First Wearable Electronics Garment

COMPANY CONFIDENTIAL
1
Wearables unleashed
User field test of a wearable audio jacket in the USA
John Milanski, Philips Design Briarcliff
Lesh Parameswaran, Philips Design Redhill
Clive van Heerden, Philips Design Briarcliff
“Wearables is a Star Area - a domain in which Star Products could be born. It is
critical for Philips to be working in this area, given that the convergence of fashion and
technology is an important phase in the evolution of future lifestyles. Philips should be
involved in this next step towards portability & mobility.
By leading in this field Philips can boost the perception of the Brand promise of "Lets
Make Things Better" and educate consumers to evolve towards enhanced future
lifestyles.
Strategic alliances with well-known fashion manufacturers, such as Levis, can serve to
provide the Philips Brand with 'Star Image-Equity'; such brand collaborations would
play a pivotal role in the evolution of the Philips Brand. They would be an extension of
the Philips Core Brand Strategy.
In keeping with the insight at the heart of the Philips Brand Strategy - to make you feel
at home wherever you are - Wearables signifies a giant step towards providing this
level of comfort in a truly mobile and portable manner.”
Elissa Moses, Director, Philips Global Consumer Market Intelligence

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Abstract
The purpose of these tests was to establish the US market acceptance of a wearable
audio jacket. We wanted to know if the jacket appealed to the target youth market, what
concerns people had, and how the jacket should be branded – as Philips, with a co-
brand, or as a new brand. To test consumer acceptance, the concept was shown to seven
groups of people of different ages (18-34) and environments (city/suburb). We
conducted on-site interviews, focus groups, and demonstrations using either a working
prototype or images and textual descriptions of the audio jacket.
The wearable audio concept had definite appeal, especially to those who saw the
working prototype. Because they were concerned about theft, respondents wanted
something more discrete: a smaller back display and concealed controls. Despite
assurances, they were also concerned about getting the jacket wet, about breaking the
electronics, and about how much the jacket would cost.
All respondents felt the audio jacket should be marketed as a fashion article and NOT as
consumer electronics. Fashion brands that they felt could introduce this jacket included
The North Face, DKNY, Avirex, or even Armani. Some thought an entirely new
fashion brand should be created. Most felt the jacket could be sold for around US$500.
Usability and brand-related issues uncovered here are currently being used to guide the
operational and strategic work taking place in the Wearables Project. The audio jacket
concept has been included in the VANTIS Screening Program being coordinated by
Philips GCMI. Top-line quantitative results for the US market should be available in
January to supplement the information in this report.
The research described in this report should not be considered as exhaustive. This was a
purely qualitative study to verify the set of assumptions underlying the Audio Jacket
concept in order to inform future design development.
Commissioner
Philips Research Redhill
Paul Gough, SEA Group Leader
Research Team
Philips Design, Redhill, UK
Lesh Parameswaran, Project Leader Wearables User Testing
Nancy Tilbury, Fashion Designer
Philips Design, Briarcliff Manor, USA
Clive van Heerden, Branch Manager
John Milanski, User Testing Specialist
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Table of Contents
Section One: Background (Why do Wearable Audio) 5
The Argument for Doing Wearables 5
The active apparel clothing market in the USA (Past, Present, Future) 7
Section Two: Concept (MP3 Wearable Audio Jacket) 9
A Climate for Change 9
The Target User 9
The Design Aesthetic 10
A Wearables Roadmap 10
Market Opportunities 11
Section Three: USA Field Tests (Test Design and Results) 13
Test Preparation, Design, and Implementation 13
Results: overall and by test group 15
One-to-One (Interviews) 15
Manhattan in-store interviews 15
One-to-Few (Focus Groups) 16
Manhattan Youth Center 16
Chicago, 18-24 yr olds 16
Chicago, 25-34 yr olds 16
Connecticut, 18-24 yr olds 16
Connecticut, 25-34 yr olds 16
One-to-Many (Demonstrations) 17
Ossining High School 17
Section Four: Conclusions (The Impact for Wearables)
Consumer Receptiveness 19
Initial Concerns 19
Design Iteration 20
Impact for the Philips Brand & Consumer Base 21
VANTIS Submissions 21
Impact on Design Methodology & Working Practice 21
Appendix 23
A. Comments from Manhattan In-store interviews 24
B. Comments from Ossining High School demonstration 27
C. Comments from Manhattan Youth Center focus group 30
D. Comments from Connecticut focus group (18-24 yr olds) 35
E. Comments from Connecticut focus group (25-34 yr olds) 37
F. VANTIS textual descriptions of wearable concept submissions 39

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Information is
power…
So technology is
cool…
Wearable
electronics is
coming…
Philips should
create a Star
product in
wearable audio.
Section One: Background
The Argument for Doing Wearables
What is happening?
Two independent user observations:
• People are carrying more and more portable electronic devices around with them,
often clipping them somewhere on the body; managing them is a problem.
• The market for active/performance/technical clothing is exploding.
Why is this happening?
We live in an increasingly information-, technology-centered society. People need to be
connected because information is power and technology is how you access information.
As a result, technology is a sign of status; technology is cool.
Hypothesis
We believe that the next step in the information revolution is electronics in clothing —
wearable electronics. Wearables is likely to appear in three, broad technological
domains: sensing, personal audio and telecommunications, with different brands
capturing each market (Figure 1). Of the three domains, we believe audio will be the
first, combining fashion and technology in a high-volume mass-market product. Finally,
we think wearable audio will appear first in the active apparel and streetwear market, a
dynamic market under intense change at the moment.
How Philips can benefit
Wearable electronics could provide Philips with an opportunity to lead the portable
audio market, which it has never done. And as articles of fashion, Wearables could also
provide a higher profit margin and a new distribution channel for Philips products.
Recommendation
Philips should create new “Star” products based on wearable electronic devices. Philips
has experts in fabric technology and solid-state electronics, but lacks brand and
distribution knowledge in the clothing arena. So we should partner with a company
experienced in producing active apparel or streetwear. Producing wearable electronics
products would also be in line with our tech-youth US marketing strategy.
S E N S O R A U D I O P H O N EPatagonia Adidas FUBU Calvin
Klein
niche hi-volume mid/hi-volume niche
Figure 1. Predicted applications for wearable electronics.

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Figure 2. Companies converging on the active apparel market.
Figure 3. The evolution of the performance outdoor apparel industry.

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The US active
apparel industry
(US$170B in 1997)
is the convergence
of the sporting
goods and apparel
industries.
A partner in Active
Apparel could help
Philips market and
distribute a
wearable product.
The Active Apparel Clothing Market in the USA
Why We Should Care About Active Apparel
To produce wearable electronics, Philips needs to know how to build it and how to sell
it. With extensive experience in mass-produced electronics and fabric technology,
Philips knows how to build a wearable electronics garment. But Philips does NOT
know how to market or distribute an article of fashion. Philips needs a partner with this
expertise. Manufacturers of Active Apparel have this expertise and are looking to
differentiate themselves in the increasingly competitive Active Apparel market. By
partnering with Philips to produce wearable electronics, an apparel manufacturer could
set themselves apart from the crowd. In this scenario, both partners win.
What is active apparel
Active apparel refers to clothing that can be used for exercise but is usually bought for
fashion or comfort. It is a paradox. Like Sport Utility Vehicles (SUVs), active apparel is
designed to look rugged but not actually used for exercise. Sweat pants, running suits,
rain shells, and walking boots are good examples of clothing in this rapidly growing
area.
From a marketing point of view, the new, active apparel industry is the collision of two,
older clothing categories: performance wear and designer fashion (Figure 2). Dominant
companies in both categories are converging on this new market. For example, The
North Face (TNF) is an established maker of high-end, technical outerwear (parkas,
tents, sleeping bags, backpacks). Based on this technical expertise, TNF created a
consumer-grade, down jacket (Bubble/Puffa jacket) that has become a fashion statement
in American inner cities. From the other direction, Tommy Hilfiger, a maker of high-
fashion garments, has expanded into activewear and been quite successful. The
expanding active apparel market (US$170 billion in 1997) has even attracted
companies entirely new to the clothing market —Disney has a new line of activewear.
Past, Present, and Future of Active Apparel (ERA Analysis)
The active apparel market is a recent creation, a merging of the existing performance
and fashion apparel markets. To understand where active apparel may be going, we can
examine the history of a close relative — the performance outdoor wear market (Figure
3). The North Face is a typical company in this market.
This market is showing all the signs of a mature business segment. Sales are still
expanding, but the growth rate is dropping off. While new firms are still entering, some
firms are going public, acquiring and consolidating other firms. Once based on passion,
outdoor wear is now a business. To continue growing, outdoor wear companies are
expanding into other areas (like active apparel) and looking to differentiate themselves
from the pack.
Given this situation, we believe companies in the active apparel market will be eager to
partner with Philips to produce wearable electronics. Wearables will provide them with
a way to differentiate themselves from other manufacturers, to expand into a new
market, and to increase profit margins. Wearables will provide many of the same
advantages to Philips.

