During the RBIS panel, we discussed how we made this happen with Rochambeau, by incorporating the designer elements into the connector: we integrated beautiful art onto the care label directly and used a heat transfer logo to indicate where the technology resides in the jacket. The technology is a feature of the jacket, not a detractor.
It has to be relevant and it has to work.
During a brand leadership panel with Liz Bacelar, founder of thought leading fashion+tech platform The Current, there were clear themes of relevance and reliability. The entire panel agreed that the big shift this year from a simple hunger for great ideas to a new hunger for great execution. Technology that is not reliable or relevant will inherently fail, regardless of how great the idea may be.
Nilofer Vahora, VP of Product Innovation at Rebecca Minkoff, agreed and specifically highlighted the RBIS smart bag collaboration, which launched last month during NY Fashion Week. She explained how we partnered to explore a wide variety of connector technology and experiences, narrowing the opportunities down to focus in on what would resonate most with a Rebecca Minkoff customer. Ultimately, while there are a lot of options out there, technology has to be something that is relevant and reliable to gain traction with consumers.
Physical things are now digital assets.
During the panel with RBIS and EVRYTHNG, Lex Kendall, COO and founder of The New Stand, shared his thoughts on how truly special products provide a surprise and delight moment. In the case of the smart BMBR BMBR jacket,
When these experiences are layered into a physical garment, there is a huge possibility to significantly increase their functionality and value. You can connect the wearer to communities nearby, curated experiences and suddenly the digital world can unlock physical experiences that were never there before. It brings the digital into the physical in new ways. (Move over Pokemon Go!)
SXSW showed us that the internet of clothing is starting to revolutionize the consumer experience.
RBIS has much to offer in that revolution, and we will continue to seek new possibilities and opportunities with incredible partners and collaborators.
Julie Vargas is director of Digital Solutions at RBIS. She’s inspired by technology’s application in reality, and organizing her closet with help from Janela™.