doing this just for yourself.
- 8. Run an Experiment then justhave fun, try new things, learn as much as possible! If this is what you’re trying to do: Look I have 3D printed some kind of fabric! Sweet, Energy harvesting textile with RFID tags!
- 9. Create Art Create a new venture Runan Experiment Instead of an experiment*, you might want to create something more meaningful. *don’t call your project “art”, just because you lost track what your experiment was all about. ;)
- 10. Create Art then it becomesa communication tool, it could trigger an emotional response, linked to a vision,… If this is what you’re trying to do: You’re doing this now for an audience.
- 11. Create Art then it becomesa communication tool, it could trigger an emotional response, linked to a vision,… If this is what you’re trying to do: Stress level triggered dress to defend your personal space. Brainwaves trigger designs & shapes = Less clothes = more sustainable.
- 12. Create Art Create a new venture Runan Experiment But, if your project evolves towards a business concept, You really have to offer value. You will need to think different!
- 13. then you’re creatinga product, somebody should be willing to pay for it, you need marketing, sales, support,… If this is what you’re trying to do: You’re doing this now for customers Create a new venture
- 14. then you’re creatinga product, somebody should be willing to pay for it, you need marketing, sales, support,… If this is what you’re trying to do: Create a new venture Smart fabrics can cool/heat your body. Reduces energy bill. Heart rate & movement tracking shirt for athletes.
- 15. Create Art Create a new venture Runan Experiment Risk Free zone. Risk!
- 16. A New Venture= Risk. Suddenly you have users. Clients with expectations. You need to invest time & resources while you try to understand how to create value.
- 17. Tech Design Behaviour Design Whatyou might think you’re doing. What you’re actually doing.
- 18. Examples of Fashtechstartups that got it wrong. at first glance many might look interesting, but that doesn’t mean there is real business value.
- 19. Example: softspot.io Just techfeatures. No idea of clients No concrete use case.
- 20. Example: thisisVigour.com Cardigan withsensors, link with iPad, to monitor rehabilitation process. Beautiful design, but flawed from a behavioural point of view. Continuous monitoring - vs - “Who wears the same cardigan every day?”
- 21. Example: MimoBaby.com Baby monitor+ sensors (breathing, sleep,…) Detachable unit (turtle) Although I love their mission, actual behaviour shows baby clothes needs to be swapped very often. “Body fluids” might ruin expensive clothes with integrated sensors. …
- 22. Example: Better alternative?owletcare.com Minor difference, but better aligned with actual behaviour of people.
- 23. Behaviour Design 2 options- but one is far more difficult . Alter existing behaviour & habits. Introduce new behaviour & habits. 1 2 feedback @nickdemey or boardofinnovation.com
- 24. Alter Existing versusintroducing new behaviour Alter existing behaviour: Already today people use clothes to shape their image. DIY 3D printed modules are just a small iteration of this existing behaviour. Small change = easy to adopt.
- 25. Alter Existing versusintroducing new behaviour Introduce new behaviour: Nobody today uses clothes to send hugs over a distance. Imagine the steps needed before you can send hugs remotely. Both users first need to communicate in order to make sure both are wearing the shirt. Introducing new behaviour is very difficult! Big change = very hard to adopt. This invention never took off. send hug
- 26. Alter Existing versusintroducing new behaviour Introduce new behaviour: Nobody today uses clothes to do payments. Wireless payments or not, you still will carry your mobile phone, wallet,… Do you wear this jacket every day? Another gimmick, just throwing tech into fashion doesn’t mean there is a person out there willing to use it.
- 27. Alter Existing versusintroducing new behaviour Flawed: Clothing to control objects that fit in a daily routine. Send message by touching your ‘hoodie’ Integrated controls for a specific use case still makes sense. Control Volume with your zipper?! Serious?
- 28. Nothing wrong with experimenting& building concepts. But once you go in ‘startup’ mode, you need to be realistic & observe real users. Don’t fool yourself ;) feedback @nickdemey or boardofinnovation.com
- 29. What other exampleshave you seen? #win or #fail ? Vibrating shoes with GPS navigation? Drumpants with sensors to create music? Bra that unlocks when you feel in love. feedback @nickdemey or boardofinnovation.com
- 30. I will bea coach at Startup Weekend FashTech tickets: www.swfashtech.co (Antwerp, 27-29 Nov) boardofinnovation.com Get in touch via @nickdemey or