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Figure 4. MP3 Audio Jacket
(clockwise from top left: built-in speakers, sleeve controls, jacket in use, removable music storage)

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Wearable audio as
a potential Philips
Star Product.
Section Two: Concept
MP3 Wearable Audio Jacket
A Climate for Change
The Audio Jacket concept is founded upon two key trends that are technological and
socio-cultural. Firstly, the emergence of a new generation of portable audio devices,
based upon MP3 technology and offering personal audio users increased storage
capacity, and exciting new opportunities for personalisation and content capture. Being
lightweight and with no moving parts this technology has attributes that make it
extremely compatible with a Wearable product.
Secondly, the lure of free/pirated music provided in full view of, but beyond the reach
of the giant music producers, is what will ensure the street credibility of MP3. This
subversive aspect of MP3 usage will probably determine its success or and therefore the
youth market currently engaged in this activity are the target market for this Audio
Jacket. More specifically it is the urban youth of the United States that are setting the
trend on a variety of fronts including fashion and new technology. The trend for
accessing music via the internet is growing exponentially (Figure 5), with an increasing
number of MP3 players now entering the marketplace, beginning to make the language
of audio data manipulation more and more commonplace. The Audio Jacket was
designed with these ‘early adopter’ kids in mind.
The Target User
This generation of inner city urban youth place significant emphasis on being able to
upgrade, add processing power and functionality to their technology. They see these
elements as representing status and membership. They place similar emphasis upon
branding and insignia with which to identify themselves and their ‘tribes’; and this
applies to the clothes they wear as well as the technology they own. This is a group that
buys expensive clothes and accessory labels. So, encapsulated within this target
segment of consumers we see socio-cultural characteristics that imply a potential desire
for a Wearable Audio product.
Figure 5. Predicted growth of music downloads market in the USA.
(Source: Forrester Research Report “Virtual Music Rocks.” March 1999)

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The Design Aesthetic
The design of the garment at this stage needs to hide cumbersome first generation
hardware. But it is important that the size makes sense to the user and doesn’t look like
it was badly made. In the current climate of product design there is a significant trend
towards ‘chunky functionality’. This refers to an oversized, tactile design aesthetic that
is illustrated by the following examples that span a range of products from fashion and
accessories to consumer electronics: G-shock watches, iMacs, Miu-Miu shoes,
Motorola walky-talkies, North Face & FUBU puffa jackets.
In keeping with this the Audio Jacket is designed to be loud and proud. The bulk is the
aesthetic. Therefore the components are big and visible. The garment looks like it
should pulsate like a boom box on your back; that was the intention and several the
participants’ comments reflected this during the tests. The hood with in-built
headphones was deliberately made to be worn either zipped up to create a personal
sound space, or unzipped to reveal the speakers and create a public sound-space. The
garment features, such as the hood, back panel display and sleeve control interface
mean wearers can stand out from the crowd. The back-illumination of these features
adds to this effect. These are very obvious design details that visibly promote the
uniqueness of the garment. Like the very first prototype audio jacket produced by
Philips Redhill in 1997, this version should also stand in the corner of the room by itself
like a soft audio system.
The user interface is also designed to be loud and visible. It will come with an accessory
that wirelessly connects you to an MP3 site without a computer. Each garment would be
electronically tagged with a code making it unique to the ‘wearers’ and providing them
with exclusive access to “the site”. As mentioned earlier, the target consumer values
being able to upgrade, add power, communicate and identify with insignia. The amount
of power, number of speakers, ram, hard disc size etc. represents their status in the
community.
An advantage of using a chunky aesthetic is that it provides lots of space to hide the
price point of electronics. It also means there are none of the countervailing anxieties
such as ambient noise, antisocial disturbance etc.
A Wearables Roadmap
The Audio Jacket was originated within the context of a wearable technology roadmap
and not as a stand-alone product. It has always been assumed that this would be the
initial product to launch Wearables. Therefore it was designed around a limited personal
area network that would allow the second-generation addition of phone modules. These
would in turn be based on the 7-Eleven , 99-dollar semi-disposable phone concept. The
release of each additional “functionality” module needs to be a hyped event like the
release of windows 95, the iMac or PlayStation 2.
Kids from the target market are unable to qualify for the credit ratings needed to gain
access to credit cards and mobile phones. This is a particularly huge problem in the US.
The Wearables phone concept would therefore operate on cards/tokens, similar to
existing pre-pay phone arrangements, and would require virtually no technical
development.
Therefore this would be a pure branding exercise for Philips, effective almost
immediately. With the majority of the electronics now housed within the garment, the
sale price could be significantly reduced from $99. This scenario would provide the
perfect precursor for Philips’ re-entry into the US phone market, at a time when
competitors Hyundai are rumored to be releasing a low-cost phone platform.
The sportswear manifestation of the audio/phone garment would be targeted at the 70

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million US & European joggers. They might be interested in buying the co-branded
Philips-Adidas/Nike product. There might also be the ‘trendy’ collaboration with Prada
that provides the bag to counter the rumoured Sony fashion accessory, and Philips
follow with a high volume middle-of-the-road product for the mainstream.
Market Opportunities
The Audio Jacket is an amalgamation of two distinct product genres – consumer
electronics (MP3 players) & fashion (performance street/sportswear) The characteristics
of each of these markets are distinct; the MP3 player would follow the conventional CE
model and its value would be determined by the price-point of the market. However, the
Audio Jacket is perceived as a fashion garment and therefore follows a completely
different model. For fashion, the market itself and consumer’s desire for the product
determine value. Buying behavior and purchase criteria for fashion products are mainly
founded upon qualitative, subjective consumer values bound up in self-expression,
personal identity and peer group dynamics. Today’s fashion market is basically
saturated, as it becomes increasingly difficult for clothing manufacturers to differentiate
their products. They are ready for a paradigm shift; they are ready for Wearables.
But what are the implications of introducing a hybrid product such as the Audio
Jacket?
Given the increasingly limited opportunities for the distribution of electronic products,
the Audio Jacket opens up the possibility of new CE markets for Philips. With this
Philips could redraw the boundaries of traditional CE markets and enter into a new
lucrative market ahead of its competitors. The potential benefits associated with such a
move justify investment in concept field-testing.

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Figure 6. Manhattan In-Store Interviews. Figure 7. Manhattan Youth Center Focus Group.
Figure 8. Chicago Focus Group (18-24 years old). Figure 9. Chicago Focus Group (25-34 years old).
Figure 10. Connecticut Focus Group (18-24 years old). Figure 11. Connecticut Focus Group (25-34 years old).
Figure 12. Ossining High School Demonstration.

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We tested the
Wearable Audio
Jacket with 8
groups in the USA.
Section Three: USA Field Tests
Preparation
In September 1999, discussions were held at GCMI about consumer testing Wearables.
After 2 years in development, the project carried a number of garment concepts housing
a variety of technologies for numerous user scenarios. It was not considered appropriate
to enter these concepts directly into the USA VANTIS screening program, given the
revolutionary nature of the products.
As a stepping stone to submitting Wearables into VANTIS, GCMI commissioned 4
focus group tests. GCMI believed the AUDIO concepts to have the strongest viability in
the US marketplace and that a ‘Performance Audio’ Wearables concept might be a
potential Philips Star Product — a product to build and promote the Philips brand.
We therefore wanted to juxtapose the quasi-scientific focus group tests with
impressionistic feedback from consumers after direct experience with the product. We
targeted 16 – 21 year old male and females with an interest in fashion and electronics.
Test Design
The design process is founded upon a series of educated guesses; so the aim of user
testing in research is to eliminate as much of the guesswork as possible in order to make
informed design decisions. It is imperative to note that the research described in this
report should not be considered as exhaustive. This was a purely qualitative study to test
the general set of assumptions made whilst designing and developing wearable
electronics over the last 2 years, as well as to gain design feedback for this particular
Audio Jacket prototype. The assumptions cover issues such as the timing for a Philips
launch of a wearable product, the appropriate target markets and their profiles, product
usability issues and brand implications under various marketing scenarios. These tests
allowed us to verify the assumptions in order to inform the design development process
further.
We believe the success of wearable electronics depends much more on fashion than
technology. We also believe that three things greatly influence what fashion a person
likes: the age of the person, the physical environment the person lives in (city vs.
suburb), and the social environment the person finds themselves in when making a
purchase decision (individual, small group, large group).
In total, we and GCMI conducted or oversaw seven user tests in the USA, purposely
changing these three preconditions — age, physical environment, social environment
(Table 1). To test age, we targeted 16 - 21 year old male and females with an interest in
fashion and technology. To test physical environment, we used urban kids for some
groups and suburban kids in others. To test social environment, we interviewed
participants individually and in groups to see how group pressure influenced their
opinions about the garment.
At the beginning of each session, participants were asked their opinions about fashion
in general: what brands they liked, what they thought was ‘hot’ and why. A second
discussion centered on portable audio technology: what items they owned, what brands,
what they liked and disliked about the items. Again fashion was discussed first, and
technology second.
After the warm-up discussions, participants were shown several wearables concepts. In
the Connecticut and Chicago focus groups, the participants were shown images and
textual descriptions of the portable audio concepts; the other groups were shown a
working prototype of a wearable concept (MP3 bubble jacket).
The procedure for each type of test varied, but some elements remained the same. To

