Chu Uroz konsept tasarımcısı akıllı kıyafet alanında Amerika sektörine giriş yapmak istemektededir, yaptığımız iş planlamsı ve belirlenen yeni akıllı kıyafetler doğrultusunda market analizi ve konsept tasarımları.
4. “If the fields of electrical engineering and textile
science were merged, a whole new range of
exciting opportunities could emerge.”
5. So what is Smart Textile?
Cutting edge
innovative textiles –
electroluminescent,
nanotechnology,
wash and wear fabric
that can react to
changes from
mechanical, thermal,
chemical, magnetic
and other sources.
6. State of the Art
Smart Textile history
The Need
- Late 1990’s as a consequence of people’s
dependency on mobile devices and emerging
need for flexible electronic, lightweight
equipment
The Result
- Smaller and more powerful electronic
components
- Interactive textile products – partnership
between apparel and electronic companies
The Goal
- Develop smart clothing possessing functions of
computers:
- Ability to store and manipulate data
- Display images, text and video
- Connect to the Internet
7. Smart Textile becoming a trend
The trends in skiing, golf and extreme sports has created a niche of smart and interactive
textiles that can enhance a garment’s performance and it’s wearer’s experience.
9. T-shirt
Philips
Techie Tees
• Uniting LED tech with simple
tees
• Emit vibrantly colored
messages, images and
animations
• Batteries and electronics are
easily removable and re-
attachable for cleaning.
10. T-shirt
Kerri Wallace
Exercise Heat as Body Art
As you heat up, the Thermo chromic ink
disappears, and the Thermo chromic Liquid
Crystal ink becomes colorful.
The combination reveals a color spectrum—
ranging from clear to turquoise to black—based on
your body heat and heart rate.
11. Jacket
Interactive Jacket Paul & Shark
Multifunctional with iPod & Bluetooth connection
Water-proof and high technology performance
• Resistant to a 20m column of water
• Removable hood lined in coyote fur
12. Jacket
Celio Club Suit
The jacket has specially designed pockets to
hold an iPod flatly in place.
• iPod holder disguised as a tailored suit
• Special fabric touchpad that runs vertically
along the breast label inside, allowing you to turn
the iPod on, control the volume, skip forward or
back, and auto-lock the device
13. Jacket
Leah Buechley
Let Your Jacket Speak for You
Button on the right and left wrist that
once pushed the respective side
arrow on the back of shirt is
activated
14. Jacket
Know-Where-Jacket (Germany)
• MP3 Player
• Bluetooth headset/hands free profiles
• Active GPS antenna integrated on the shoulder
• Telit GPRS modem GM862 for data transfer
• Textile switches on the sleeve to control the system
• Alarm button for emergency calls
15. Effloresce: Interactive raincoat with
embedded weather forecast technology
Created by: Sheila Tse & Ellie Lim
LED lights, weather forecast technology,
hydrochromic ink, wire, water resistant fabric,
silk screen
19. Travel
aesthetic
place
change of climate
multifunctional
easy to pack (compact)
Moto
reflective
cooling & warming
protective helmet
Sailing
water/wind proof
persona.
tempertrature controlling
inflator
Outdoor
waterproof
sweat
odor
early adaptor in the city wind resistant
understated cool art/tech uv protective
protective (hardens when hit)
materialistic lifestyle party
travels active online blog network
works car/moto bmw
Partying
fire proof
high education uber-sexual brand
bars
environmentally conscious freelancer/owns own business culbs
high income easy going cool dude festivals
healthy single house parties
stain proof
function = form extensive social network odor proof
sport-looks exclusive shops (black label) stylish
attraction or repel
active intellectual fashion bullet proof
20. Bruce. . . . . . . . . . .
I was born in 1975, I grew up in middle to high class
family. Throughout my schooling I attended public
schools until university, where I studied business at
Wharton business school at Penn an IVY League
university. I lived abroad in Milan, Italy when I did a
semester on exchange.
I consider myself an entrepreneur, I started my
own company after I graduated from Penn. Today
my company and I are based in LA. Partly due to its
proximity to Asia and the South Pacific and Europe.
LA is attractive not only for its global positioning but it’s
good weather, beaches, diverse range of cultural
expressions, social life and general active way of living.
21. Mood boards
to visualize persona’s aspirational context, brands of reference, etc
Traveling Light | Isaac Reina Edition de Sacs
22. Weekday
7am - noon
Wakes up
morning jog
shower
breakfast/online paper
business meeting over coffee
sweat allot
and use perfume to cover smell
Noon – 7pm
drives to the office to signs an important deal
heads back to the office to
organize his week and tried over lunch at a new
have his weekly meeting
to talk with assistant
oriental fusion restaurant.
with his employees
While driving a car
23. Weekday
7pm - midnight
attends the newly opened world
press photography exhibition and meets some friends that are in town for drives home, watches the
forget to get the pills in the bag. business, meets them at a local organic cheese late night news falls asleep
He has not have enough pockets and wine bar.
around 1am.
to put.
24. Saturday
10am – 1pm
arrived in late last night from a European business trip wakes up slowly
meets his best friend at their favorite breakfast place.
