Concept design Txu came to us in need of market intelligence and deeper understanding about a project he had been working on for a while.
The project was about high technology garments that would bring a new design concept to the market.
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. 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.
T-shirt
10. 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.
T-shirt
11. Water-proof and high technology performance
• Resistant to a 20m column of water
• Removable hood lined in coyote fur
Interactive Jacket Paul & Shark
Multifunctional with iPod & Bluetooth connection
Jacket
12. 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
Jacket
Celio Club Suit
13. 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
Jacket
14. 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
Jacket
18. Mau - Conceptual Clothing
Marian Schoettle
http://www.conceptualclothing.com/
Distribution
own stores
galleries
museum
online
Production
designed in own studio in the Hudson
Valley
sewn in the NYC Garment District under
the auspices of
the Garment Industry Development
Corporation.
the material is made in the USA
Post industrial folk wear
Uni-sex topper raincoat - $250
Reversible ruffle coat - $300
garments: tyvek(R)
Reversible wrap dress - $175
19. Production
limited editions of
350 numbered coats
Distribution
agents
online
Garment
waterproof/breathable material
made from recycled fibers from
high end Japanese textile maker
20. 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
21. Interactive Technology:
Send and receive virtual hugs via
their Java enabled mobile
devices using Bluetooth
connectivity and a series of plug
and play hug pads
$300
25. early adaptor
understated cool
materialistic lifestyle
travels
works
high education
environmentally conscious
high income
healthy
function = form
sport-looks
active
Travel
aesthetic
place
change of climate
multifunctional
easy to pack (compact)
Moto
reflective
cooling & warming
protective helmet
Sailing
water/wind proof
tempertrature controlling
inflator
Outdoor
waterproof
sweat
odor
wind resistant
uv protective
protective (hardens when hit)
Partying
fire proof
brand
bars
culbs
festivals
house parties
stain proof
odor proof
stylish
attraction or repel
bullet proof
in the city
art/tech
party
active online blog network
car/moto bmw
uber-sexual
freelancer/owns own business
easy going cool dude
single
extensive social network
exclusive shops (black label)
intellectual fashion
persona.
26. 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.
27. Traveling Light | Isaac Reina Edition de Sacs
Mood boardsto visualize persona’s aspirational context, brands of reference, etc
28. Weekday
7am - noon
morning jog
sweat allot
Wakes up
shower
breakfast/online paper
business meeting over coffee
and use perfume to cover smell
Noon – 7pm
drives to the office to
organize his week and tried
to talk with assistant
While driving a car
signs an important deal
over lunch at a new
oriental fusion restaurant.
heads back to the office to
have his weekly meeting
with his employees
29. attends the newly opened world
press photography exhibition and
forget to get the pills in the bag.
He has not have enough pockets
to put.
meets some friends that are in town for
business, meets them at a local organic cheese
and wine bar.
drives home, watches the
late night news falls asleep
around 1am.
Weekday
7pm - midnight
30. meets his best friend at their favorite breakfast place.
arrived in late last night from a European business trip wakes up slowly
Saturday
10am – 1pm
goes for a walk along the strip browsing
through stores and galleries but the weather
Is so hot, he sweat allot and disturb from sun.
He has to change the clothes
goes home to relax and have
a ‘siesta’ and take a shower
before he goes out
meets the boys at the
‘lo*’ to have a few
beers and watch the
Lakers game,
1pm…
He is in Purple
magazine party , but
forgot his invite!.
31. Persona profile
(including attitude towards fashion and needs). Key emotional attributes that characterize those basic garments for him.
comfort
quality
multi purpose
design element
value for money safe
confident
protected
always appropriate
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.
emotional attributesneeds in garments
33. Raincoat
An#bacterial
Thermal
regula#on
Stain
proof
Water
proof
Interac#ve
Predict
rain
Change
color
in
rain
Transform
func#ons
Extend
to
protect
others
Dark
condi#on
ligh#ng
Community
brand
(NFC)
Jacket
An#bacterial
Easy
care
Odor
free
Thermal
regula#on
Secrete
/
safe
pockets
Stain
proof
Water
proof
Interac#ve
Do
not
wrinkle
Phone
sensi#ve
Community
brand
(NFC)
T-shirt
An#bacterial
Easy
care
Odor
free
UV
Protec#on
Perspira#on
protec#on
Interac#ve
canvas
Air,
oxygen
and
recovery
Community
brand
(NFC)
34. 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
39. 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.
