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T x U D e s i g n M a n a g e m e n t 2 0 1 0
The purpose of this document is
to have a general and specific
understanding of the business
opportunities that TxU garments
have in the Market.
State of the Art
“If the fields of electrical engineering and textile science were merged, a whole new range of exciting opportunities could emerge.”
So what is Smart Textile?
Cutting edge innovative textiles – electroluminescent, nanotechnology, wash and wear fabric that can react to changes from mechanical, thermal, chemical, magnetic and other sources.
State of the Art Smart Textile history
The Need - Late 1990’s as a consequence of people’s dependency on mobile devices and emerging need for flexible electronic, lightweight equipment
The Result - Smaller and more powerful electronic components - Interactive textile products – partnership between apparel and electronic companies
The Goal - Develop smart clothing possessing functions of computers: - Ability to store and manipulate data - Display images, text and video - Connect to the Internet
Smart Textile becoming a trend The trends in skiing, golf and extreme sports has created a niche of smart and interactive textiles that can enhance a garment’s performance and it’s wearer’s experience.
What’s Out There?
Philips Techie Tees
• Uniting LED tech with simple tees
• Emit vibrantly colored messages, images and animations
• Batteries and electronics are easily removable and re-attachable for cleaning.
T-shirt
Kerri Wallace Exercise Heat as Body Art
As you heat up, the Thermo chromic ink disappears, and the Thermo chromic Liquid Crystal ink becomes colorful.
The combination reveals a color spectrum—ranging from clear to turquoise to black—based on your body heat and heart rate.
T-shirt
Water-proof and high technology performance
• Resistant to a 20m column of water
• Removable hood lined in coyote fur
Interactive Jacket Paul & Shark Multifunctional with iPod & Bluetooth connection
Jacket
The jacket has specially designed pockets to hold an iPod flatly in place.
• iPod holder disguised as a tailored suit
• Special fabric touchpad that runs vertically along the breast label inside, allowing you to turn the iPod on, control the volume, skip forward or back, and auto-lock the device
Jacket
Celio Club Suit
Leah Buechley Let Your Jacket Speak for You
Button on the right and left wrist that
once pushed the respective side arrow on the back of shirt is activated
Jacket
Know-Where-Jacket (Germany)
• MP3 Player
• Bluetooth headset/hands free profiles
• Active GPS antenna integrated on the shoulder
• Telit GPRS modem GM862 for data transfer
• Textile switches on the sleeve to control the system
• Alarm button for emergency calls
Jacket
Effloresce: Interactive raincoat with embedded weather forecast technology
Created by: Sheila Tse & Ellie Lim
LED lights, weather forecast technology, hydrochromic ink, wire, water resistant fabric, silk screen
Positioning
Low Tech
High Tech
Technical /Sport Lifestyle/Fashion
Market Gap
Sailing Clothing Store
Heavy Duty Workwear & Work Clothes for Construction
Marmot (dry, anti perspiration, light)
Northface (Hydorgen Jacket)
Adidas 1 Shoe (self-adjustable)
Nike + ipod kit (displays info)
Motion Responsive Sportswear
Market Gap
Norwegian Rain
AIQ
Effloresce
Persona
early adaptor understated cool materialistic lifestyle travels works high education environmentally conscious high income healthy function = form sport-looks active
Travel aesthetic place change of climate multifunctional easy to pack (compact)
Moto reflective cooling & warming protective helmet
Sailing water/wind proof tempertrature controlling inflator
Outdoor waterproof sweat odor wind resistant uv protective protective (hardens when hit)
Partying fire proof brand bars culbs festivals house parties stain proof odor proof stylish attraction or repel bullet proof
in the city art/tech party active online blog network car/moto bmw uber-sexual freelancer/owns own business easy going cool dude single extensive social network exclusive shops (black label) intellectual fashion
persona.
Bruce. . . . . . . . . . . I was born in 1975, I grew up in middle to high class family. Throughout my schooling I attended public
schools until university, where I studied business at Wharton business school at Penn an IVY League
university. I lived abroad in Milan, Italy when I did a
semester on exchange.
I consider myself an entrepreneur, I started my own company after I graduated from Penn. Today
my company and I are based in LA. Partly due to its proximity to Asia and the South Pacific and Europe.
LA is attractive not only for its global positioning but it’s good weather, beaches, diverse range of cultural expressions, social life and general active way of living.
Traveling Light | Isaac Reina Edition de Sacs
Mood boards to visualize persona’s aspirational context, brands of reference, etc
Weekday 7am - noon
morning jog sweat allot
Wakes up shower breakfast/online paper business meeting over coffee and use perfume to cover smell
Noon – 7pm
drives to the office to organize his week and tried to talk with assistant While driving a car
signs an important deal over lunch at a new oriental fusion restaurant.
heads back to the office to have his weekly meeting with his employees
attends the newly opened world press photography exhibition and forget to get the pills in the bag. He has not have enough pockets to put.
meets some friends that are in town for business, meets them at a local organic cheese and wine bar.
drives home, watches the late night news falls asleep around 1am.
