The management of innovations applied for intelligent garments.

Fufezan, Monica ; Pelau, Corina ; Dinca, Violeta 等

1. INTRODUCTION

The development of new technological innovations has changed the way of living of the consumers and their behaviour on the markets. It has changed in a positive way our living standards, by making it easier to do certain things, to communicate and the list can go on. Nowadays, in comparison to 15-20 years ago, it is very difficult to imagine to work without the internet, without mobile phones or without other electronic devices. Very interesting innovations are the intelligent garments. These smart clothes, which are presented in this article, take over many of the functions of other devices. Although these clothes might seem as science fiction, their importance increases in the field of sports and medicine (Mattila, 2006). Taking in consideration the rapid developments of the technique, they might become the clothes of the future.

Both in literature and in practice several such intelligent garments are presented and analyzed. Although, in order to make these clothes the garments of the future, it is not enough just to develop these intelligent garments, but also to make the consumers buy them. Based on some discussions with managers from the garment industry, in this article, there are presented the results of a research regarding the management elements which have to be taken in consideration when trying to market these products. For the future, it is important to analyze the opinion of the consumers regarding these intelligent garments. It is important to find out, if the consumers are willing to wear such clothes and what is their opinion regarding their new functions. Only by the acceptance of the consumer, the intelligent garment will become the clothes of the future.

2. INNOVATIONS IN THE FIELD OF INTELLIGENT GARMENTS

Until now, the main function of clothing was to protect the human body from the actions of the environment as for instance cold, rain, heat and UV-rays and to assure a proper microclimate for the person who wears it. Besides this, cloths have a social function, by offering certain information about the person who wears it and to create an image to this person. In this sense the brands play an important role (Oros, 1998).

In the last decades, new innovations have been developed, which lead to the creation of "smart textiles". So the classic functions of the cloths have been extended by new modern functions. An overview on the innovations and new technologies indicate the main areas of the smart textiles. These categories are: fashion, sports, healthcare and work wear.

In the field of fashion, there are invented new materials, which are more comfortable at wearing. The new fashion uses active textiles which mean cloths that provide comfort, care, protection and freshness for the skin. The principle of these active textiles is to build active ingredients into the materials of clothing, so that during the natural movement of the body, the skin is permanently freshened and revitalized. One of the most interesting innovation is the bionic climate membrane, which reacts on changing temperatures and weather conditions (Schoeller, 2009). The way this material works, can be seen in fig. 1.

Another innovation in the field of fashion is the way in which consumer will get the information about the product. For more information about the maintenance of the product, the consumers will not read anymore the information from the traditional care label, but from an electronic chip, which will be read with the help of electronic devices such as the mobile phone. This also makes the work for the store personnel easier, for information can be gathered much easier (Batista, 2003).

In the field of sports, there are many innovations which sustain and help to achieve outstanding performances. One of the most expressive examples are the intelligent sportswear, worn by many athletes at the Olympic Games and other sport events and competitions. It is well known the example of Ian Thorpe, who has won many gold medals in swimming, by wearing the Adidas "full body suit". Thorpe's intelligent bathing suit was supported by a technology which developed and copied the movement and textures of sharks' and aircraft's "skins" (Evan-Jones, 2000).

The most useful innovations, with the largest target group of users are in the field of healthcare. So the intelligent garments have sensors which can measure the temperature of the human body, the blood pressure or even the amount of burned calories, while moving. The Vital Jacket, which can be observed in fig. 2 (left), is an intelligent wearable garment which monitors the electrocardiogram (ECG) wave and Heart Rate of the wearer. According to Uebergizmo this products offers many facilities by "being a wearable vital signs monitoring system, consists of a amalgamation of textiles with microelectronics and offering a greater degree of freedom and movement to a patient without being tied down to a bed by a jungle of wires" (Uebergizmo, 2008).

[FIGURE 1 OMITTED]

[FIGURE 2 OMITTED]

The information gathered by the vital jacket are stored on a SD memory card and send to be analyzed to a computer through Bluetooth, which allows a real time visualization. This product has been developed not only for medical use, but also for the field of high performance sports and for fitness programs (Uebergizmo, 2008).

Another field of application for intelligent garments is the area of work wear. For the people who work in low temperature climate, there have been invented garments with incorporated heating zones. The heat is spread directly to the skin and microprocessor allows the controlling of the heat output.

The navigation jacket is another example of intelligent garment, which can be used during work. This jacket has incorporated a mobile phone pocket, a navigation system and a key pad, as it can be seen in fig. 2 (right) (O'Neill, 2009).

Other types of intelligent garments contain on their surface solar cells (Ecofriend, 2007) which can transform the solar energy into electricity which can be used to charge the mobile phone or even a laptop. Another interesting feature of the intelligent garment is the automatic transformation of the garment depending on the weather conditions. So for instance if the temperature increases the zipper opens or if the temperature decreases the zipper closes.

