Don't make a fuss about fashion, "wearable"?

I heard that wearable devices are entering the fashion field. Is that ridiculous Google glasses leading the trend? Is the spring of the glasses sister coming?

Mat Honan published an article at the end of 2013 called "A Year After I Wear Google Glasses." The senior author of "Connected" magazine has not done much ridiculous things this year. For example, he wants to wear Google glasses to see his wife give birth to a child - as he should, he was rejected. The wife’s argument is that this will distract her from production. But I am very suspicious that he wants to record the whole process of childbirth or to call big data to help his wife give birth? In addition, does he have a lot of data for women to have children?

The other experience in that article is not good enough: "I can't wear it to eat, because it's as rude as eating a mobile phone, and can't wear it to the bar, go to the movies, not even Go to the playground and the kids school, because it sometimes scares the children.” A Victorian-style four-character comic book that The Wall Street Journal has boarded: There are always scenes that are not suitable for Google Glass. One of the aristocratic youths said: "Okay, glasses, the first hug." I hope he didn't scare the young women.

The trend represented by this glasses is coming. Now on the famous crowdfunding website, you will see that the wearable products project is surging, everyone is ambitious and believes that they want to change the world. Pebble smart watches attracted nearly 69,000 people to invest, raising a total of nearly 10.27 million US dollars, a wireless smart headset called The Dash can also get 3.14 million US dollars.

This is a future world, everyone is eager to invest money in a smart watch with voice gesture control (Kreyos), or an augmented reality glasses (CastAR), the fundraising task completion rate of these products are 263% to 10266% Wait - see the founder himself did not expect to take so much money.

Andrea Guerra, CEO of LuxotTIca, said in an email interview with the author: "We believe that we will put technology on the body in the future, instead of carrying those technical products. The era of technology alone has passed, and the cooperation between optical companies and technology companies is The inevitability of history. The cooperation between avant-garde design and high technology will inevitably produce products with the best style, quality and performance."

A Google post wrote: "Maybe you can't see Google glasses on your favorite Ray-Ban and Oakley tomorrow, but today Google's collaboration with LuxotTIca ​​will open a new chapter in eyewear design."

It is really exciting! The premise is that you have not seen their products. Of course, there is nothing to see the products, you can treat them as self-entertainment of the technical otaku. But since they took the name "wearable", geeks are no longer willing to go to Silicon Valley, they are going to enter the "wearable" fortress - fashion!

The world of Fashion has been changed for a long time. So you will see the positive reaction of the fashion industry: Who has no dream of "Do you want to be a tailor for a lifetime, or to change the world?" In September 2013, Nina Garcia, the creative director of Marie Claire and the creative director of Marie Claire, wore Google Glass when attending New York Fashion Week. Then, Google Glass was on the cover of Vogue. At the end of March, Google officially announced its cooperation with the LuxotTIca ​​Group - hopes to get the assistance of LuxotTIca ​​in the design and production of frames. This is a company with Ray-Ban and Oakley!

Several luxury companies that have announced cooperation have a sense of pride that has been chosen by the times. As early as the beginning of the year at CES, Barneys New York boutiques announced a partnership with Intel, Barneys COO Daniella Vitale said, "The success of wearable technology as a concept is very easy, and this is one of many opportunities. We The customer wants to have a more perfect design.” Tory Burch also took the initiative to design a series of accessories for the smart tracker Fitbit.

A few days ago, Google came up with a set of Android devices called Andriod Wear, and companies like LG and Motorola followed up, responsible for hardware design and manufacturing - they looked a little humble, and the rest was handed over to fashion. boundary. Fossil decisively attacked and soon proudly announced that he has become a Google collaborator.

But, slow, what exactly are these devices doing?

1. Big data. “A wearable product is actually equivalent to the data produced by the product. For example, Nike sells a pair of shoes, they have a Nike+ sensor on the shoe, and the data flows to the website. Then Nike knows you are wearing this. What is the frequency of the pair of shoes, how many shoes do you wear, whether you like the brand, etc." This sentence is said by John Angus, chief technology officer of Rackspace, cloud computing center. He said that big data is mainly used. To analyze consumers. “We see it as consumer technology. If you can create a useful experience and communicate it to the business, then the company will use it because it helps them.”

2. Exercise. Fitbit and Jawbone, which simply record motion data, are out. The latest Moov claims to capture the various movements of the arms and footsteps, and compare it to the ideal motion model (that is, the motion data collected from professional athletes) to guide you. motion. However, after knowing that "Nike+Fuelband and Fitbit can really motivate people who don't like sports," you will find that the following posts are a series of "can't", "can't", "can't". Is there really someone who falls in love with sports because they are invisible?

3. Ah? Is there 3?

The promotional function attribute is actually the last wave of marketing strategy. This year's MWC's Best Mobile Device Award winner Samsung's Gear Fit smart bracelet consists of a curved screen and a replaceable fashion strap that can only be used for health monitoring. However, it emphasizes its beautiful appearance (they finally say fashion sense.) In view of the fact that most of the products launched by the company are similar: you know, watch glasses bracelets ... everyone wants to emphasize the charm of their products. They prefer adjectives: cool, design, minimalism, fashion, fashion... especially when standing with a real fashion company, everything looks more credible.

