when

meetsfashion

tech

What could possibly go wrong?

Flickr cc ashleypalmero

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

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

Example: Fashion

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

Tech + Fashion & Clothing?

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.

Create Art

Create a new venture

Run anExperiment

Risk Free zone.

Risk!

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.

Tech Design

Behaviour Design

What you might think you’re doing.

What you’re actually doing.

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