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.
2. Iâm @nickdemey, based in Belgiumâš
Business Designer & co-founder at
boardofinnovation.com
Let me illustrate what often goes wrong when
you innovate starting from technology triggers
3. You canât just throw technology into a domainâš
& see what makes sense:
Example: Fashion
4. This is what youâll end up with? ÂŻ_( )_/ÂŻ
Commuting
Bluetooth enabledâš
bike lights?âš
#wtf
Personal Care
The connected âš
menstrual cup
#wtf
Utilities
SMS tech to talk
to a fire hydrant?
#wtf
examples of 3 other domains âš
via @internetofshit
6. Create
Art
Create a
new venture
Be honest to yourself. âš
Whatâs the purpose of your design or creation? âš
What do you want to achieve?
Run anâš
Experiment
feedback @nickdemey or boardofinnovation.com
7. Run anâš
Experiment
then just have fun, try new things, learn as much as possible!
If this is what youâre trying to do:
Youâre doing this just for yourself.
8. Run anâš
Experiment
then just have fun, try new things, learn as much as possible!
If this is what youâre trying to do:
Look I have âš
3D printed someâš
kind of fabric!
Sweet,âš
Energy harvestingâš
textile with RFIDâš
tags!
9. Create
Art
Create a
new venture
Run anâš
Experiment
Instead of an experiment*, âš
you might want to create
something more meaningful.
*donât call your project âartâ, just because
you lost track what your experiment âš
was all about. ;)
10. Create
Art
then it becomes a communication tool, it could trigger anâš
emotional response, linked to a vision,âŠ
If this is what youâre trying to do:
Youâre doing this now for an audience.
11. Create
Art
then it becomes a communication tool, it could trigger anâš
emotional response, linked to a vision,âŠ
If this is what youâre trying to do:
Stress level triggered dressâš
to defend your personal space.
Brainwaves trigger designs & shapesâš
= Less clothes = more sustainable.
12. Create
Art
Create a
new venture
Run anâš
Experiment
But, if your project evolvesâš
towards a business concept,
You really have to offer value.
You will need to think different!
13. then youâre creating a product, somebody should be willingâš
to pay for it, you need marketing, sales, support,âŠ
If this is what youâre trying to do:
Youâre doing this now for customers
Create a
new venture
14. then youâre creating a product, somebody should be willingâš
to pay for it, you need marketing, sales, support,âŠ
If this is what youâre trying to do:
Create a
new venture
Smart fabrics can cool/heat âš
your body. Reduces energy bill.
Heart rate & movement trackingâš
shirt for athletes.
16. A New Venture = Risk.
Suddenly you have users.âš
Clients with expectations.
You need to invest time & resources while you
try to understand how to create value.
18. Examples of Fashtech startupsâš
that got it wrong.
at first glance many might look interesting, âš
but that doesnât mean there is real business value.
20. Example: thisisVigour.com
Cardigan with sensors,âš
link with iPad, to monitor
rehabilitation process.
Beautiful design, but flawedâš
from a behavioural point of view.
Continuous monitoring âš
- vs -âš
âWho wears the same âš
cardigan every day?â
21. Example: MimoBaby.com
Baby monitor + sensorsâš
(breathing, sleep,âŠ)
Detachable unit (turtle)
Although I love their mission,
actual behaviour shows baby clothes
needs to be swapped very often. âš
âš
âBody fluidsâ might ruin expensiveâš
clothes with integrated sensors.âš
âŠ
22. Example: Better alternative? owletcare.com
Minor difference, but better aligned âš
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 versus introducing new behaviour
Alter existing behaviour:âš
Already today people use clothes to shape their image.
DIY 3D printed modulesâš
are just a small iterationâš
of this existing behaviour.
Small change = easy to adopt.
25. Alter Existing versus introducing new behaviour
Introduce new behaviour:âš
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.âš
âš
This invention never took off.
send hug
26. Alter Existing versus introducing new behaviour
Introduce new behaviour:âš
Nobody today uses clothes to do payments.
Wireless payments or not, you still will carry your mobile phone, wallet,⊠âš
Do you wear this jacket every day? Another gimmick, just throwing tech into
fashion doesnât mean there is a person out there willing to use it.
27. Alter Existing versus introducing new behaviour
Flawed: Clothing to control objects that fit in a daily routine.
Send message by âš
touching your âhoodieâ
Integrated controlsâš
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 âstartupâ mode,
you need to be realistic & observe real users. âš
Donât fool yourself ;)
feedback @nickdemey or boardofinnovation.com
29. What other examples have you seen?
#win or #fail ?
Vibrating shoes withâš
GPS navigation?
Drumpants with sensorsâš
to create music?
Bra that unlocks whenâš
you feel in love.
feedback @nickdemey or boardofinnovation.com
30. I will be a coach at âš
Startup Weekend FashTechâš
tickets: www.swfashtech.co
âš
(Antwerp, 27-29 Nov)
boardofinnovation.com
Get in touch via @nickdemey or