1pm…
goes for a walk along the strip browsing goes home to relax and have meets the boys at the He is in Purple
through stores and galleries but the weather
a ‘siesta’ and take a shower ‘lo*’ to have a few magazine party , but
Is so hot, he sweat allot and disturb from sun. before he goes out
beers and watch the forgot his invite!.
He has to change the clothes
Lakers game,
25. Persona profile
(including attitude towards fashion and needs). Key emotional attributes that characterize those basic garments for him.
needs in garments emotional attributes
value for money safe
comfort confident
quality protected
multi purpose always appropriate
design element
Attitude:
appreciates fashion (high elements of design and innovation)
fashion is not about being flashy or overstated but understated cool.
garments have to have some added value be it a conversation piece or intimate attribute.
Has irregular shopping habits, mainly shops when he has the need for a new garment, but will purchase
sporadically.
27. T-shirt
Jacket
Raincoat
An#bacterial
An#bacterial
An#bacterial
Easy
care
Easy
care
Thermal
regula#on
Odor
free
Odor
free
Stain
proof
UV
Protec#on
Thermal
regula#on
Water
proof
Perspira#on
protec#on
Secrete
/
safe
pockets
Interac#ve
Interac#ve
canvas
Stain
proof
Predict
rain
Air,
oxygen
and
recovery
Water
proof
Change
color
in
rain
Community
brand
(NFC)
Interac#ve
Transform
func#ons
Do
not
wrinkle
Extend
to
protect
others
Phone
sensi#ve
Dark
condi#on
ligh#ng
Community
brand
(NFC)
Community
brand
(NFC)
28. Near Field Communication
Near Field Communication (NFC) is a new, short-range
wireless connectivity technology that evolved from a
combination of existing contactless identification and
interconnection technologies. Products with built-in NFC
will dramatically simplify the way consumer devices
interact with one another, helping people speed
connections, receive and share information and even
make fast and secure payments.
• TxU Community Link.
• Authenticity Imbedded information.
• Added Value.
• Copy rights
29. UV Protection
T-shirt
Antibacteria
l
Interactive canvas
Perspiration
protection
Near field communication
30. Jacket Secret / safe pockets
Stain proof
Phone sensitive
Thermal regulation
Near field communication
31. Raincoat Transforms functions
Dark condition lighting
Thermal regulation
Near field communication
33. Situations in which our designs will play
a key role and therefore build an
emotional link with our persona i.e. First
date with a very good looking girl on
Friday night, chose those situations
that will make our clothing become
key to our persona.
34. Temperature Self-adjustment
It was a warm sunny day when Bruce went out of his house.
He grabbed his TxU jacket because he knew it will keep him cool.
Out of nowhere, the weather went bad and the temperatures went down.
Bruce had nothing to worry about, he was glad his TxU jacket can also keep him warm.
35. TxU Community
Bruce and his friends want to go out for dinner and drinks but they
haven't made reservations anywhere. For them, waiting in queue
is not an option.
His friends do not now what to do but Bruce knows that by wearing
any of his TxU garments he can access the best VIP TxU
community places in the world.
NFC
Downtown L.A.
36. Secret Pocket
Bruce has a client meeting right after a lunch date. He has a couple of
important documents and checks he needs to take with him. To avoid
traffic, he is taking his motorbike and doesn’t want to carry a briefcase.
Bruce knows he can trust his special TxU garment with the the safety
pockets feature.
37. Interactive Canvas
Bruce enjoys expressing
his moods and style. In
summer, and with only
one layer of clothing to
wear, Bruce finds the TxU
t-shirt amusing and
stylish at the same time.
He can upload any
image that suits his
mood and style for the
moment and can
change it to express all
that’s on his mind!
38. Dark Conditions lightning
After a long day, Bruce enjoys a night jog to
disconnect and refuel. Some of the roads around the
area are not well lit at night but Bruce feels safe with his
TxU garment that has dark-conditions lightning feature
so cars can easily spot him from distance.
39. Interactive control panel
Bruce has been having a hectic day and needs to call his assistant as he runs to reach
an important meeting. He is already late and needs to multitask! He connects his mobile
phone to his TxU garment and makes a call without using his mobile phone as he
reaches for his keys to start up the car.
41. Material Diagram
Thermal Stain &
regulator Water proof
Safety
Pocket
Odor free
42. Prototypes, pattern & technical information
Location Galicia, Spain
Location Terrasa, Barcelona
They offer
They produce
- Reference
Consultancy company, they add
- Adapt to clients concept
technological value to products
- Prototype confection
- Design, patterns, technical info
43. Run Production
Location
Location
Paços de Ferreira, Portugal
USA / Asia / Dominican Republic
They produce
They produce
Fashion, technology, lingerie,
Medical, sporting, safety,
olympic sports
military, footwear
45. Pricing
Pricing method:
Using gross margin to calculate price
Selling Price x (1- required gross margin) = cost
Assumption:
Unit Cost ($): 80 (incl. customization cost)
Gross Margin (%): 76%
Annual Sales Revenue ($): 1 million
Simulation Result:
Unit price ($): 333 (average market price of T-Shirt, raincoat and jacket)
Total Unit Sold: 3,000
Annual Total Gross profit ($): 0,76 million
46. Pricing
Visibility of market share in the US:
Estimated US population of 25-64 male with income 75k+
(2005) 18,660,346
Expected market share (%)
0,017%
Expected total unit sold
3,172
48. Market Positioning
New
Markets
Penetrate existing
Existing market by
Markets providing high
fashion and smart
textile apparels
Existing Capabilities New Capabilities
49. Opportunity
The market for smart
textiles is one of the most
dynamic and fast growing
sectors and offers huge
potential for companies
willing to take the plunge.