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Wearable
concepts must be
tested using
working prototypes
in the expected
context of use.
prevent bias in the responses:
• We did not tell participants the name of the company conducting the research,
• We did not reveal ourselves as the developers of the concepts or prototypes,
• We solicited written and verbal responses to reach different personality types,
• We recruited participants who had a strong interest in fashion and in technology.
Test Implementation
In practice, two aspects were changed during the testing:
• Fashion was discussed before technology, and
• The concept was discussed using a working prototype in its context of use.
Fashion before technology
Clearly there were two approaches to introducing a wearable electronics concept —
discuss technology first or fashion first.
In the first focus group (Connecticut, 18-24 year olds), the subjects were given an
explanation of the MP3 technology and then discussed the product as a CE device in a
new form. Overcoming the problem of two new technologies/products at the same time
presented a difficulty. Given that both wearable electronics and MP3 audio are largely
unknown amplified the problem. So from the start, the technology-first subjects found
fault with just about everything to do with the concept of the audio jacket — especially
as they were not able to experience it firsthand.
The later tests sought to explore the product as a futuristic fashion item. Fashion-first
turned out to be a much more successful approach. Given the space to brainstorm
around fashion and future technology, subjects even came up with many wearable
electronic concepts themselves.
Working prototype in context of use
After the first focus group session, it was clear that traditional focus group testing put
Wearables at a disadvantage. Why? Because Wearable Electronics is a potential
innovation, not an improvement on an existing product.
Focus groups work because people can respond to changes in existing products using
their past experience. New products can be discussed effectively using textual
descriptions and pictures.
By definition, people have no past experience with innovations, so focus groups do not
work as well. To give them some experience, subjects are given working prototypes in
situations that they might be used — the context of use. For example, the Sony
Walkman failed miserably in focus groups (why would anyone want a portable tape
recorder that doesn’t record?). Only by testing a prototype in the marketplace did Sony
realize they had a winner.
So in later sessions, we placed a working prototype (Figure 4) in context — shops that
sell Bubble/Puffa Jackets and street fashion, clubs, subways and the like. We tried to
gain as much feedback on the associations — personalities that endorse fashion
products, the most desirable labels and how labels ‘match’, labels that could cross the
industrial divide of electronics to fashion with enough credibility to sell a product, and
attitudes to the Philips Brand both as CE manufacturer and potential fashion producer.

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“Oh it’ll sell... I see
it as Polo, RLX,
North Face.”
Manhattan store
interviews
Results
Overall
Everyone was enthusiastic about the audio jacket concept and believed it would sell
well in the USA. Most respondents thought the back display was fun but attracted too
much attention; they feared the jacket would be stolen.
Opinions differed on what features of the jacket they liked and disliked. Some thought
the arm controls made the radio easier to use and made a cool fashion statement. Others
again thought it too brash and wanted them hidden inside the jacket or a pocket or
covered with a flap. Despite reassurances that it was washable, many were concerned
about the electronics getting wet. Some wanted to be able to use the electronics apart
from the jacket. Some appreciated the idea of always having music with you, not having
to carry discs. Modularity was not perceived as a benefit.
Respondents clearly reacted to electronics in clothing as fashion, NOT as technology.
As for what brand would produce the jacket, some suggested starting a new fashion
brand to market it, rather than attaching to an existing fashion brand. Response to
marketing under an electronics brand (e.g. Sony) was indifferent to negative. Strangely,
Philips was acceptable as a brand because it is not as strongly identified with electronics
in the USA as Sony. Many respondents thought that the current look of the jacket would
appeal more to a younger target audience, say 10-15 year olds.
By Test Group
One-to-One (Interviews)
Manhattan In-Store Interviews (Figure 6)
We conducted eight interviews with employees of a Manhattan clothing store
that specializes in street fashion. A working prototype of the audio jacket was
shown (transcript in Appendix A).
Seven of the eight store salespeople thought the jacket would be a hot seller.
They expected the price of the jacket to be $400 - $600. Most wanted the
jacket to be a little more discrete. Some suggested reducing the size of the back
display and/or putting the arm controls inside the jacket or in a pocket. Others
liked the controls on the outside as a “fashion statement.” One of the eight
mentioned the convenience of always having the radio with you. Another
wanted to be able to remove the electronics and use the device separate from
the jacket.
Table 1. Wearables User Test Sites.
Test Participant Profile
# Date Location Social Environment Physical Environment Age Group
1 26-Oct-99 Manhattan Clothing Store One-to-One (Interviews) city 16-20 yrs
2 29-Oct-99 Manhattan Youth Center One-to-Few (Focus groups) city 16-20 yrs
3 15-Oct-99 Chicago, USA city 18-24 yrs
4 15-Oct-99 Chicago, USA city 25-34 yrs
5 14-Oct-99 Connecticut, USA suburb 18-24 yrs
6 14-Oct-99 Connecticut, USA suburb 25-34 yrs
7 29-Oct-99 Ossining High School One-to-Many (Demonstration) suburb 16-18 yrs

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“The clothes are
much more
important than the
technology...”
Manhattan Youth
Center focus group
“I ski. And I just
can’t take a CD
player because I
know I’m going to
fall and break it.
This would be the
perfect jacket.”
Chicago focus
group(18-24)
One-to-Few (Focus Groups)
Manhattan Youth Center (Figure 7)
We interviewed five people at a youth activities center in Manhattan. A
working prototype of the audio jacket was shown (transcript in Appendix C).
They loved the audio jacket, but most wanted to remove the back display (too
obnoxious) and to make the headphones more discrete. The arm controls on
outside are acceptable/cool. They had the usual concerns (getting robbed for
the jacket, safety/electrocution, washing it, outgrowing the coat, upgrading the
fashion/electronics, getting electronics fixed, using the electronics without the
clothing, cost).
Regarding fashion, they felt that people want something that no one else has.
The jacket should have a brand, but it can be a new brand. No need to
piggyback on Nike, North Face, etc. Emphasize fashion not technology. Price
should be $350-500.
Chicago, 18-24 yr olds (Figure 8)
Eight participants (4 male, 4 female; 7 Caucasian, 1 African-American)
commented on a variety of wearable concepts. Only pictures and a text
description of the Audio Jacket were used.
Again, the jacket was favorably received as a fashion article rather than as a
technology product. Participants were concerned about theft and wanted the
jacket to be a little more discrete. They thought the jacket would appeal to a
younger audience (12-14 yr olds) and could sell for approximately US$350.
Several thought a ski jacket would be a great application for a long-playing,
rugged, wearable audio device.
Chicago, 25-34 yr olds (Figure 9)
Six participants (5 male, 1 female; 6 Caucasian) commented on a variety of
wearable concepts. Only pictures and a text description of the Audio Jacket
were used.
Again, the jacket was well received because wearables was presented as a
fashion article rather than a technology piece. This group expressed common
concerns about theft and damage to the electronics. They thought that a jacket
made more sense than a suit because you tend to wear a jacket more often.
Connecticut, 18-24 yr olds (Figure 10)
Eight participants (4 male, 4 female; 7 Caucasian, 1 African-American)
commented on a variety of wearables concepts. Only pictures and a text
description of the Audio Jacket were used (transcript in Appendix D).
When introduced as a technology product, the audio jacket was not well
received. They did not think they would wear a jacket often enough to make a
built-in audio player worthwhile; sticking the electronics in the jacket make it
less versatile. Again, several participants thought that a skiing jacket would be
a much better application.
Connecticut, 25-34 yr olds (Figure 11)
Eight participants (5 male, 3 female; 8 Caucasian) commented on a variety of
wearable concepts. Only pictures and a text description of the Audio Jacket
were used (transcript in Appendix E).