Weekday 7pm - midnight
meets his best friend at their favorite breakfast place. arrived in late last night from a European business trip wakes up slowly
Saturday 10am – 1pm
goes for a walk along the strip browsing through stores and galleries but the weather Is so hot, he sweat allot and disturb from sun. He has to change the clothes
goes home to relax and have a ‘siesta’ and take a shower before he goes out
meets the boys at the ‘lo*’ to have a few beers and watch the Lakers game,
1pm…
He is in Purple magazine party , but forgot his invite!.
Persona profile (including attitude towards fashion and needs). Key emotional attributes that characterize those basic garments for him.
comfort
quality
multi purpose
design element
value for money safe
confident
protected
always appropriate
Attitude:
appreciates fashion (high elements of design and innovation)
fashion is not about being flashy or overstated but understated cool.
garments have to have some added value be it a conversation piece or intimate attribute.
Has irregular shopping habits, mainly shops when he has the need for a new garment, but will purchase sporadically.
emotional attributes needs in garments
Design Concepts
Raincoat An#bacterial
Thermal regula#on Stain proof Water proof Interac#ve Predict rain
Change color in rain Transform func#ons
Extend to protect others Dark condi#on ligh#ng Community brand (NFC)
Jacket An#bacterial Easy care Odor free
Thermal regula#on Secrete / safe pockets
Stain proof Water proof Interac#ve
Do not wrinkle Phone sensi#ve
Community brand (NFC)
T-shirt An#bacterial Easy care Odor free
UV Protec#on Perspira#on protec#on
Interac#ve canvas Air, oxygen and recovery Community brand (NFC)
Near Field Communication Near Field Communication (NFC) is a new, short-range
wireless connectivity technology that evolved from a combination of existing contactless identification and interconnection technologies. Products with built-in NFC will dramatically simplify the way consumer devices interact with one another, helping people speed connections, receive and share information and even make fast and secure payments.
• TxU Community Link.
• Authenticity Imbedded information.
• Added Value.
• Copy rights
T-shirt
Antibacterial
Perspiration protection
Interactive canvas
Near field communication
UV Protection
Jacket
Near field communication
Phone sensitive
Secret / safe pockets
Stain proof
Thermal regulation
Near field communication
Transforms functions
Thermal regulation
Dark condition lighting
Raincoat
Key Experience Scenarios
Situations in which our designs will play
a key role and therefore build an
emotional link with our persona i.e. First
date with a very good looking girl on
Friday night, chose those situations
that will make our clothing become
key to our persona.
Temperature Self-adjustment
It was a warm sunny day when Bruce went out of his house. He grabbed his TxU jacket because he knew it will keep him cool. Out of nowhere, the weather went bad and the temperatures went down. Bruce had nothing to worry about, he was glad his TxU jacket can also keep him warm.
Downtown L.A.
TxU Community Bruce and his friends want to go out for dinner and drinks but they haven't made reservations anywhere. For them, waiting in queue is not an option. His friends do not now what to do but Bruce knows that by wearing any of his TxU garments he can access the best VIP TxU community places in the world.
NFC
Secret Pocket Bruce has a client meeting right after a lunch date. He has a couple of important documents and checks he needs to take with him. To avoid traffic, he is taking his motorbike and doesn’t want to carry a briefcase. Bruce knows he can trust his special TxU garment with the the safety pockets feature.
Interactive Canvas
Bruce enjoys expressing his moods and style. In summer, and with only one layer of clothing to wear, Bruce finds the TxU t-shirt amusing and stylish at the same time. He can upload any image that suits his mood and style for the moment and can change it to express all that’s on his mind!
After a long day, Bruce enjoys a night jog to disconnect and refuel. Some of the roads around the area are not well lit at night but Bruce feels safe with his TxU garment that has dark-conditions lightning feature so cars can easily spot him from distance.
Dark Conditions lightning
Interactive control panel
Bruce has been having a hectic day and needs to call his assistant as he runs to reach an important meeting. He is already late and needs to multitask! He connects his mobile phone to his TxU garment and makes a call without using his mobile phone as he reaches for his keys to start up the car.
Providers/Suppliers
Thermal regulator
Stain & Water proof
Odor free
Safety Pocket
Material Diagram
Prototypes, pattern & technical information
Location Galicia, Spain
They offer - Reference - Adapt to clients concept - Prototype confection - Design, patterns, technical info
Location Terrasa, Barcelona
They produce Consultancy company, they add technological value to products
Run Production
Location
Paços de Ferreira, Portugal
They produce Fashion, technology, lingerie, olympic sports
Location
USA / Asia / Dominican Republic
They produce Medical, sporting, safety, military, footwear
Pricing
Assumption: Unit Cost ($): 80 (incl. customization cost) Gross Margin (%): 76% Annual Sales Revenue ($): 1 million
Pricing method: Using gross margin to calculate price Selling Price x (1- required gross margin) = cost
Simulation Result: Unit price ($): 333 (average market price of T-Shirt, raincoat and jacket) Total Unit Sold: 3,000 Annual Total Gross profit ($): 0,76 million
Pricing
Pricing
Visibility of market share in the US:
Estimated US population of 25-64 male with income 75k+ (2005) 18,660,346
Expected market share (%) 0,017%
Expected total unit sold 3,172
Market Analysis
New Markets
Existing Markets
Existing Capabilities New Capabilities
Market Positioning
Penetrate existing market by providing high fashion and smart textile apparels
The market for smart textiles is one of the most dynamic and fast growing sectors and offers huge potential for companies willing to take the plunge.
