This document discusses common pitfalls when combining technology and fashion. It notes that simply throwing technology into fashion does not make sense and provides examples of fashiontech startups that failed because they did not understand user behavior. The document emphasizes the difficulty of introducing new behaviors versus altering existing ones and stresses the importance of observing real users when developing fashiontech products and business concepts.

1. when
meets
fashion
tech
What could possibly
go wrong?
Flickr cc ashleypalmero

2. 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

3. You can’t just throw technology into a domain
& see what makes sense:
Example: Fashion

4. 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

5. Tech +
Fashion & Clothing?

6. 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

7. 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.

8. 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!

9. 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. ;)

10. 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.

11. 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.

12. 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!

13. 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

14. 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.

15. Create
Art
Create a
new venture
Run an
Experiment
Risk Free zone.
Risk!

16. 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.

17. Tech Design
Behaviour Design
What you might think you’re doing.
What you’re actually doing.

18. 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.

19. Example: softspot.io
Just tech features.
No idea of clients
No concrete use case.

20. 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?”

21. 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.
…

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

23. 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

24. 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.

25. 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

26. 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.

27. 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?

28. 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

29. 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

30. 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