At this time, you must have a killer in the fashion world. When you hear these beautiful words, you must follow the snobbery of fashion practitioners, followed by the following sentence: Who said?

If this advocate is standing opposite you, look at the other person coldly.

At the beginning of the year at CES, Steve Johns, designer of smart watch Pebble Steel, said: “More wearable manufacturers will consider design.” This sounds familiar to everyone, every time a geek geek screams something, then wants to push In the market, they all talked about "design."

Pebble sold 400,000 units from last year to the present. It is said that the first generation of cheap images has finally been improved by the second generation designed by Steve Johns. It now has a classic dial design, all-steel casing and optional stainless steel, leather. Two straps - it has finally evolved to be more like a watch! (Say good to change the world?) Sony's newly launched wearable product - the smart bracelet Core can be removed and installed on other accessories such as necklaces and rings. Liu Chuanli, chief technology officer of Sony Greater China, compared this device to a hundred matching accessories. "For fashion women, wearing a special color evening dress to go to Party, wearing a bracelet color may not be used, but you can put Sony The core of the smart bracelet is taken out and embedded in the necklace, so that it is set up." Liu Chuanli said to the author that the move is to "grab the mainstream market."

Are you talking about fashion? really?

In explaining the excitement of the fashion industry, Andrea Guerra mentioned “increasing industry boundaries” and “destructive innovations”, and Luxottica began working with Google on cooperation 10 months ago.

In fact, in October 2013, Oakley has launched its own smart ski glasses Airwave, which does not seem to be as "geek" as Google Glass, mainly to let athletes know the movement data of themselves and others while skiing. You can also know the caller information and SMS. But the word "wearable" is so fierce, and Andrea Guerra would rather look forward to the bright future of cooperation.

Not to mention Apple, they are always a trend maker. In the past two years, they have also invited some fashion people - such as Angela Ahrendts, former CEO of Burberry Group, and Paul Deneve, former CEO of YSL, but it is important to note that you Remember that now the decision maker is the old otaku who likes to meditate, Tim Cook, not the Jobs in the video, then you have to reassess what this represents.

Of course, in this rushing trend to change the world, there are still some calm people. Fitlan's product marketing manager Melanie Chase responded to the author in the email. "Fitbit's current collaboration with Tory Burch is symbolic. When we designed Fitbit Flex, we wanted to find a partner to design the accessories. Tory Burch I took the initiative to find us and put forward the concept of cooperation. We accepted it naturally."

There is a product called Misfit Shine that looks a bit lower. Shine has no display, but laser etches many small holes in the outer ring of the product to turn into 12 small lights, and determines the number of lights that are lit according to the degree to which the user completes the task. If all is done, it will all light up; if it is half done, only half a circle will flash, urging the user to continue exercising. At the same time, the user can read the time according to the order and position of the small lights. This has nothing to do with fashion, this metal wafer looks no intrusive for all kinds of collocations.

Mladen Barbaric, its design firm and CEO of Pearl Studios, said, "The products we want to design are the ones that people are willing to wear even if they don't do anything." Of the 26 people in Pearl Studios, only one is Women, this makes them often need to consult their own other half to determine whether the product can be accepted by female consumers. Sometimes, when their wife or girlfriend is dull on the product, they even need to completely reinvent the product concept, which wastes a lot of time.

“I hope there are more women in this industry, but the truth is, when I was a graduate student, the class was a woman,” Mladen said. He feels that one of the reasons why there is no truly popular wearable product so far is that "you need to throw away all the product design knowledge you have learned and start over, and it takes time."

We can't say that there is any counter-attack, we won't say that the fashion world is the one who masters the rules of the fashion and fashion world, but we can consider the user--you know to sell an oxford bag for tens of thousands. The money proves that the control of the user in the fashion industry is not a general level. Perhaps those who are cold and snobbish in the fashion industry will ask some very insightful questions:

1. Do you know what women are thinking? A fashionable woman, what do she or she are thinking about? It seems that no one is pondering this matter. Men, or big boys, are thinking about their toys. Now let us put this toy on us.

2. What do you want to sell? Want women to show skill, geeks, big brains and big clouds, what are you thinking about? Is this to let everyone know that the three characters of "female man" are behind me?

3. There are also those who are not reliable, such as looking at the measurements at a glance, you can show some embarrassing content through your heartbeat, this is the men's YY upgrade version? I can guarantee that we don't want to know the size of a man. We can let you perceive our heartbeat, but please don't use the instrument, and the Beta version of your iteration can really tell us what kind of heartbeat is accelerating?

4. Men export values ​​and aesthetics to women. From men to women. Is there a precedent for this? In addition to pants, or jeans. It is a confession that men do have a strong voice. The top designers are many men (you don't think so), they know women better than women.

Ok, you have to break into fashion. We just want to say, what is fashion that is not wearable?

Said back to the glasses, ridiculously dead, Qian Zhongshu cited a Western proverb in "The Besieged City", men will not flirt with a woman wearing glasses ... not to mention Google glasses.

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