Opportunity
Organizational Structure TXU
Vision & Mission
Vision To be a leader bringing to the fashion market unique collection of quality and intelligent garment wears that are priced fairly and satisfy people’s needs and desires.
Values Innovation Design Experience
Our mission at TxU is to integrate high fashion design and smart materials into a collection of basics. We aim to redefine the lifecycle of fashion garments, while creating a memorable and positive brand experience and lifestyle community for all TxU customers.
Mission
Channel Distribution
Online or Offline?
Both...
Offline Distribution
Niched concept stores...
Hotels - contemporary campaigns...
Information rich garments... (benefits from a extensive store display)
PR/Media friendly... Awareness (editorials, cool-hunters, bloggers, etc)
Concept Store...
Instant access to valuable client data... (Client trust + the right consumers = Txu Delight)
Positioning the Txu brand...
+
Surrender control to the retailer...
Question-marks...
Season based cycles...
Low volume...
-
Specific sites:
Avant-garde and design hotels
in Strategically selected cities
Plan:
To place our products in chosen
hotels
- shop inside hotel
- product brochure in each
guest room
- promotion in reception
Expansion:
The channel via design hotel
can be expanded to other
cities in the future
Hotels
Barcelona Hotel Omm Rosello 265 http://www.hotelomm.es/
Hotel Eurostars Angli Angli 60 http://www.eurostarshotels.com
987 Barcelona Hotel Mallorca 288 http://www.987barcelonahotel.com/
Suites Avenue Angli 60 http://www.eurostarshotels.com
Miami Beach
Delano South Beach 1685 Collins Avenue http://www.delano-hotel.com
Setai Hotel 2001 Collins Avenue http://www.setai.com
New York City Rivington Hotel 107 Rivington www.hotelonrivington.com/
Hudson Hotel 356 West 58th Street www.hudsonhotel.com/
London Saint Martin’s Lane 45 St. Martins Lane www.stmartinslane.com/
The Hempel Hotel 31-35 Craven Hill Gardens www.the-hempelhotel.com/
The Reason why
Direct exposure to target clients
Direct exposure to target clients who travel, spend money on luxurious goods
Direct exposure to trend setter
International clientele exposure
Awareness
Challenges
Partnership establishment with hotel
Endanger of brand image
+
-
Design Hotel
Online Distribution
TxU.com Or Multi brand?
Both...
Online Multi brand
Existing client database...
Consumer insights...
Convenience & Growing...
Ease of display and global access
+
Online Multi brand
Less control...
Internet is a “noisy” place...
Mixed with many competitors...
-
ENTER TXU.com
Not season based, (Anti-Collection)
TxU.com
Added value in the written & image content... Design Vs Tech (the story about each garment, story about Txu)
No filter towards the market... (Democratic)
Customization...Pre-order you customized garment
+
Customer Relationship Marketing (customer retention, data & network)
Low awareness of the brand...
Increased responsibility (storage, shipping, logistics)
- TxU.com
Conclusion
Offline Retail
TxU.com
Online Multi Brand
Offline Retail
Combination is KEY
TxU.com
Online Multi Brand
Positioning
Branding
Awareness
Control
Potential Volume
No filter
Market
Convenience
Clients
Advertising and Promotion Campaign
increase brand awareness
Below The Line campaign
EVENTS
ensure usage among early adapters
Recommendations
The Concept
User Experience – experiment TxU garments
Launching party of TxU anti collection
Location: major cities: Miami, London, LA, NY, Barcelona
Cocktail & open bar
Personal invitations to the guests – in the form of TxU recognizable brand fabric
brand placement within big music events/concerts
proposals Rooftop pool party
Downtown LA
Santa Monica, CA
NYC
proposals Yacht party
Create Brand Awareness & Promote Loyalty
The TxU City
“Integrated with garments”
Access the TxU World...
TXU.com Vs Smart Phone
Smart phone Application (the TXU world)
TxU City
Txu’s “favorite places”
Get access
Get the treatment
Works with FourSquare geo-locator
Loyalty reward system
Txu World
Reason Why
Community feel
Creates added value for clients (Feel of accomplishment)
Increase “Virality” (Lets the “network” work)
Customer insights
+
Conclusions
Future Projections The application of high-tech textile science in high design
garment and increasing partnership between apparel and electronic companies will continue to be the trend in fashion market
Initial focus on product line for male consumers at start-up stage in order to build TXU community and brand recognition in the market
Opportunistic expansion into women market
Expansion into main stream clothing when the production cost is reduced by improved technology
TxU becomes a lifestyle offering memorable experiences
T x U
T x U RECOMMENDATIONS
Anticipate trends and users’ desires
Develop more extreme clothes to special customers
Provide options for product customization
Thank you
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