Exclusive Interview With Levis: Recombing Product Evolution And Measuring Market Potential

"Rejected," this is the first time Google (Google) and fashion industry executives introduced "wearable technology" experience.

Recently, IvanPoupyrev, who led Google's most mysterious department, AdvancedTechnology and Projects (ATAP), explained: "when we first started talking with various brands and enterprises, we only get rejected, technology is considered to be something of a stranger.

We have to narrow the gap and reduce doubts.

Fabric is the only way. "

Conscious of the future wearable technology of fashion products will be more inclined to intelligent textiles rather than intelligent devices - such as Google's Google Glass smart glasses or Apple's (Apple) AppleWatch smart watches, promoted the Silicon Valley giant Google advanced technology and project department launched the "jacquard plan" (ProjectJacquard).

Google said, "jacquard fabrics can weave any kind of textiles with touch technology and interactive gestures through standard industrial looms.

Everyday objects such as clothes and furniture can be pformed into interactive surfaces. "

A consumer product product launched by the plan is a truck driver jacket developed with Levi s, which will enter the store in September 2017 after months of delay.

In 2017, the South Southwest InteractiveFestival was held in Dirk Sass Austin, USA, and Poupyrev and Levi s global product innovation chief PaulDillinger, or the machine washable denim jacket priced at $350, opened or will be extended in a few months.

Wearers can control their mobile phone devices through a piece of fabric on the left hand cuff.

Google and Levi 's called "JacquardTag" insert sleeves and connect them with mobile devices.

Wearers can receive important calls and other alerts through interactive tactile screens and LED lights, and issue commands such as stopping songs, checking weather forecasts, planning trips and so on.

"What I want to do is that people can sit down and have a good meal without having to look at their cell phones forever," Dillinger said. "There are abundant input and output of instructions."

But that's enough to make this Levi s commuter truck jacket with the Google Jacquard Technology (English name "Levi" s Commuter Trucker Jacketwith Jacquard? byGoogle) really popular among consumers? BoF talks with Poupyrev, face to face, recombing product evolution, and measuring market potential.

Reporter: why would Google want to develop "jacquard" products?

IvanPoupyrev: there are many reasons.

One of them is that we are very interested in wearable devices.

Wearable devices have always been out of fashion.

But on the same loom, you can now create millions of shapes, colors and patterns, and bridge the gap between technology and aesthetics.

When we think about "smart clothes", we think that technology can be turned into technology.

The most difficult part is to solve the original problems.

For fashion and clothing products, people usually think of appearance and touch, but in fact, the story behind clothing and originality make it fashionable.

The important thing is not just beautiful fabrics or colors, but the whole creative process.

This is how people understand fashion design.

Google is not a clothing company. We basically have no such DNA.

The starting point of engineers' thinking is function, and the thinking of artists is indeed holistic.

I took the jacquard project to Levi 's, to Paul and her creative team, and suddenly it turned out to be a real thing for them.

They begin to understand that wearability may also be part of clothing itself, rather than something strange or exotic.

That way.

Reporter: Paul, why is Levi 's attracted by Google's proposal?

PaulDillinger: this loom is producing cowboy fabrics for us before we start this project. We will still use this loom in the future.

One of the ingredients of this technology is that Google is working very hard to promote engineering design so that it can work in the existing supply chain.

This supply chain is not a newly invented supply chain.

Everything can be used for some purpose, but nothing can be used for all purposes.

But if everything in your life can be done very important, we see the potential here.

This dress has concretely pformed the idea that we are excited by this idea: suddenly, a garment has more functions than before.

It's important to have a concept that makes people feel attractive and enjoyable.

Reporter: although it hasn't started selling yet, this project has been talked about for 3 years in the media and other spaces. Why can't people buy it?

Here we want to talk about the essence of this dress.

No speech, article or discussion can be truly understood. You find your coat, which was completely unresponsive in the past, was suddenly activated and smiled.

When your coat is slightly vibrating, open a dialogue with you, remind you to look at the sleeve, that light will remind you of those you love.

You love them, so you will allow the coat to show you the information they sent you when you drive home.

Or maybe the first time you slip on your coat, your favorite song begins to play.

This is the joy that can only be acquired through experience.

So it is important for us to create this experience.

First you will see the magic of fingers sliding, and then you can try on your size.

This is not a concept. It is an object in the process of garment production.

We need people to feel, feel, and understand the clothes that are coming on sale this autumn, and the price of clothes will not be very high.

Poupyrev: for us, what we have done before is that this deep exploration will become the concept of software platform for clothing itself.

I personally support wearable devices, but these devices only have a single function.

The problem that will soon arise is the split of the two.

Our jacket, this layer of clothing is superimposed on the layer of software.

The idea is that the more you think about clothes, the more you realize that clothes are meaningful.

You have to make all the functions reconfigured and flexible.

Clothes are your friends in your life.

It will take a year to make it clear.

You need a brand new language to tell this vision.

This vision will also become reality in September of this year.

Dillinger: I also believe that our potential for understanding and the value of our goals will continue to evolve.

Levi 's has achieved sustained development in establishing relevance, but has always been proud of the costumes that can create lasting value.

People's participation is periodic, for a reason. We really like the trend, but this jacket has the potential to give people a new look at the new kinds of clothing that will come up in the future.

For us, this can satisfy people's demand for seasonal change, but at the same time, it can be realized in a form of reconfiguration of digital value instead of completely changing objects.

There may also be a concept of emotional persistence.

Let's imagine other ways to deal with the challenges of sustainable development.

Although the truck driver jacket is an enduring style, we will continue to do different iterative versions.

Maybe this jacket has just started for people to ride on bicycles, but it is also convenient to configure them for music festivals or evening entertainment. This goes beyond the potential uses of any other clothing.

You can build a real resonance and friendship with consumers in a really fresh way.

For more information, please pay attention to the world clothing shoes and hats net report.