52. Vision
To be a leader bringing to the fashion market unique collection
of quality and intelligent garment wears that are priced fairly
and satisfy people’s needs and desires.
Values
Innovation
Design
Experience
53. Mission
Our mission at TxU is to integrate high fashion design and
smart materials into a collection of basics. We aim to redefine
the lifecycle of fashion garments, while creating a memorable
and positive brand experience and lifestyle community for all
TxU customers.
57. Offline Distribution
Niched concept stores...
Hotels - contemporary campaigns...
58. Concept Store...
+
Positioning the Txu brand...
PR/Media friendly... Awareness
(editorials, cool-hunters, bloggers, etc)
Instant access to valuable client data...
(Client trust + the right consumers = Txu Delight)
Information rich garments...
(benefits from a extensive store display)
59. Question-marks... -
Low volume...
Surrender control to the retailer...
Season based cycles...
60. Hotels
Specific sites:
Avant-garde and design hotels
in Strategically selected cities
Plan:
To place our products in chosen
hotels
- shop inside hotel
- product brochure in each
guest room
- promotion in reception
Expansion:
The channel via design hotel
can be expanded to other
cities in the future
61. Barcelona
Hotel Omm 987 Barcelona Hotel
Rosello 265 Mallorca 288
http://www.hotelomm.es/ http://www.987barcelonahotel.com/
Hotel Eurostars Angli
Angli 60
http://www.eurostarshotels.com
Suites Avenue
Angli 60
http://www.eurostarshotels.com
62. Miami Beach
Setai Hotel
2001 Collins Avenue
http://www.setai.com
Delano South Beach
1685 Collins Avenue
http://www.delano-hotel.com
63. New York City London
Rivington Hotel Saint Martin’s Lane
107 Rivington 45 St. Martins Lane
www.hotelonrivington.com/ www.stmartinslane.com/
The Hempel Hotel
31-35 Craven Hill
Gardens
www.the-hempelhotel.com/
Hudson Hotel
356 West 58th Street
www.hudsonhotel.com/
64. Design Hotel
+
The Reason why
Direct exposure to target clients
Direct exposure to target clients who travel,
spend money on luxurious goods
Direct exposure to trend setter
International clientele exposure
Awareness
Challenges
Partnership establishment with hotel
-
Endanger of brand image
71. TxU.com
+
No filter towards the market... (Democratic)
Not season based, (Anti-Collection)
Added value in the written & image content... Design Vs Tech
(the story about each garment, story about Txu)
Customer Relationship Marketing
(customer retention, data & network)
Customization...Pre-order you customized garment
72. TxU.com -
Low awareness of the brand...
Increased responsibility
(storage, shipping, logistics)
73. Conclusion
TxU.com
Offline Retail Online Multi Brand
74. Combination is KEY
Potential Volume
Control No filter
TxU.com
Awareness Market
Branding Offline Retail Online Multi Brand Clients
Positioning Convenience
75. Recommendations
Advertising and Promotion Campaign
Below The Line campaign
EVENTS
ensure usage among early adapters
increase brand awareness
76. The Concept
Launching party of TxU anti collection
User Experience – experiment TxU
garments
Personal invitations to the guests – in the form of
TxU recognizable brand fabric
brand placement within big music events/concerts
Location: major cities: Miami, London, LA,
NY, Barcelona
Cocktail & open bar
77. proposals
Rooftop pool party
Downtown LA
Santa Monica, CA
NYC
80. TXU.com Vs Smart Phone
Access the TxU World...
Smart phone Application
(the TXU world)
“Integrated with garments”
81. TxU City
Works with FourSquare geo-locator
Loyalty reward system
Txu’s “favorite places”
Get access
Txu World Get the treatment
82. Reason Why
+
Community feel
Creates added value for clients
(Feel of accomplishment)
Increase “Virality”
(Lets the “network” work)
Customer insights
84. T x U
Future Projections
The application of high-tech textile science in high design
garment and increasing partnership between apparel
and electronic companies will continue to be the trend in
fashion market
Initial focus on product line for male consumers at start-up
stage in order to build TXU community and brand
recognition in the market
Opportunistic expansion into women market
Expansion into main stream clothing when the production
cost is reduced by improved technology
TxU becomes a lifestyle offering memorable experiences
85. T x U
RECOMMENDATIONS
Anticipate trends and users’ desires
Develop more extreme clothes to special
customers
Provide options for product
customization