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“It’s surround
sound man! But
the display looks
ridiculous.”
Ossining HS
Demonstration
In this session, the audio jacket was introduced as a piece of fashion, and was
much better received. Some appreciated the convenience of outside controls
and a 150-song capacity. But they did not like the style of the coat and could
not see wearing it often enough to make the audio player worthwhile. Like
other groups, they thought the style would appeal more to a younger audience.
One-to-Many (Demonstrations)
Ossining High School Demonstration (Figure 12)
After a discussion of favorite brands (Table 3), we showed the working audio
jacket prototype to 20 high (secondary) school students.
They felt that the audio jacket looks like it was made for a younger group (10-
12 year olds) -- “it looks like outer space.” They think the hood looks
ridiculous, but are mixed about the back display. They think the controls
should go inside the jacket to prevent the jacket from getting stolen. They also
want to be able to remove the electronics and use the audio player separately
from the clothing.
Table 2. Wearable Audio Jacket Comments — Summary.
Test General Impression Cost of Jacket Brand Comments (+/-/mixed)
1 Manhattan Clothing Store ”This jacket will sell” US$ 400 - 600 Stick to fashion (new or
existing), not tech brands
Polo
RLX
FUBU
Maybe Sony
+ Hands-free, back display, no
discs
- Too flashy, back display too big
M Put controls inside or outside?
M Must be waterproof
2 Manhattan Youth Center “If the jacket is
perfected, everyone is
gonna have it.”
US$ 350 - 500 Existing fashion brand
(DKNY), Philips, or
make one up. Do NOT
sell it in Target. Try Doc
J’s, Phat Farm, Transit
+ Outside arm controls
- Remove back display
- Make the headphones discrete
- Concerned about theft, cost,
washing the garment, using the
electronics separately
3 Chicago (18-24 yrs) “It will sell, but to
younger kids or as a
skiing jacket.”
US$ 350 North Face
Structure
NOT Sony
Style over technology
+ Could be a great skiing jacket
- Too showy
- Concerned about theft
- Keep the music private
M Target a younger age group
4 Chicago (25-34 yrs) “Music jacket
definitely makes more
sense than a suit...
because you wear it
more...”
(unknown) (unknown) + Definitely cool
+ A great skiing jacket
- Concerned about electronics
breaking
5 Connecticut (18-24 yrs) “I don’t think you
should have to buy
digital clothes to use
digital equipment.”
(unknown) Tommy Hilfiger
Polo Sport
FUBU
Get a known fashion
designer to back it
+ Good as a ski jacket
- Don’t wear jackets enough
- What if the jacket gets wet?
- Don’t like the fashion look
6 Connecticut (25-34 yrs) “Not for me, but
someone in high school
might like it…”
(unknown) FUBU
South Pole
Tommy Hilfiger
Polo Sport
Lands End
+ Easy-to-use/functional
+ Younger audience
- The look is tacky/hokey
M Target running or sports instead
7 Ossining (demonstration) “It’s cool, but the
display looks
ridiculous.”
US$ 300 North Face
Avirex
+ Sound is incredible
M Target younger audience (10-12)

17
Table 3. Favorite brands (Ossining High School, Demonstration session, 16-18 yr olds)
Participants
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 TOTAL
responses
Tommy Hilfiger 6 2 2 5 5 5 1 1 2 1 1 3 2 13
Gap 4 1 5 1 1 1 6 11 1 6 10
Old Navy 3 2 3 2 2 13 3 2 4 9
Polo 5 5 4 4 4 8 10 7 2 9
Nike 1 4 6 10 6 2 1 3 8
Aeropostal 2 3 3 7 12 2 4 7
Mudd (Jeans) 8 2 3 3 3 4 6
Levi’s 9 1 6 2 8 5
Timberland 7 4 8 9 7 5
DKNY 7 4 9 5 4
Nautica 1 11 14 1 4
Guess 4 15 4 4 4
Sean John/Puff Daddy 2 1 2
Eddie Bauer 1 2 2
Rusty's 2 5 2
Adidas 3 5 2
Billabong 4 5 2
Mecca 6 5 2
Avirex 1 1
Kikwear 1 1
L.L. Bean 1 1
World Industries 1 1
Blind 2 1
Dockers 2 1
Abercrombie & Fitch 3 1
Echo 3 1
O’Brian 3 1
Paris Blues 3 1
Quicksilver 3 1
Calvin Klein 5 1
North Face 10 1

18
Section Four: Conclusions for Wearables
With reference to our initial objectives this is a consolidation of what was achieved and
learnt through the audio jacket user testing program, and the impact for further work.
Consumer Receptiveness
The original assumption that today’s consumer is ready for Wearables was confirmed.
The results suggest that the timing is now favorable for Philips to launch a wearable
product, establishing Philips as a leader in wearable technology. More specifically, the
US market is prepared to accept a wearable future. And its target youth market of early-
adopters has also been confirmed as the niche market ready to drag wearable
technology into the mass market.
It is important to note that these conclusions are based upon Wearables being
communicated from a fashion angle rather than from a consumer electronics angle.
Seen as the next generation of garments, Wearables makes more logical sense to the
consumer; as a means of allowing them to control their technology.
On average consumers were willing to pay more than US$500 for the Audio Jacket.
Initial Concerns
It is possible to identify the main consumer concerns around wearable products:
Wear & care
A frequently asked question was about the practical issue of cleaning and
caring for clothes with embedded electronics. Were these clothes machine-
washable? Did they need special care and complicated cleaning procedures?
Would they withstand repetitive wear without diminished performance? Did
they need to be handle with special care? These are questions that need to be
answered through further research & design iteration, in order to inform and
reassure consumers.
Performance
If the audio jacket is designed as a performance audio jacket then it was found
that consumers will expect it to perform as any durable, robust and comfortable
performance jacket from North Face or Avirex. They will expect these basic
garment standards to be met, in addition to the in-built technological
functionality. The AUDIO Jacket Should function as high quality performance
wear; reinforcing the need to consider this wearable from a fashion and
garment design angle as well as from a technology perspective.
Safety & maintenance
Another primary concern, associated with wear & care, was safety of the
jacket; i.e. will I get electrocuted if I step out into the rain wearing my audio
jacket? This again is an issue that needs to be addressed in product
development with rigorous component and connection testing of electronics,
followed by coherent explanations within marketing, advertising and point-of-
sale campaigns to accompany the launch of the jacket. The consumer needs to
be educated to adopt Wearable products; the start of that education is critical
for creating a foundation upon which to build future products.

19
Discretion & theft
Making the interfaces loud and chunky had the disadvantage with users of
creating an obvious target for theft. However, the display and prominence of
the jacket’s unique functionality was also considered a desirable at certain
times during wear, therefore we can conclude that further iterations consider
making the degree of prominence variable and flexible. This points to the final
point about personalisation.
Personalisation
Basing the design upon a modular device caters well for the consumer demand
for practicality and flexibility of usage. They asked to be able to use the device
with/without the garment. They would not want to be limited to having to wear
one garment to wear a Wearable. Of course, this should be considered as an
interim stage towards the scenario when wearable-ready clothes start to
become ubiquitous.
Design Iteration
The tests were a social gauge to place Wearables within real-world contexts. They
provided valuable and long-awaited feedback for the Wearables Design Team, relating
to the following characteristics of the Audio Jacket:
Display & controls
It is necessary to provide flexibility not only with different garments, but also
within the construction of individual garments. The wearer’s moods, activities
and environments will change and sometimes they will want to show-off their
technology and other times they will feel vulnerable doing so. The jacket must
be sensitive to these changing needs in order to enhance rather than limit the
user experience. The controls and displays must be positioned and integrated
with this in mind.
Softer interfaces
The sleeve control panel and back display panel were often criticised for being
too stiff – it was felt that a softer interface would be more comfortable and
discreet. The enabling technology for this change is in currently development.
Garment spec
Some respondents disliked the short length of the jacket and/or its colour. This
is an inherent difficulty in presenting one concept prototype; it was explained
that they would be able to purchase it in any colour and in varying styles for
men and women.
Impact for the Philips Brand & Consumer Base
Why should Philips invest in what is currently a niche market?
Brand boost
A compelling argument in favour of taking the risk and investing in entering
this new market is the opportunity to boost the Philips brand. The brand could
be given a healthy injection of street credibility by enrolling a powerful new
generation of Philips consumers, who are educated in the language of new
technology as well as being passionate about fashion and self-expression. They

20
will look to Philips as a credible market leader in Wearable Electronics and
self-generate the hype amongst their mass market counterparts. By not acting
on our unique know-how, Philips will jeopardise its current position as the
leader in the field of Wearable Electronics, and risk remaining in a safe
position as ‘followers’ rather than as ‘innovators.’
Brand credibility
People will demand high performance from their Audio Jacket. It is crucial to
rigorously test the robustness and reliability of the embedded technologies and
integration before the launch of any product. Failure to do so may have
horrendous implications for the Philips brand and may jeopardise any future
company collaborations.
Brand strategy
Any co-branding venture between Philips and a fashion label will set a
precedent in both the fashion and CE markets, and will therefore require
Philips to prepare several follow-up brand and product development strategies
in order to maintain this presence in the new Wearables market.
VANTIS Submissions (see Appendix F)
Wearables concepts
At the last minute, four Wearables concepts were rushed into the VANTIS
concept screen: a co-branded Audio Jacket concept labeled E-phonique, a
modular MP3 player concept (a stand alone device with garment fastening
features) and two phone jacket concepts (for streetwear and hi-end menswear).
VANTIS status
Top-line results from the VANTIS concept screen will be available in January
2000. A detailed report with quantitative results will be released thereafter.
Impact on Design Methodology & Working Practice
This work has impact beyond the Wearables Project with implications for design
development methodology within research.
Strategic alignment
This project has shown the value and importance of conducting field tests with
working concept prototypes and utilising test results to validate design
assumptions. In this way further iterations can be informed by market actuality.
Philips product innovation can be aligned with business strategy from the
research stage of new product development.
Knowledge transfer
Much of this work required the team to deal successfully with moving
goalposts: ensuring that the fundamental principles and vision behind
Wearables were tested, employed and communicated throughout. Supported by
a body of work from Philips Design, Research and Consumer Intelligence, the
operation is an excellent example of multi-disciplinary working practice. Also
illustrating how consumer research can be fed into design research.