40. 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.
41. Downtown L.A.
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
42. 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.
43. 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!
44. 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.
Dark Conditions lightning
45. 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.
48. Prototypes, pattern & technical information
Location Galicia, Spain
They offer
- Reference
- Adapt to clients concept
- Prototype confection
- Design, patterns, technical info
Location Terrasa, Barcelona
They produce
Consultancy company, they add
technological value to products
49. Run Production
Location
Paços de Ferreira, Portugal
They produce
Fashion, technology, lingerie,
olympic sports
Location
USA / Asia / Dominican Republic
They produce
Medical, sporting, safety,
military, footwear
51. Assumption:
Unit Cost ($): 80 (incl. customization cost)
Gross Margin (%): 76%
Annual Sales Revenue ($): 1 million
Pricing method:
Using gross margin to calculate price
Selling Price x (1- required gross margin) = cost
Simulation Result:
Unit price ($): 333 (average market price of T-Shirt, raincoat and jacket)
Total Unit Sold: 3,000
Annual Total Gross profit ($): 0,76 million
Pricing
52. 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
55. 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.
Opportunity
58. 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
59. 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.
Mission
64. Information rich garments...
(benefits from a extensive store display)
PR/Media friendly... Awareness
(editorials, cool-hunters, bloggers, etc)
Concept Store...
Instant access to valuable client data...
(Client trust + the right consumers = Txu Delight)
Positioning the Txu brand...
+
65. Surrender control to the retailer...
Question-marks...
Season based cycles...
Low volume...
-
66. 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
Hotels
68. Miami Beach
Delano South Beach
1685 Collins Avenue
http://www.delano-hotel.com
Setai Hotel
2001 Collins Avenue
http://www.setai.com
69. New York City
Rivington Hotel
107 Rivington
www.hotelonrivington.com/
Hudson Hotel
356 West 58th Street
www.hudsonhotel.com/
London
Saint Martin’s Lane
45 St. Martins Lane
www.stmartinslane.com/
The Hempel Hotel
31-35 Craven Hill
Gardens
www.the-hempelhotel.com/
70. 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
+
-
Design Hotel
77. Not season based, (Anti-Collection)
TxU.com
Added value in the written & image content... Design Vs Tech
(the story about each garment, story about Txu)
No filter towards the market... (Democratic)
Customization...Pre-order you customized garment
+
Customer Relationship Marketing
(customer retention, data & network)
78. Low awareness of the brand...
Increased responsibility
(storage, shipping, logistics)
-TxU.com
80. Offline Retail
Combination is KEY
TxU.com
Online Multi Brand
Positioning
Branding
Awareness
Control
Potential Volume
No filter
Market
Convenience
Clients
81. Advertising and Promotion Campaign
increase brand awareness
Below The Line campaign
EVENTS
ensure usage among early adapters
Recommendations
82. The Concept
User Experience – experiment TxU
garments
Launching party of TxU anti collection
Location: major cities: Miami, London, LA,
NY, Barcelona
Cocktail & open bar
Personal invitations to the guests – in the form of
TxU recognizable brand fabric
brand placement within big music events/concerts
87. TxU City
Txu’s “favorite places”
Get access
Get the treatment
Works with FourSquare geo-locator
Loyalty reward system
Txu World
88. Reason Why
Community feel
Creates added value for clients
(Feel of accomplishment)
Increase “Virality”
(Lets the “network” work)
Customer insights
+
90. 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
T x U
91. T x U
RECOMMENDATIONS
Anticipate trends and users’ desires
Develop more extreme clothes to special
customers
Provide options for product
customization