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bethgranter

psygnisfive comments on Wearables have a dirty little secret: 50% of users lose interest - 0 views

www.reddit.com/...cffrg92

wearabletech clothing tech wearable wearables smart

shared by bethgranter on 16 Jun 14 - No Cached
  • bethgranter on 16 Jun 14
     
    "Quantified self gadgets will vanish, replaced by smart phone apps and smart clothing"
bethgranter

Environmental Impacts of Mass Customization - 0 views

cp.media.mit.edu/...-impacts-of-mass-customization

environmental impacts customization mass custom clothes design CO2 environment sustainability production trendsbriefing

shared by bethgranter on 23 Oct 12 - No Cached
  • Project Brief We argue that mass customization strategies generate more sustainable products at lower cost and increased value. This claim is founded on research conducted on the product life-cycles of mass customized products vs. mass produced products. One key finding of the initial research reveals that the most significant source of potential energy savings comes from the customer experience processes – product acquisition, product use, and consumer decision-making.  This research shows that mass customization practices often out-perform mass production practices and lead to dramatic energy and material savings, which was revealed in our case study of men's dress shirts.
Antony Mayfield

Nike's new marketing mojo - Fortune Management - 0 views

management.fortune.cnn.com/...nike-digital-marketing

nike case_study marketing digital social_media

shared by Antony Mayfield on 14 Jun 12 - No Cached
  • Once upon a time, the hush-hush plans and special-access security clearance would have been about some cutting-edge sneaker technology: the discovery of a new kind of foam-blown polyurethane, say, or some other breakthrough in cushioning science. But the employees in this lab aren't making shoes or clothes. They're quietly engineering a revolution in marketing.
  • Nike Digital Sport, a new division the company launched in 2010.
  • On one level, it aims to develop devices and technologies that allow users to track their personal statistics in any sport in which they participate. Its best-known product is the Nike+ running sensor, the blockbuster performance-tracking tool developed with Apple (AAPL). Some 5 million runners now log on to Nike (NKE) to check their performance. Last month Digital Sport released its first major follow-up product, a wristband that tracks energy output called the FuelBand.
  • ...9 more annotations...
  • But Digital Sport is not just about creating must-have sports gadgets. Getting so close to its consumers' data holds exceptional promise for one of the world's greatest marketers: It means it can follow them, build an online community for them, and forge a tighter relationship with them than ever before.
  • Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion last year. "There's barely any media advertising these days for Nike," says Brian Collins, a brand consultant and longtime Madison Avenue creative executive.
  • n 2000, Wieden handled all of Nike's estimated $350 million in U.S. billings. Now those campaigns are increasingly split between Wieden and a host of other agencies that specialize in social media and new technologies.
  • Gone is the reliance on top-down campaigns celebrating a single hit -- whether a star like Tiger Woods, a signature shoe like the Air Force 1, or send-ups like Bo Jackson's 'Bo Knows' commercials from the late '80s that sold the entire brand in one fell Swoosh. In their place is a whole new repertoire of interactive elements that let Nike communicate directly with its consumers, whether it's a performance-tracking wristband, a 30-story billboard in Johannesburg that posts fan headlines from Twitter, or a major commercial shot by an Oscar-nominated director that makes its debut not on primetime television but on Facebook.
  • It spent nearly $800 million on 'nontraditional' advertising in 2010, according to Advertising Age estimates, a greater percentage of its U.S. advertising budget than any other top 100 U.S. advertiser. (And Nike's latest filings indicate that that figure will grow in 2011.)
  • Two years ago a group including Stefan Olander, 44, a longtime marketing executive (and Matthew McConaughey look-alike) formally pitched Parker on the idea for Digital Sport, a cross-category division that would take the Nike+ idea -- chip-enabled customer loyalty -- into other sports. Up and running a month later, the Digital Sport division now works across all of Nike's major sports.
  • The reason for the shift is simple: Nike is going where its customer is.
  • But as the marketing mix becomes less about hero worship and more about consumer-driven conversation, they say, Nike is insulating itself from an era of athlete endorsements gone wrong. "Everybody's realized there's not the same one-to-one relationship as in the past: When Jordan's hot, his shoes are hot," says a former Nike executive. "I don't know if hero worship is the same as it used to be."
  • That's not to say everything has been a slam dunk. Nike shut down its Joga network after the last World Cup game in 2006, confusing the million-plus members who'd signed up for it. Its Ballers Network, meanwhile -- launched in 2008 as an app that let basketball players organize street games -- recently had less than 300 users in the U.S.; a recent wall post was a teenager complaining he couldn't get it to work. And critics say products like the FuelBand and Nike+, while dazzling, are more about keeping Nike's retail prices high than innovating.
  • Antony Mayfield on 14 Jun 12
     
    Comprehensive study of Nike's digital and social media marketing revolution.
bethgranter

Wearable Technology Market - Business Insider - 0 views

www.businessinsider.com/rable-technology-market-2013-5

wearabletech tech clothing wearable wearables smart

shared by bethgranter on 16 Jun 14 - No Cached
  • bethgranter on 16 Jun 14
     
    "There are more than 250 million installed mobile operating systems that can support wearable technology.  An iWatch could generate $10 billion a year in revenue with an EPS of $3.30. There are currently only nine smartwatches available today. Watches are a $56 billion market. Regarding retail impact, Nike, Adidas, and Under Armour have best leveraged wearables to enhance the fitness experience and efficacy of their products. The health and fitness market is about $2- to $3 billion. By 2020, batteries are expected to be 2.2x more powerful."
bethgranter

Personalising Our Passions: The Future of Wearable Tech | Synergy Sponsorship: leading ... - 0 views

www.synergy-sponsorship.com/...ns-the-future-of-wearable-tech

wearabletech tech clothing wearable wearables smart

shared by bethgranter on 16 Jun 14 - No Cached
  • bethgranter on 16 Jun 14
     
    "Business Insider believes that the wearable tech market is expected to reach $7 billion in value by 2015,"
bethgranter

Future Of Wearable Technology - Business Insider - 0 views

www.businessinsider.com/-of-wearable-technology-2013-5

wearabletech tech clothing wearable wearables smart

shared by bethgranter on 16 Jun 14 - No Cached
  • bethgranter on 16 Jun 14
     
    "recently explored"
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