21
Acknowledgements
We would like to thank the following people for their assistance in making this work
possible and supporting a commitment to bringing Wearables into the marketplace.
GCMI
Elissa Moses
Chip Walker
Alexandra Zion
Philips Design Redhill
Juliette Allen
Claire Atherton
Jack Mama
Alexie Sommer
Nancy Tilbury
Linda Vodegel Matzen
Giang Vu
Phillipa Wagner
Philips Design Briarcliff
George Marmaropolous
Philips Research Redhill
David Eves
Jonny Farringdon
Paul Gough
Andrew Moore
Simon Turner
Hall & Partners USA Inc.
Kathy Bernstein
Jill Kossoff

22
Appendices
A. Comments from Manhattan In-Store interviews
– videotaped comments
B. Comments from Ossining High School demonstration
– written brand survey
– written comments about wearable audio jacket
C. Comments from Manhattan youth center
– written comments about wearable audio jacket
D. Comments from Connecticut Focus Group (18-24 yr old, 5:30pm)
– videotaped comments about audio jacket only
E. Comments from Connecticut Focus Group (25-34 yr old, 7:30pm)
– videotaped comments about audio jacket only
NOTE: Although available, the Chicago Focus Group videotapes were not transcribed.
F. VANTIS textual descriptions of wearable concept submissions
John Milanski 1/7/2000 11:44 AM
Deleted: on
Deleted: A
Deleted: J
Deleted:

23
A. Comments from Manhattan clothing store visit.
Synopsis
The Wearable audio jacket (MP3) prototype was shown in a Manhattan clothing store on Wed, Oct 20, 1999. Most
participants were store employees.
Videotaped comments
Time Comment
03:37:00 FIRST participant P1, African-American male (store clerk)
(P1 Synopsis: Wants controls on the inside, discrete, doesn’t like display on back -- too brash. Thinks
it would sell with a limited group for $4-500, Likes the jacket, but thinks phone in jacket is a MUCH
better idea. Thinks introducing it as a new brand is better than under an existing brand.)
03:37:15 Good picture of interviewer and participant in jacket.
Interface needs to be softer
3:38:08 Can you put everything on the inside? You don’t want everyone on the street to
3:39:07 Back is too stiff
3:39:30 He buys north face.
3:39:50 North Face Snorkel jacket is in right now.
3:40:15 Be nice to have controls on the inside of the pocket. As long as you know where the controls are
without looking.
3:40:30 The more discrete the better
3:41:20 Phone in jacket would be nice... really nice.
3:41:50 Hands free phone is cool... especially when driving
3:42:20 (this guy has a phone, does not use internet)
3:43:25 Some of his customers might buy it.
3:44:00 Thinks the brand doesn’t matter, if it’s new and different. The new and different always sells, no
matter what the brand.
3:45:06 Ask any Hip-Hop artists, record labels, to see what they think about this jacket.
3:45:50 SECOND participant P2, male, uses MP3, has a Rio MP3 player, uses email and the internet
(P2 Synopsis: He likes the jacket, wants the music to be private but the controls to be public. Even a
phone in jacket should be discrete, thinks marketing it under the clothing brand better than under the
electronics brand.)
3:46 Likes jacket, but thinks that maybe headphones instead of speakers for privacy.
3:46:30 He doesn’t want the controls on the inside, thinks having the controls on the outside is a fashion
statement.
3:46:50 Maybe have two sets of controls, one on outside, one inside pocket.
3:47:00 P1 concerned about electronics getting wet.
3:48 P1 thinks jacket should may cost $4-500
3:50:30 Thinks jacket is a little heavy.
3:50:51 Picture of second participant looking at it in the mirror.
3:52:00 Another good picture of P2

24
3:52:20 Wants the jacket to be longer.
3:52:40 Thinks the controls on the outside is all right, adds a fashion statement.
3:54:40 Again doesn’t want others to hear the music he’s listening to.
3:55:00 Thinks the design is cool.
3:56:00 Talking about idea of a phone in the jacket. Wants the phone is be discrete.
3:56:30 Good head shot.
3:57:05 Doesn’t think the demand exists yet for email and internet access.
3:58:20 Brands: Doesn’t think Sony clothing would fly. “People tend to associate brands with certain things,
and Sony isn’t about clothing... if it said North Face it would certainly be better.”
4:00:00 If it said Armani, it’d be wow...
4:00:50 THIRD participant P3, young African-American lady
(Synopsis:
4:01:00 P3 likes the display on back.
4:01:20 Her brands... Polo, Armani Exchange, Guess, Tommy.
4:02:20 She has used the internet, but doesn’t know MP3.
4:02:40 Thinks the colors are too bright.
4:02:50 Wants it more discrete. Wants something to cover the arm controls and the power button.
4:03:15 “Thinks is waterproof right? (second of third person to ask that)
4:03:50 Can’t take the electronics into school because of the alarm.
4:04:35 She wants the girls jacket to be tight fitted.
4:15:00 Thinks it would cost $500.
4:04:50 FOURTH participant P4, African-American girl.
4:06:00 Doesn’t know MP3.
4:06:10 Thinks it’s cool though.
4:06:30 Good picture of P4.
4:06:40 Wants the jacket to be shorter for women.
4:07:20 “And this works on one battery alone? Cool!”
4:07:40 Thinks Sony should make it because people buy Sony in the US, not Philips.
4:08:10 She thinks it would definitely sell, maybe Polo, RLX, or North Face.
4:12:10 Not leather.
4:09:40 FIFTH participant P5, African-American male.
4:11:10 Wants it larger and in black color.
4:11:40 (Don’t think he wants it.)
4:16:00 Pictures of North Face jackets.

25
4:16:50 SIXTH participant P6, African-American male, from Brooklyn, 19 years old, works near this store.
(P6 Synopsis: He really likes it, for the convenience part of having the radio and jacket together,
always with him).
4:18:20 He would buy one, likes it a lot.
4:19:00 He likes black, red, blue colors.
4:19:50 Good picture of Lesh, participant, and jacket.
4:20:30 Thinks that you can’t wear a walkman when it’s really cold, so this is good.
4:21:00 Likes idea of not having to carry discs.
4:21:40 Likes idea of having phone in coat, because it’s always with you.
4:22:10 Has problems with cellular phone microphones not picking up his voice.
4:22:45 Worried about electrocuted (third person to mention that)
4:24:15 As soon as he saw the light display on the back, he wondered what it was (seems like display could be
an important marketing tool).
4:24:50 Good picture of participant with jacket on.
4:26:00 Sometimes it’s too much trouble to get walkman when going outside, this is good.
4:30:18 SEVENTH participant P7, African-American male, store employee, 17 yrs old.
(P7 Synopsis: He likes it)
4:31:18 Good picture of Nancy with P7.
4:32:30 “Beam me up!” (Jacket seems like Start Trek, science fiction to him)
4:33:08 Doesn’t like the look of it, wants it longer, drawstring in the middle.
4:33:45 Likes the controls on the outside.
4:35:10 He’d pay $500.
4:36:00 Whole thing has got to be waterproof (Fourth person to say that).
4:36:20 Thinks the display on the back is too large, if it was smaller, it’d be ok.
4:37:00 He wouldn’t buy it just for the built in PHONE. If you could take the phone out, so you don’t have to
carry it, and so you can use it apart from the jacket.
4:40:45 EIGHTH participant P8, Indian male, employee
4:41:00 If it was made in the UK, it would sell a lot.
4:41:30 Picture of RLX display
4:42:00 Close-up of North Face label.
4:43:00 People are here to buy stuff for the label not for the warmth, or function, or waterproofness
4:44:50 Cost would be $5-600.
4:46:00 FUBU jacket with phone pocket on front.
4:47:30 Pictures of shoe displays.
4:59:20 Picture of outside of this store they were just in (selling North Face etc.)

26
B. Comments from Ossining High School demonstration
Synopsis
The Wearable audio jacket (MP3) prototype was shown in to a class of 20 high school (secondary) students (17-18
years old, male/female, African-American/Caucasian) in Ossining, NY on Fri, Oct 22, 1999. The demonstration was
videotaped.
The audio jacket looks like it should be for a younger group (10-12 year olds) -- “looks like outer space.” They think
the hood looks ridicules. Mixed on the display on back. Think the controls should go inside the jacket, worried about
the jacket getting stolen, due to the flashy display and controls on the outside. Want to be able to remove the
electronics and use it separately from the clothing.
Videotaped comments
Time Comment
08:02:56 Beginning of TAPE
08:04:00 (Students asked to write down what fashion brands they own or want to own)
08:05:50 Young African-American male: Tommy Hilfiger, Levis, DKNY, Calvin, Gap, Aeropostal, Polo,
Timberland, NIKE
08:06:30 Everybody wears it so, you gotta wear what they wear.
08:06:00 White male, not much for clothing labels.
08:07:10 White male, Rusty Obrian, NIKE, Addidas.
08:07:50 (Students asked to write down their favorite piece of portable electronics)
08:09:30 Young African-American male tries on jacket (P1).
08:09:34 Putting on jacket.
08:10:20 It’s comfortable.
08:10:30 (class laughs when they see the hood up)
08:10:50 (Students asked to write down first impression on seeing the jacket)
08:11:34 P1 fashion shows the jacket.
08:12:10 “It’s surround sound man!”
08:12:20 White male puts on jacket - Frank P2 (class laughs as soon as he puts the hood up)
08:13:30 P2 fashion shows the jacket to class.
08:14:07 Only the class geeks know what MP3 is, and then only vaguely.
08:14:35 Thinks jacket looks “like outer space.”
08:15:25 “Hat looks ridiculous.”
08:16:00 P2 doesn’t like the style of the jacket, too short, hood is horrible.
08:16:30 African-American female tries on jacket P3.
08:17:15 Class wants the radio in a North Face or Avirex jacket.
08:17:30 P3 wants her name on the back display.