3. MANAGEMENT OF INTELLIGENT GARMENTS

One of the most important elements for the success and performance of technological changes is their acceptance on the markets. The customers have to accept the innovation and recognize its potential to fulfil their needs. This is an essential condition for the economic success of an innovation, because only if the customers knows the product and accepts it then they will buy them (Pelau, 2009). So the management of the company has not only to concentrate on the research and development of the product, but also on the information of customers and selling of intelligent garments on the markets.

One of the first things which a garment company has to do is to inform the customers about the new products and their functions. In order to achieve the acceptance of the customer, they have to know some information about the intelligent garments and the improvements they can bring in their life. Actually having positive information about the intelligent cloths is the premise for the acceptance of it and consequently for its economic success, because the consumers buy only those things, which they know. So the company has to start several campaigns in order to promote the intelligent garments.

Another important element for the success of intelligent garments is its easy or simple way of using it. Sometimes because of the difficulty of use, some innovations are not successful. Conformity analyzes in how far the innovation can be used together with other products. If there is no conformity, the risk exists that the consumers prefer their old products and the routine of using them.

An essential element for the success of the intelligent garments is the relation between utility and price. One of the most important factors in the buying decision of the customers is the price (Foscht & Swoboda, 2004). For this reason companies have on one hand to adjust the price according to the expectations of the customers, and on the other hand they have to take care to cover the costs of the product. An innovation which is to expensive won't be bought by the consumers. In order to impose the higher prices of the intelligent garment, it is important to show the consumer the extra-utility they provide and the facilities the consumer has from this. In order to obtain the willingness of the consumer to buy the new product it is important to determine how much extra utility they get for a certain price (Pelau & Pop, 2007). Consequently, another important aspect for the success of a technological change is the analysis of costs. Even if a product fulfills all expectations of a customer, if the product is to expensive than the consumers will not buy it. That is why, it is important that the costs of the research and development of the new technology should not exceed the allowable costs.

4. CONCLUSIONS

The development of intelligent garments has an increased contribution to the welfare of the consumers. They take over many of the functions of other devices such as heating, navigation and others. Although, in order to make this kind of cloths the garments of the future, it is not enough just to develop them, but also to find a strategy to sell them and to make the consumers wear them. So the companies, which offer such products, have to offer innovative garments at accepted prices on the markets. The main elements which have to be taken in consideration are those regarding the acceptance of the customers and their willingness to buy these products.

5. REFERENCES

Batista, E (2003): What Your Clothes Say About You, Available from: http://www.wired.com/gadgets/wireless/ news/2003/03/58006, Accessed: 2009-07-12

Ecofriend (coord.) (2007): Wearable solar garments--The next big thing in fashion, Available from: http://www.ecofriend.org/entry/ wearable-solar-garments-the-next-big-thing-in-fashion/, Accessed: 2009-07-12

Evan-Jones, M. (2000): Intelligent garments: The truth is out there, Available from: http://gbcode.hktdc.com/b5/ info.hktdc.com /imn/00100116/imn184-feature6.htm, Accessed: 2009-04-24

Foscht, T.; Swoboda, B. (2004): Kauferverhalten: Grundlagen --Perspektiven--Anwendungen (Buyer Behavior: Basics-- Perspectives--Applications), Gabler, ISBN: 978-3409225595, Wiesbaden

Mattila, H. (2006): Intelligent textiles and clothing, Woodhead Publishing, ISBN: 978-1845690052 Cambridge

O'Neill (coord.) (2009): NavJacket, Available from: http://www.oneilleurope.com/navjacket/, Accessed: 2009-04-25

Oros, C. (1998): Pagini din istoria costumului (Pages from the History of the Suit), ed. Dacia, Cluj-Napoca

Pelau, C. (2009): Marketing-controlling--Masurarea performantei in marketing (Marketing-Controlling--Performance Measurement in Marketing), Editura

Economica, ISBN: 978-973-709-429-2, Bucuresti Pelau, C.; Pop, N. Al. (2007): Target Costing--Customer oriented price determination, in: Revista de Management si Inginerie Economical, vol. 6, nr. 6, 2007, special edition for the International Conference ,,usiness Excellence", Brasov, October 2007, pg. 125-130

Schoeller (coord.) (2009): C-Change--A Schoeller Technology, Available from: http://www.c-change.ch /index.php?id=10, Accessed: 2009-04-25

Ubergizmo (coord.) (2008): Vital Jacket Wearable Intelligent Garment, Available from: http://www.ubergizmo.com/15/ archives/2008/04/vital_jacket_wearable_intelligent _garment.html Accessed: 2009-04-24