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When Tech Meets Fashion

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when tech meets fashion What could possibly go wrong? Flickr cc ashleypalmero


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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


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You can’t just throw technology into a domain
 & see what makes sense: Example: Fashion


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This is what you’ll end up with? ¯\_( )_/¯ examples of 3 other domains 
 via @internetofshit Commuting Utilities Bluetooth enabled
 bike lights?
 #wtf SMS tech to talk to a fire hydrant? #wtf Personal Care The connected 
 menstrual cup #wtf


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Tech + Fashion & Clothing?


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Be honest to yourself. 
 What’s the purpose of your design or creation? 
 What do you want to achieve? Run an
 Experiment Create Art Create a new venture feedback @nickdemey or boardofinnovation.com


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If this is what you’re trying to do: Run an
 Experiment then just have fun, try new things, learn as much as possible! You’re doing this just for yourself.


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If this is what you’re trying to do: Run an
 Experiment then just have fun, try new things, learn as much as possible! Sweet,
 Energy harvesting
 textile with RFID
 tags! Look I have 
 3D printed some
 kind of fabric!


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Run an
 Experiment Create Art 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 a new venture


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If this is what you’re trying to do: Create Art then it becomes a communication tool, it could trigger an
 emotional response, linked to a vision,… You’re doing this now for an audience.


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If this is what you’re trying to do: Create Art then it becomes a communication tool, it could trigger an
 emotional response, linked to a vision,… Stress level triggered dress
 to defend your personal space. Brainwaves trigger designs & shapes
 = Less clothes = more sustainable.


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Run an
 Experiment Create Art Create a new venture But, if your project evolves
 towards a business concept, You really have to offer value. You will need to think different!


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If this is what you’re trying to do: Create a new venture then you’re creating a product, somebody should be willing
 to pay for it, you need marketing, sales, support,… You’re doing this now for customers


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If this is what you’re trying to do: Create a new venture then you’re creating a product, somebody should be willing
 to pay for it, you need marketing, sales, support,… Smart fabrics can cool/heat 
 your body. Reduces energy bill. Heart rate & movement tracking
 shirt for athletes.


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Risk Free zone. Run an
 Experiment Create Art Create a new venture Risk!


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A New Venture = Risk. You need to invest time & resources while you try to understand how to create value. Suddenly you have users.
 Clients with expectations.


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Tech Design What you might think you’re doing. What you’re actually doing. Behaviour Design


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Examples of Fashtech startups
 that got it wrong. at first glance many might look interesting, 
 but that doesn’t mean there is real business value.


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Example: softspot.io Just tech features. No idea of clients No concrete use case.


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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?”


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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.
 …


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Example: Better alternative? owletcare.com Minor difference, but better aligned 
 with actual behaviour of people.


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Behaviour Design 2 options - but one is far more difficult . 1 2 Alter existing Introduce new behaviour & behaviour & habits. habits. feedback @nickdemey or boardofinnovation.com


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Alter Existing versus introducing 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.


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Alter Existing versus introducing new behaviour Introduce new behaviour:
 Nobody today uses clothes to send hugs over a distance. send hug 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.


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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.


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Alter Existing versus introducing 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?


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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


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What other examples have you seen? #win or #fail ? Vibrating shoes with
 Drumpants with sensors
 Bra that unlocks when
 GPS navigation? to create music? you feel in love. feedback @nickdemey or boardofinnovation.com


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I will be a coach at 
 Startup Weekend FashTech
 tickets: www.swfashtech.co 
 (Antwerp, 27-29 Nov) Get in touch via @nickdemey or boardofinnovation.com


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