27
08:17:50 Class thinks the display is too much, looks ridiculous.
08:18:25 Class thinks the display makes the jacket looks too young, for a 10 year old.
08:18:50 Likes the fact that the music is different
08:19:30 Not many people in class have North Face, or Avirex.
08:20:15 P3 wants a regular coat with the controls on the inside of the jacket, worried about getting robbed.
08:21:20 African-American male wants a TV in the hood.
08:21:50 P2 worried that you can only use the phone or sound when you have the jacket on.
08:22:50 Student doesn’t want everything in one device.
08:23:50 Student mentions wanting to see email through his eyeglasses. Something he saw in the news.
08:24:15 END OF SEGMENT

28
Written comments about wearable audio jacket
The class was also asked to write down their initial reactions to the wearable audio jacket before group discussion
began. This approach captures individual responses before they are influenced by group dynamics. The numbers of
the 20 participants match those in the brand survey chart, e.g. Participant 2, who likes Nike, Old Navy, and Adidas,
looked at the jacket and thought “interesting idea.”
SYNOPSIS: Mostly favorable responses with some suggestions for slightly different styles and colors.
1: “When I saw it at first, I didn’t know what it did. All I knew was that it was a coat. I like it the coat is hot
(cool/fashionable).”
2: “Interesting idea.”
3: “Great idea, bad lights in back, (size) a bit small.”
4: “ Souped up version of the shoes with lights.”
5: “What’s that thing on the shoulder?” (This person is looking at the audio speakers on the jacket shoulders)
6: “Daffy looking, funny.”
7: (no written response)
9: “Interesting.”
11: “I like the jacket; it’s different. Make it in a different color.”
13: “Spooky, comfortable, neat-o.”
14: “Comfortable, spacey.”

29
C. Comments from Manhattan Youth Center
Synopsis
The Wearable audio jacket (MP3) prototype was shown in to a group of 5 teenagers at a Manhattan youth center on
Fri, Oct 22, 1999. Jason (P1, African-American male), Shelton (P2, African-American male), Damaris (P3, Hispanic
female), Ruth (P4, African-American female), and Raymond (P5, African-American male).
They love the audio jacket, but most don’t want the back display (too obnoxious), make the headphones more
discrete, but arm controls on outside are acceptable/cool. The usual concerns (getting robbed for the jacket,
safety/electrocution, washing it, outgrowing the coat, upgrading the fashion/electronics, getting electronics fixed,
using the electronics without the clothing, cost). Regarding fashion, people want something that no one else has. It
should have a brand, but it can be a new brand. No need to piggyback on Nike, North Face. Emphasize fashion not
technology. Price should be $350-500.
Videotaped comments
Time Comment
12:34:45 Beginning of TAPE
12:36:33 Good picture of clive with participants P1 (Jason) and P2 (Shelton).
(Fashion discussion)
12:36:50 North face, avirex, pele pele.
12:37:05 jeans in city are always in. Blue not black because they fade. Pepe Jeans, fold up the bottom of pant to
show the logo.
12:37:45 If it costs more, people are more likely to get it because they figure no one else will have it.
12:38:25 Price, design, how it’s made, the material.
12:39:00 Most people buy North Face because of the name. Before that it was Bear coats.
12:39:35 I don’t want to get another North Face coat, already got one (passe?)
12:40:10 Plain white t-shirts are in right now, the bigger the better.
12:41:00 People want to have something that no one else has. But it has to have a name, a brand.
12:42:47 Looking for a whole different style from North Face this year, like leather.
12:43:10 Most he’d spend on a coat is $250.
12:43:35 Leather P-coats.
12:44:45 P3 New participant enters, Hispanic female, Damaris.
12:45:15 Likes Armani, Ralph Lauren, DKNY, Polo, Versace
12:45:35 P4. Ruth enters. Likes Fubu, Phat Farm, but doesn’t buy them.
12:46:53 P3 doesn’t look at the name she looks at the clothes.
12:47:30 P4 buys from thrift stores, but buys expensive shoes.
12:48:20 (Is stolen jackets a concern) Depends on the price and rarity of the coat. If you wear gold, you’re
asking for it.
12:49:30 Given two brands making the same jacket, we’re gonna buy the one that came out first, the original,
not the copy.
12:50:20 Old Navy, is cheap.

30
12:50:40 P5 Raymond enters.
12:51:15 Most expensive jacket seen is $500 Avirix. Leather jacket for $1000.
12:51:50 Nike and Reebok is sneakers.
12:52:30 People want to think that everything they wear is because they like it, but really it seems to be about
what others are wearing.
12:53:50 People get their security from the name brand.
12:54:35 Music stars play a big role in fashion.
12:55:10 A lot of people think that you can’t mix different brands in pants, shirts shoes. Like a Reebok shirt
with Nike shoes.
(Portable electronic devices discussion)
12:58:10 I heard that cell phones got radiation that “mess with your head”
**12:58:20 (Clive asks them to imagine putting electronics into clothing... gets a chuckle)
**12:58:50 A leather blazer that sends faxes, you can’t see it from the outside, a watch in the coat, a jacket with a
button that changes the color of the coat.
01:00:30 (introduces MP3 to the group... they’re concerned that the artists don’t get paid if music is free...)
01:02:10 P1 and P3 write music lyrics and poetry.
01:06:20 P5 wants combo walkman, phone, combine them all.
**01:06:45 The clothes much more important than the technology.
01:07:45 Motorola combined the phone beeper, it’s cool.
01:08:05 Electronics brands. Motorola, Sony, Panasonic, Philips flat TV.
01:09:20 Nokia cell phones.
01:09:30 Sony could not make clothes.
01:10:0 (could North Face make a radio) It’d have to be super durable, like their clothing.
01:11:30 DKNY could not make a radio. Polo Sport could.
01:12:00 Nike makes the watches, but not walkmans. The name goes too much with the object. Have to be super
small
01:13:20 Tommy was not big until Urban people/ghetto people started buying it. Jeans, grunge look, hip-hop.
01:14:25 If Sony made clothes with electronics, people would buy it.
01:15:30 P2 likes pockets on front of jeans, but not way down on calf.
01:16:50 (camera moved to picture P3 and P5)
(Introducing the jacket 01:17:20)
***01:17:30 That is so cool!
01:18:30 P3 very futuristic looking, likes the colors.
01:19:30 Electrocuted?
**01:19:45 Good picture of clive holding jacket with participants.
01:20:00 The display: is too extravagant, too out there, if it was smaller on the front, it’d be all right, it’s over
accessorizing.

31
**01:20:45 P4: Some people like gaudy, and it’ll get robbed.
01:21:30 P2: like startrek., likes controls on the sleeve.
01:22:00 P5 Make headphones smaller and put them inside the hood?
01:22:20 Good picture of P2 with jacket on.
01:22:30 Watch on sleeve would be good. Hide the headphones, smaller ones are in now.
01:23:50 P1: jacket definitely catches your eye. But doesn’t like the color. P2 likes the color.
01:24:25 P4: what if someone has a pacemaker (safety of wearing the coat)
01:24:50 P4: scared someone would steal it from her, that the headphones isolate her too much.
01:25:30 P2: security system for the coat.
**01:25:50 Picture of P4 with jacket on.
01:27:20 That’s amazing!
01:27:45 Cost of coat. $350 (P1), $1000 (P4), $450-500 (P2),
**01:29:10 (What company should make this coat?) DKNY, Thomas Crown Affair, split on North Face, Philips
could produce it (they’re trying to move toward the future)
01:30:15 Make your own brand, don’t use an existing name brand.
01:30:50 Make up a name... MIA, GhettoTech, AVP2000
**01:31:20 This is thumbs up is remove the back display, and make headphones more discrete.
01:32:30 (Where should it be sold?) NOT Target, it’s a big KMart! Doc J’s, or Phat Farm, or Transit.
(Introducing the Phone concept 01:33:45)
01:34:00 Picture of Nancy with group.
01:34:10 P5 concerned about outgrowing the jacket and then can’t use the electronics.
01:35:30 P1 concerned about the power running out in the jacket.
01:35:50 P1 concerned about being able to wash it, dry it (consumer education would be required)
01:36:40 P4 Thinks it’s overwhelming having everything in the same jacket (phone, radio, beeper)
01:37:20 Strikes group as secret agent stuff.
**01:38:55 If the jacket is perfected, I think everyone is gonna have it.
01:39:55 What if something goes wrong with the electronics? Warranty?
01:40:45 Likes idea of being able to trade-in the jacket for a new one when the fashion or technology changes.
01:42:30 Make it a price where people can buy them. $400 North Face jacket not many people have, $185
bubble jacket everyone has.
01:43:00 Having a separate walkman that can be used with any clothes is more important than having a stylish
jacket with electronics that can’t be transferred. Got to be able to remove it.
01:44:30 Maybe put the electronics in a vest or zip cord so you can remove the electronics.
**01:44:55 Everyone will want one of these coats. Especially as a fad, until everyone had one.
01:45:45 P2: Thought the back display was a solar panel for power.

