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美就是生產(chǎn)力:可穿戴設(shè)備披上時(shí)尚外衣

美就是生產(chǎn)力:可穿戴設(shè)備披上時(shí)尚外衣

Alev Aktar 2014年12月22日
越來越多的可穿戴設(shè)備公司紛紛與托里?伯奇等時(shí)尚品牌展開合作,為高科技產(chǎn)品披上令人傾心的時(shí)尚外衣。

????圖注:瑞貝卡?明可弗(Rebecca Minkoff)為手機(jī)配件廠商Case-Mate制作的手鏈,可以連接USB數(shù)據(jù)線來同步移動設(shè)備或給它充電。

????本文是《財(cái)富》與《創(chuàng)業(yè)者》雜志的合作內(nèi)容。原文最初發(fā)表于Entrepreneur.com網(wǎng)站。

????如果可穿戴技術(shù)要充分發(fā)揮它的潛力,它就得開始在外表上下工夫。這就是為何越來越多精明的科技公司開始與遠(yuǎn)見十足的時(shí)尚品牌合作,而初創(chuàng)科技公司也開始將設(shè)計(jì)放在首位。

????英特爾新設(shè)備集團(tuán)的副總裁兼總經(jīng)理愛莎?艾德尼茲表示:“可穿戴技術(shù)可能是我們見過的最個(gè)性化的技術(shù)?!痹摷瘓F(tuán)已經(jīng)與時(shí)尚零售商Opening Ceremony共同開發(fā)了智能手鐲,還將在新項(xiàng)目上與配飾產(chǎn)品巨頭Fossil展開合作?!罢蛉绱耍覀冋J(rèn)為時(shí)尚和設(shè)計(jì)行業(yè)也應(yīng)當(dāng)在這個(gè)領(lǐng)域占據(jù)主導(dǎo)地位?!?/p>

????位于倫敦的初創(chuàng)公司Kovert Designs趕在這個(gè)圣誕節(jié)來臨前,推出了時(shí)髦的智能首飾。公司創(chuàng)始人兼首席執(zhí)行官凱特?昂斯沃斯表示:“硅谷的公司有個(gè)誤解,認(rèn)為只要產(chǎn)品的技術(shù)性能足夠好,無論它外觀什么樣,消費(fèi)者都會買賬的。但你在香榭麗舍大街見過智能手表嗎?”

????昂斯沃斯暗指早期的可穿戴設(shè)備缺乏美感:笨重、方正、粗獷、塑料質(zhì)感。那些注重形象的消費(fèi)者,不太可能讓它們在自己的手腕上占據(jù)一席之地。

????確實(shí),對科技配飾來說,外表和內(nèi)在一樣重要。NPD 集團(tuán)執(zhí)行董事,消費(fèi)技術(shù)行業(yè)分析師本?阿諾德指出:“我們對可穿戴設(shè)備做了一些研究,在那些有興趣購買智能手表的顧客中,有51%表示,如果產(chǎn)品與他們的個(gè)人風(fēng)格不搭,他們絕不會考慮購買。”這家市場研究公司的報(bào)告顯示,截至今年8月,健康追蹤器和智能手表的銷售額已經(jīng)達(dá)到5.7億美元,考慮到蘋果手表的加入,該公司預(yù)計(jì)這個(gè)市場明年的銷售額還將提高一倍以上。

????為了美化這類極客裝備,設(shè)計(jì)師們使用了高級材料,并從大小、外型和質(zhì)感上對配件進(jìn)行了改良。就以O(shè)pening Ceremony和英特爾合作打造的MICA手鐲為例。這款精致的手鐲在1.6英寸的藍(lán)寶石曲面觸摸屏上提供了通訊和提醒功能。在今年9月的紐約時(shí)裝周上,Opening Ceremony的創(chuàng)始人卡羅爾?利姆和漢貝托?利昂以獨(dú)幕劇的形式,公布了該款飾有半寶石和水蛇皮的手鐲的兩種樣式。據(jù)報(bào)道,Opening Ceremony門店和巴尼斯紐約精品店的MICA在假日季的售價(jià)會低于1,000美元。

