when meets fashion 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 enabled bike lights? #wtf Personal 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 an Experiment feedback @nickdemey or boardofinnovation.com

Run an Experiment 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 an Experiment 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 harvesting textile with RFID tags!

Create Art Create a new
venture Run an Experiment 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 an emotional 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 an emotional response, linked to a vision,… If this is what you’re trying to do: Stress level triggered dress to defend your personal space. Brainwaves trigger designs & shapes = Less clothes = more sustainable.

Create Art Create a new
venture Run an Experiment But, if your project evolves towards 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 tracking shirt for athletes.

Create Art Create a new
venture Run an Experiment 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 startups that
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 expensive clothes with integrated sensors. …

Example: Better alternative? owletcare.com Minor
difference, but better aligned with actual behaviour of people.

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

Alter Existing versus introducing new
behaviour Alter existing behaviour: Already today people use clothes to shape their image. DIY 3D printed modules are 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 controls for 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 with GPS navigation? Drumpants with sensors to create music? Bra that unlocks when you feel in love. feedback @nickdemey or boardofinnovation.com

I will be a coach
at Startup Weekend FashTech tickets: www.swfashtech.co (Antwerp, 27-29 Nov) boardofinnovation.com Get in touch via @nickdemey or