32
**01:46:00 Lose the display on the back.
01:46:20 On the other hand, if there was a powered light behind the logo, or it glowed, that would be cool.
01:47:25 P2: wants a wool stocking cap, with a logo on front that glows, with headphones near the ears.
01:48:00 (showing the dress with lights)
01:48:20 P4: loves the lights. New Years Eve. XMas Eve.
01:49:00 If you sweat, you won’t get electrocuted will you?

33
Written comments about wearable audio jacket
Synopsis: At first glance, they like the jacket, and think it will sell. But they are worried that such an attention
getting jacket would be quickly stolen. So they want the technology to be more discrete.
Raymond: “Need to remove the back piece (display). Will sell good with less lights.”
Damaris: “Surprisingly cool, very futuristic, and likely to be worn by individuals maybe. You never know until you
see someone with it. The back (display) has to go, too overwhelming. It (the jacket) is a thumbs up.”
Jason: “I think the jacket has a lot of gadgets, so it likely to catch someone’s eye. The color was not very interesting.
Other than that, the jacket can be a new and improved style that the world can try on. Also things should be more on
the inside than the outside or the wearer might not feel safe. Still they’d be happy knowing their jacket is one of a
kind.”
Shelton: “The coat is good, but what about putting the player in a hat with the music chip behind the brand label.”
Ruth: “I thought that this jacket was very high tech. It’s amazing how far we’ve come with technology. However
wearing something like this in today’s society could cause someone to get hurt.”

34
D. Comments from Connecticut Focus Group (18-24 yr old, 5:30pm)
Synopsis
A focus group was held on Thursday, October 14, 1999, in Westport, Connecticut, USA, to review a series of
wearable electronics concepts. The wearable audio jacket was one of the concepts, but the working prototype was
NOT shown (only 2-D pictures and a description). Eight participants (4 male, 4 female; 7 Caucasian, 1 African-
American) attended. NOTE: Only the Wearable Audio Jacket portion was transcribed, and technology was
discussed BEFORE fashion (unlike all other sessions).
They did NOT like the idea of an integrated jacket-audio player. Their main problem with it was that they couldn’t
see wearing ANY jacket often enough to get good use out of the audio player. They were not willing to buy a
separate jacket just for music. A secondary concern was about getting the electronics wet.
Interesting — This is the third focus group of four to mention an audio SKI jacket as a better application for
wearable audio.
Videotaped comments
Time Comment
00:00:00 BEGINNING OF TAPE 1
00:42:00 (Introduced Concept K – Philips Modular MP3: Home Stereo Wherever You Are)
01:00:15 END OF TAPE 1
00:00:00 (Continuing discussion of Concept K)
00:10:00 (Introduced Concept M – Philips Modular MP3 Player: Music You Wear)
00:23:40 (Introduced Concept R – Philips Audio Performance Wear from NIKE: Exercising with Music Made
Easy)
00:35:30 (Introduced Concept L – Philips Audio Performance Jacket: At Last, Clothing Goes Digital)
00:39:06 It’s ridiculous, the world does not revolve around music
What happens when it rains.
Why would I buy a separate jacket?
00:39:56 I take off the jacket.
*00:40:45 I know people who would like that... for snowboarding and skiing.
*00:41:20 Why wouldn’t you just get an MP3 player and clip it to your existing jacket.
00:43:25 If you say fashion in the digital direction, get a fashion designer to back it, not Philips.
00:44:00 Who could do it? Tommy or Polo Sport or FUBU.
00:44:35 I could see rapper types in NYC wearing this walking down the street.
00:45:05 It could only work if the stage was set, if the trend was already made.
00:45:30 (Ranking the concepts — K, M, R, L — favorite and least favorite, and why)
00:50:32 3 vote for Concept M (Modular MP3 Player) and 5 for Concept K (Modular MP3: Home Stereo
Wherever You Are)
00:53:00 (About concept L — Audio Jacket)

35
00:54:30 Many thought L was least favorite...
00:54:50 Too extreme for right now
00:55:05 It’s not functional, how often do you wear a winter jacket
00:55:15 It’s too specific of an application.
00:55:15 What if you spill soda on the jacket? How do you wash it? The dry cleaners?
00:58:00 Wearable electronics is shady... worried about surveillance.
00:58:30 Convenience is good, but you can go too far
*00:59:00 I don’t think you should have to buy digital clothes to use digital equipment...
01:00:20 END of session
01:01:05 Clive talking with participant who has phone attached to his jean leg.
01:02:00 END OF TAPE 2

36
E. Comments from Connecticut Focus Group (25-34 yr old, 7:30pm)
Synopsis
A focus group was held on Thursday, October 14, 1999, in Westport, Connecticut, USA, to review a series of
wearable electronics concepts. The wearable audio jacket was one of the concepts, but the working prototype was
NOT shown (only 2-D pictures and a description). Eight participants (4 male, 4 female; 7 Caucasian, 1 African-
American) attended. NOTE: Only the Wearable Audio Jacket portion was transcribed.
They did NOT like the look, but some saw the practicality of it for running. They could see it being very popular
with teenagers/high-school kids (14-18 year olds).
Videotaped comments
Time Comment
00:00:00 (General get-to-know-each-other discussion)
00:10:00 (What’s the latest in audio?)
00:40:00 (Beginning of discussion of concepts)
00:41:00 (Concept #1: Concept L: Philips Audio Performance Jacket)
00:45:10 First impression was that you had to have the hood up to hear it — like a space suit.
00:46:05 Concerned that the jacket would malfunction, that others would hear my music playing, and wanted
something “more subtle.”
00:46:45 I’m not ready for this as a fashion statement, someone in high school might like it.
00:47:10 (Schoolteacher) did not like the look, concerned about it getting stolen, this is too high-tech for him.
He didn’t like the idea of the music chip on the arm, too exposed and might get stolen.
00:48:30 “I’m fine hooking a walkman onto my existing coat... I don’t need this...”
00:48:50 Likes the ease of it, functional, Walkmans can be cumbersome, but the look is almost tacky...
00:49:35 I would only like it for running (has not seen the running version yet). In that case your hands get
sweaty
00:50:15 Concerned about music further isolating people.
00:50:30 It looks hoaky.
00:51:00 Hide the headphones, and put the player on the inside.
00:51:25 He likes the idea of the controls on the outside — easy access
00:51:40 Seems trendy, oriented toward the kids...
00:52:00 Likes that it wouldn’t skip...
00:52:25 Concerned that only going to be able to use it when you wear a winter coat (5 months per year)
00:52:50 What if the coat wears out, can you remove the player?
00:54:00 What if it rains, can the coat get wet?
00:54:30 The headphones was the first thing that caught their attention...
00:54:55 Feels it is targeting a very select audience...
00:55:20 Targeted toward teenagers (FUBU, South Pole)
00:55:50 Feels if it was targeted more toward sporting activities.

