when tech meets fashion, what could possibly go wrong? @nickdemey
TRANSCRIPT
I’m @nickdemey, based in Belgium Business Designer & co-founder at
boardofinnovation.com
Let me illustrate what often goes wrong when
you innovate starting from technology triggers
This is what you’ll end up with? ¯\_( )_/¯
Commuting
Bluetooth enabledbike lights?
#wtfPersonal Care
The connected menstrual cup
#wtf
Utilities
SMS tech to talk to a fire hydrant?
#wtf
examples of 3 other domains via @internetofshit
Create Art
Create a new venture
Be honest to yourself. What’s the purpose of your design or creation?
What do you want to achieve?
Run anExperiment
feedback @nickdemey or boardofinnovation.com
Run anExperiment
then just have 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.
Run anExperiment
then just have 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 harvestingtextile with RFIDtags!
Create Art
Create a new venture
Run anExperiment
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. ;)
Create Art
then it becomes a communication tool, it could trigger anemotional response, linked to a vision,…
If this is what you’re trying to do:
You’re doing this now for an audience.
Create Art
then it becomes a communication tool, it could trigger anemotional response, linked to a vision,…
If this is what you’re trying to do:
Stress level triggered dressto defend your personal space.
Brainwaves trigger designs & shapes = Less clothes = more sustainable.
Create Art
Create a new venture
Run anExperiment
But, if your project evolvestowards a business concept,
You really have to offer value.
You will need to think different!
then you’re creating a 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
then you’re creating a 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 trackingshirt for athletes.
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.
Examples of Fashtech startupsthat got it wrong.
at first glance many might look interesting, but that doesn’t mean there is real business value.
Example: softspot.io
Just tech features. No idea of clients
No concrete use case.
Example: thisisVigour.com
Cardigan with sensors, 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?”
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 expensiveclothes with integrated sensors.
…
Example: Better alternative? owletcare.com
Minor difference, but better aligned with actual behaviour of people.
Behaviour Design2 options - but one is far more difficult .
Alter existing
behaviour &
habits.
Introduce new
behaviour &
habits.
1 2
feedback @nickdemey or boardofinnovation.com
Alter Existing versus introducing new behaviour
Alter existing behaviour:Already today people use clothes to shape their image.
DIY 3D printed modulesare just a small iteration
of this existing behaviour.
Small change = easy to adopt.
Alter Existing versus introducing 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
Alter Existing versus introducing 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.
Alter Existing versus introducing new behaviour
Flawed: Clothing to control objects that fit in a daily routine.
Send message by touching your ‘hoodie’
Integrated controlsfor a specific use case
still makes sense.
Control Volume
with your zipper?!
Serious?
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
What other examples have you seen?
#win or #fail ?
Vibrating shoes withGPS navigation?
Drumpants with sensorsto create music?
Bra that unlocks whenyou feel in love.
feedback @nickdemey or boardofinnovation.com
I will be a coach at Startup Weekend FashTechtickets: www.swfashtech.co
(Antwerp, 27-29 Nov)
boardofinnovation.com
Get in touch via @nickdemey or