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Txu.connceptual clothing



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. ...

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.



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    Txu.connceptual clothing Txu.connceptual clothing Presentation Transcript

    • T x U D e s i g n M a n a g e m e n t 2 0 1 0
    • The purpose of this document is to have a general and specific understanding of the business opportunities that TxU garments have in the Market.
    • State of the Art
    • “If the fields of electrical engineering and textile science were merged, a whole new range of exciting opportunities could emerge.”
    • 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.
    • 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
    • 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.
    • What’s Out There?
    • 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.
    • 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.
    • 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
    • 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
    • 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
    • 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
    • Conceptual Designers & Design
    • Remote Control Dress Hussein Chalayan (2000) garments: fiberglass and resin cast
    • COLLECTIONS panoramic, 1998-1999 echoform, 1999-2000 laser dress, 2008
    • Mau - Conceptual Clothing Marian Schoettle Reversible ruffle coat - $300 Uni-sex topper raincoat - $250 Reversible wrap dress - $175 Post industrial folk wear garments: tyvek(R) 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 http://www.conceptualclothing.com/
    • Production Distribution Garment limited editions of agents waterproof/breathable material 350 numbered coats online made from recycled fibers from high end Japanese textile maker
    • 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
    • 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
    • Positioning
    • High Tech Motion Responsive Sportswear Effloresce Adidas 1 Shoe (self-adjustable) Nike + ipod kit (displays info) Market Gap AIQ Technical /Sport Lifestyle/Fashion Sailing Clothing Store Heavy Duty Workwear & Work Market Clothes for Construction Gap Marmot (dry, anti perspiration, light) Norwegian Rain Northface (Hydorgen Jacket) Low Tech
    • Persona
    • 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
    • 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.
    • Mood boards to visualize persona’s aspirational context, brands of reference, etc Traveling Light | Isaac Reina Edition de Sacs
    • 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
    • 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.
    • 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,
    • 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.
    • Design Concepts
    • 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)    
    • 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
    • UV Protection T-shirt Antibacteria l Interactive canvas Perspiration protection Near field communication
    • Jacket Secret / safe pockets Stain proof Phone sensitive Thermal regulation Near field communication
    • Raincoat Transforms functions Dark condition lighting Thermal regulation Near field communication
    • Key Experience Scenarios
    • 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.
    • 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.
    • 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.
    • 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.
    • 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!
    • 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.
    • 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.
    • Providers/Suppliers
    • Material Diagram Thermal Stain & regulator Water proof Safety Pocket Odor free
    • 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
    • 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
    • Pricing
    • 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
    • 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
    • Market Analysis
    • Market Positioning New Markets Penetrate existing Existing market by Markets providing high fashion and smart textile apparels Existing Capabilities New Capabilities
    • 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.
    • Organizational Structure TXU
    • Vision & Mission
    • 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
    • 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.
    • Channel Distribution
    • Online or Offline?
    • Both...
    • Offline Distribution Niched concept stores... Hotels - contemporary campaigns...
    • 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)
    • Question-marks... - Low volume... Surrender control to the retailer... Season based cycles...
    • 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
    • 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
    • Miami Beach Setai Hotel 2001 Collins Avenue http://www.setai.com Delano South Beach 1685 Collins Avenue http://www.delano-hotel.com
    • 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/
    • 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
    • Online Distribution
    • TxU.com Or Multi brand?
    • Both...
    • + Online Multi brand Existing client database... Consumer insights... Ease of display and global access Convenience & Growing...
    • Online Multi brand - Less control... Internet is a “noisy” place... Mixed with many competitors...
    • ENTER TXU.com
    • 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
    • TxU.com - Low awareness of the brand... Increased responsibility (storage, shipping, logistics)
    • Conclusion TxU.com Offline Retail Online Multi Brand
    • Combination is KEY Potential Volume Control No filter TxU.com Awareness Market Branding Offline Retail Online Multi Brand Clients Positioning Convenience
    • Recommendations Advertising and Promotion Campaign Below The Line campaign EVENTS ensure usage among early adapters increase brand awareness
    • 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
    • proposals Rooftop pool party Downtown LA Santa Monica, CA NYC
    • proposals Yacht party
    • The TxU City Create Brand Awareness & Promote Loyalty
    • TXU.com Vs Smart Phone Access the TxU World... Smart phone Application (the TXU world) “Integrated with garments”
    • TxU City Works with FourSquare geo-locator Loyalty reward system Txu’s “favorite places” Get access Txu World Get the treatment
    • Reason Why + Community feel Creates added value for clients (Feel of accomplishment) Increase “Virality” (Lets the “network” work) Customer insights
    • Conclusions
    • 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
    • T x U RECOMMENDATIONS  Anticipate trends and users’ desires  Develop more extreme clothes to special customers  Provide options for product customization
    • Thank you
    • Source http://www.conceptualclothing.com http://en.wikipedia.org/wiki/Tyvek http://www.designboom.com/contemporary/hc.html http://www.thecorner.com/thecorner/home/realgender/MEN/tskay/4ED497D9/gender/U http://www.style.com/fashionshows/review/S2010RTW-HCHALAYA http://www.norwegianrainshop.com http://www.ecuad.ca/people/work/36254 http://www.talk2myshirt.com/blog/archives/1721 http://www.techexchange.com/thelibrary/smarttextiles.html http://www.wisegeek.com/what-is-smart-clothing.htm http://www.fibre2fashion.com/industry-article/1/53/white-paper-on-smart-textiles1.asp http://www.census.gov/population/www/popclockus.html http://www.infoplease.com/ipa/A0800439.html https://www.cia.gov/library/publications/the-world-factbook/geos/us.html http://www.the-infoshop.com/report/bc55556-textiles.html http://www.bccresearch.com/report/AVM050B.html http://www.indexmundi.com/ http://www.dicoyco.com/ http://www.leitat.org/castellano/ http://www.infolancer.net/freelance/Vanessa_Garcia_Torres/mluhkzwol1toenvy5zt http://www.dicoyco.com/ http://thematerialrevolution.com/Lamination.aspx