37
00:56:20 Exercise in a light jacket would be a better target.
00:56:40 Concerned about the jacket isolating people from one another on the street.
00:57:10 Likes how small it is...
00:57:50 Philips is not fashion, team up with Donna Karen etc.
00:58:00 (BRAND DISCUSSION — What brands should they team up with)
00:58:00 Tommy, Eddie Bauer Hiking, Polo Sport, Lands End, NIKE, Adidas
00:58:40 (END of Audio Jacket discussion)
00:58:40 END OF TAPE ONE
00:00:00 TAPE TWO NOT TRANSCRIBED

38
F. VANTIS textual descriptions of wearable concept submissions
Introducing the E-phonique Audio Jacket
Outerwear designed by North Face with electronics by Philips
Combining the high-performance functionality and fashion of leading streetwear brand North Face with cutting-edge
audio technology from technology innovators Philips, introducing the world’s first Audio Jacket.
A Millennium Brand
E-phonique - Music you Wear - A radical new brand for the millennium, merging fashion and technology in the
digital age!
Cutting-edge technology
For the first time Philips bring you music technology embedded into your clothing using patented technical textiles
and construction techniques developed in collaboration with North Face. The E-phonique Audio Jacket lets you
take up to 150 of your favorite songs with you anywhere you go! It uses the smallest, lightest and smoothest audio
technology around (MP3 technology).
So simple to use . . .
Activate the player by just slipping a processor chip into the jacket pocket. Easy-to-reach controls are integrated
onto the sleeve, and headphones are built-in to the hood. You can of course also use the jacket with Philips wireless
headphones. The choice is yours. Either way you get to enjoy portable audio for the first time without the hassle of
wires or the bulk of devices – comfortable hands-free control with an awesome audio experience anywhere you go!
Personalisable
E-phonique: Your truly personal portable Audio Jacket.
Express yourself with this new electronic fashion for the digital age. The E-phonique Jacket can be customized to
suit your own particular taste.
It is available in a wide range of fashion styles and colors for both men and women. You can also have your
electronics integrated in a variety of ways; from discreet to showy, with the controls and display on the inside or
outside of the jacket. Say you really want to show you’ve got music, choose the version with an illuminated graphic
equalizer panel on the back of the jacket and get yourself noticed!
The E-phonique brand of wearable electronic clothing will be available in major sports/street fashion outlets.
Experience truly amazing surround-sound portable audio wherever you go in the E-phonique Audio Jacket.
Priced from $350

39
F. VANTIS textual descriptions of wearable concept submissions (cont.)
Keep your communications discrete with Calvin Klein Digital Wear
Cellular phones have become a necessity of modern business and social life . . . and an intrusion. You need to stay in
contact but don’t want to have to carry a bulky handset when you’re wearing your nice clothes. Even as handsets
become lighter, their controls and displays are getting impossibly small and difficult to use. This is a real pain as we
are starting to send messages, access the web and email from our phones.
Enter a more discrete but also more effective approach – Calvin Klein Digital Wear.
Like its regular clothing line, Calvin Klein is a line of fashionable, high-quality suits and jackets suitable for
business or social occasions, but with a difference – your cell phone is embedded into your jacket. Using Philips
patented technical textiles the electronics are and safely integrated into the fabric – the resulting garment looks and
feels as fine as any high-quality Calvin Klein suit.
When you don’t need your phone you can wear the jacket as a stylish outerwear item; to activate the phone just plug
in the processor chip and you’re all set for truly mobile, easy-to-use communication.
With a microphone in the lapel you can make a call with only a whisper, no matter how noisy the place you are. A
wireless earpiece helps keep your conversations private and your hands free. The jacket also allows a larger, flatter
antennae, improving reception and eliminating drop-outs. And those incredibly small controls are a thing of the past.
On the Philips Phone Jacket the controls and a flexible screen enable you to enter phone numbers and read messages
at a realistic size. The jacket also has a layer of shielding fabric to protect you from the radiation know to emit from
existing cellular phones.
With Calvin Klein Digital Wear you have the most discrete and effective cell phone communication possible. You
can take and make calls with minimum effort and maximum discretion. Available in Spring 2001 at selected
designer retail outlets (Bloomingdales? Saks?) priced $500.

40
G. VANTIS textual descriptions of wearable concept submissions (cont.)
The Philips Phone Jacket
Stay in touch and make a statement
It used to be cool to have a cellular phone, but now it’s commonplace – everyone has one. And you’re always under
pressure to have the latest – smaller, longer battery life and more features (internet access, email). Well Philips has
a way for you to stand apart from the crowd and keep up with the latest in communications technology.
The Philips Phone Jacket is the cell phone you wear. You can use the phone as a stand alone compact phone or
detach one little piece, the processor, plug it into the jacket and wear your phone! Mobile phone technology has
been embedded into a streetwear jacket, so now you can take and make calls hassle-free when you’re on the move.
And since all the components are removable, upgrading the power, memory and features becomes simple and
straightforward.
With a microphone in the lapel you can make a call with only a whisper, no matter how noisy it is where you are. A
wireless earpiece helps keep your conversations private and your hands free. The jacket also allows a larger, flatter
antenna, improving reception and eliminating drop-outs. And those incredibly small controls are a thing of the past.
On the Philips Phone Jacket the controls and a flexible screen enable you to enter phone numbers and read messages
in a realistic size.
When you don’t need your phone you can wear the jacket as a functional and stylish outerwear item; to activate the
phone jacket just plug in the processor chip and you’re all set for truly mobile, easy-to-use communication.
The Philips Phone Jacket – making mobile communication wearable, accessible and usable. Available Spring 2001
at retailers everywhere priced $400.

41
H. VANTIS textual descriptions of wearable concept submissions (cont.)
Introducing the New Philips Modular MP3 Player
Music You Wear
CD players weren’t designed to be carried around with you. Portable CD players are bulky and require a large
pocket for storage unless you carry them around in your hand. Plus, they skip and you have to bring along multiple
CDs if you want a variety of music.
The new Philips Modular MP3 is designed to be truly portable. It's as easy to put on and wear as a piece of clothing.
How?
• It is modular so it’s smaller and lighter than any other portable audio player.
The Philips Modular MP3 breaks into 2 parts – a recorder cradle and a MP3 module. This means that
instead of carrying the entire device, you can leave the cradle behind and take the rest with you. This
significantly reduces the size and weight of the object.
• It clips onto your clothes. You can clip the MP3 to your clothes where it is easy to operate. For example,
when you exercise you might want to use the controls on your sleeve or on an armband so that you can hit skip
forward easily when you want to hear a particular song.
• It’s completely wireless. Including the headphones! (Headphones are offered in various styles)
• It doesn’t skip. Because the music is stored in files on a computer chip, there is no skipping.
• It holds up to 150 songs. There's no need to bring extra discs with you.
• Longer battery life. The power comes from a rechargeable battery that will last approximately 12 hours.
Wearable means portable audio in tune with the way you live!
Available at electronics stores like Circuit City, Best Buy, etc.
$175

42
Distribution list
Philips Board of Management
Adrl Baan
Cor Boonstra
D.G. Eustace
Jan Hommen
Y.C. Lo
Arthur van der Poel
John Whybrow
Philips Research, Briarcliff
Fred Boekhorst
Nick Mankovich
Diego Olego
Carolyn Ramsey
Jim Schmidt
Barry Singer
Karen Trovato
John Zimmerman
(Library)/B. McIlvaine
Philips Research, Eindhoven (NatLab)
Emil Aarts (WY2)
John de Vet
Rene Collier (WLp)
Ad Huijser (WB5)
Fopke Klok (WB53)
Loek Nijman
Philips Research, Redhill (PRL)
David Eves
Jonny Farringdon
Paul Gough
Asher Hoskins
Andrew Moore
John Morris
Leo Poll
Paul Rankin
Peter Saraga
Simon Turner
Andrew White
Philips CE Audio, Hong Kong
Murray Camens
Jan Eggebeen
Philips CE, Briarcliff
Edson Farqui
Tom Harosia
Jim Hoekema
Sheau Ng
Cees Overdijk
Otto Voorman
Philips Global Brand Management, Amsterdam
Karin Daly (HRT 29)
Robert-Jan van Dormael (HRT 29)
Denise Hendriksen (HRT 29)
Mark Kerray (HRT 29)
Sibel Sahin (HRT 29)
Louise Verheij van Wijk
Arco Wagemakers (HRT 29)
Philips Global Brand Management, Eindhoven
Frank Engelman (Groenewoudseweg 1)
Dennis de Poorter (Groenewoudseweg 1)
Peter Verest (Groenewoudseweg 1)
Philips Global Brand Management, Singapore
*Aaron Boey
Philips CE, Eindhoven
C. Buma
Ian McClelland (SFF 10)
Philips CE, Brugge
Jan Caussyn
Peter Denaux
P. van Vliet
Philips Design, Atlanta
Scott Lehman
Philips Design, Briarcliff
George Marmaropoulos
John Milanski
Clive van Heerden
Philips Design, Eindhoven
Paul Gardien
Josephine Green (HWD)
Desiree de Lang (HWD)
Yasushi Kusume (HWD)
Stefano Marzano
Irene McAra-McWilliam (HWD)
Peter Nagelkerke (HWD)
Stefan Pannenbecker
Eric Quint
Gus Rodriguez (HWD)
Andre Rotte
Laura Traldi
Marion Verbucken
Carel Vereijken (HWD-3)
Philips Design, Hong Kong
Murray Camens

43
Clive Roux
Philips Design, Milan
Oscar Pena Angarita
Philips Design, Redhill
Jack Mama
Linda Vodegel Matzen
Nancy Tilbury
Leskshmy Parameswaran
Philippa Wagner
Philips Design, Sunnyvale Campus
Steve Rodgers
Phillips Communication (PCC) – LeMans
Tammo De Ligny
Harry Strasser
Philips Global Consumer and Market Intelligence (NYC)
Terry Fassburg
Elissa Moses
Alexandra Zion
Philips, Sunnyvale Campus
Tim Grace
Rene Savelsberg

44
Keywords
Wearable electronics
audio
consumer electronics
MP3
human factors
user testing
usability
behavioral research

First Wearable Electronics Garment

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