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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?
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.
T-shirt
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
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
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
Jacket
Conceptual Designers & Design
Hussein Chalayan
garments: fiberglass and resin cast
Remote Control Dress
(2000)
COLLECTIONS
echoform, 1999-2000
panoramic, 1998-1999
 laser dress, 2008
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
Production
limited editions of
350 numbered coats
Distribution 
agents
online
Garment 
waterproof/breathable material
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
Low Tech
High Tech
Technical /Sport Lifestyle/Fashion
Market
Gap
Sailing
Clothing
Store
Heavy Duty
Workwear & Work
Clothes for
Construction
Marmot
(dry, anti perspiration, light)
Northface
(Hydorgen Jacket)
Adidas 1 Shoe
(self-adjustable)
Nike + ipod kit
(displays info)
Motion Responsive
Sportswear
Market
Gap
Norwegian Rain
AIQ
Effloresce
Persona
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.
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.
Traveling Light | Isaac Reina Edition de Sacs
Mood boardsto visualize persona’s aspirational context, brands of reference, etc
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
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
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!.
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
Design Concepts
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)	
  	
  
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
T-shirt
Antibacteria
l
Perspiration
protection
Interactive canvas
Near field communication
UV Protection
Jacket
Near field communication
Phone sensitive
Secret / safe pockets
Stain proof
Thermal regulation
Near field communication
Transforms functions
Thermal regulation
Dark condition lighting
Raincoat
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.
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
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!
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
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
Thermal
regulator
Stain &
Water proof
Odor free
Safety
Pocket
Material Diagram
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
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
Pricing
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
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
New
Markets
Existing
Markets
Existing Capabilities New Capabilities
Market Positioning
Penetrate existing
market by
providing high
fashion and smart
textile apparels
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
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
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
Channel Distribution
Online or Offline?
Both...
Offline Distribution
Niched concept stores...
Hotels - contemporary campaigns...
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...
+
Surrender control to the retailer...
Question-marks...
Season based cycles...
Low volume...
-
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
Barcelona
Hotel Omm
Rosello 265
http://www.hotelomm.es/
Hotel Eurostars Angli
Angli 60
http://www.eurostarshotels.com
987 Barcelona Hotel
Mallorca 288
http://www.987barcelonahotel.com/
Suites Avenue
Angli 60
http://www.eurostarshotels.com
Miami Beach
Delano South Beach
1685 Collins Avenue
http://www.delano-hotel.com
Setai Hotel
2001 Collins Avenue
http://www.setai.com
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/
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
Online Distribution
TxU.com Or Multi brand?
Both...
Online Multi brand
Existing client database...
Consumer insights...
Convenience & Growing...
Ease of display and global access
+
Online Multi brand
Less control...
Internet is a “noisy” place...
Mixed with many competitors...
-
ENTER TXU.com
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)
Low awareness of the brand...
Increased responsibility
(storage, shipping, logistics)
-TxU.com
Conclusion
Offline Retail
TxU.com
Online Multi Brand
Offline Retail
Combination is KEY
TxU.com
Online Multi Brand
Positioning
Branding
Awareness
Control
Potential Volume
No filter
Market
Convenience
Clients
Advertising and Promotion Campaign
increase brand awareness
Below The Line campaign
EVENTS
ensure usage among early adapters
Recommendations
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
proposals
Rooftop pool party
Downtown LA
Santa Monica, CA
NYC
proposals
Yacht party
Create Brand Awareness & Promote Loyalty
The TxU City
“Integrated with garments”
Access the TxU World...
TXU.com Vs Smart Phone
Smart phone Application
(the TXU world)
TxU City
Txu’s “favorite places”
Get access
Get the treatment
Works with FourSquare geo-locator
Loyalty reward system
Txu World
Reason Why
Community feel
Creates added value for clients
(Feel of accomplishment)
Increase “Virality”
(Lets the “network” work)
Customer insights
+
Conclusions
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
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

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Txu.connceptual clothing

  • 1. T x U D e s i g n M a n a g e m e n t 2 0 1 0
  • 2. The purpose of this document is to have a general and specific understanding of the business opportunities that TxU garments have in 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
  • 16. Hussein Chalayan garments: fiberglass and resin cast Remote Control Dress (2000)
  • 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
  • 23. Low Tech High Tech Technical /Sport Lifestyle/Fashion Market Gap Sailing Clothing Store Heavy Duty Workwear & Work Clothes for Construction Marmot (dry, anti perspiration, light) Northface (Hydorgen Jacket) Adidas 1 Shoe (self-adjustable) Nike + ipod kit (displays info) Motion Responsive Sportswear Market Gap Norwegian Rain AIQ Effloresce
  • 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
  • 36. Jacket Near field communication Phone sensitive Secret / safe pockets Stain proof Thermal regulation
  • 37. Near field communication Transforms functions Thermal regulation Dark condition lighting Raincoat
  • 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.
  • 47. Thermal regulator Stain & Water proof Odor free Safety Pocket Material Diagram
  • 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
  • 54. New Markets Existing Markets Existing Capabilities New Capabilities Market Positioning Penetrate existing market by providing high fashion and smart textile apparels
  • 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
  • 63. Offline Distribution Niched concept stores... Hotels - contemporary campaigns...
  • 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
  • 67. Barcelona Hotel Omm Rosello 265 http://www.hotelomm.es/ Hotel Eurostars Angli Angli 60 http://www.eurostarshotels.com 987 Barcelona Hotel Mallorca 288 http://www.987barcelonahotel.com/ Suites Avenue Angli 60 http://www.eurostarshotels.com
  • 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
  • 74. Online Multi brand Existing client database... Consumer insights... Convenience & Growing... Ease of display and global access +
  • 75. Online Multi brand Less control... Internet is a “noisy” place... Mixed with many competitors... -
  • 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
  • 83. proposals Rooftop pool party Downtown LA Santa Monica, CA NYC
  • 85. Create Brand Awareness & Promote Loyalty The TxU City
  • 86. “Integrated with garments” Access the TxU World... TXU.com Vs Smart Phone Smart phone Application (the TXU world)
  • 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
  • 93. 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