????在另一項(xiàng)合作中,位于紐約市中心的時(shí)尚設(shè)計(jì)公司瑞貝卡?明可弗與Case-Mate攜手開發(fā)了智能首飾、充電裝置和手機(jī)套。在這個(gè)節(jié)日季,這些產(chǎn)品在諾德斯特龍百貨店和該公司官網(wǎng)和門店有售。其中一款售價(jià)120美元的金鏈環(huán)手鐲帶有金字塔狀的裝飾,如有電話和短信進(jìn)入,手鐲就會通知佩戴者。而且它設(shè)計(jì)精美,即使放在《時(shí)尚》雜志的版面上也不會讓人感到奇怪。

????時(shí)尚品牌托里?伯奇也為Fitbit Flex的運(yùn)動和睡眠追蹤器設(shè)計(jì)了手鐲,上面印有伯奇的趣味簽名。該公司還為Fitbit用戶設(shè)計(jì)了一套帶有回紋黃銅裝飾的手鐲和項(xiàng)鏈。

????Kovert和位于紐約的初創(chuàng)公司Ringly都推出了配置通知系統(tǒng)的夸張首飾。Kovert創(chuàng)始人昂斯沃斯出門時(shí),會把戒指設(shè)置為震動。她解釋說:“這讓我可以在用餐時(shí)忽略手機(jī),專心與同伴進(jìn)行真正面對面的交談。”

????Kovert的戒指、手鐲和項(xiàng)鏈有鍍銀、鍍金和玫瑰金的不同版本,首飾中含有1英寸大小的防水智能陶瓷用于通訊。這個(gè)部分還能夠自由更換。該系列產(chǎn)品定價(jià)在290至360英鎊之間,可以在KovertDesigns.com和奢侈品購物網(wǎng)站Net-A-Porter買到。

????Ringly的創(chuàng)始人是eBay資深員工克里斯蒂娜?梅爾肯多。在她找不到手機(jī)的事情被傳為笑柄后,她創(chuàng)立了這家公司。Ringly的18克拉鍍金雞尾酒戒指鑲有貴重寶石和半寶石,內(nèi)含通信技術(shù)包。擔(dān)任Ringly首席執(zhí)行官的梅爾肯多表示:“我們第一批1,000枚戒指在24小時(shí)內(nèi)就已售罄,讓我們成為迄今為止通過眾籌建立的最成功的女性可穿戴設(shè)備公司?!?/p>

????至于由知名設(shè)計(jì)師設(shè)計(jì)的智能服裝,目前在很大程度上仍處于起步階段。拉夫?勞倫以生物傳感襯衫Polo Tech率先邁入該領(lǐng)域,該襯衫于今年春天在美國網(wǎng)球公開賽上進(jìn)行了試驗(yàn)。襯衫中裝有壓縮的陀螺儀,能夠記錄心率和燃燒的卡路里,并通過藍(lán)牙傳輸?shù)绞謾C(jī)應(yīng)用上,該技術(shù)是由加拿大廠商OMsignal利用專利技術(shù)開發(fā)的。

????這類產(chǎn)品將發(fā)展到什么程度,目前還不好斷言,但可以肯定的是,它們將極富吸引力。畢竟,拉夫?勞倫懂得,美就是生產(chǎn)力。(財(cái)富中文網(wǎng))

????譯者:嚴(yán)匡正

????This post is in partnership with Entrepreneur. The article below was originally published at Entrepreneur.com.

????If wearable tech is to live up to its potential, it needs to start looking better. That’s why a growing number of savvy tech companies are collaborating with forward-looking fashion houses, and startups are focusing on design first.

????“Wearables are arguably the most personal technology we’ve seen,” says AyseIldeniz, vice president and general manager of Intel’s New Devices Group, which partnered with hip retailer Opening Ceremony on smart bracelets, and with accessories giant Fossil for an upcoming project. “As such, we believe the fashion and design industry should be in the driver’s seat.”

????“Silicon Valley has this misconception that if the technical feature is well-built enough, consumers will lap it up, no matter what it looks like. This is not the case,” adds Kate Unsworth, founder and CEO of Kovert Designs, a London-based startup that’s launching sleek, smart jewelry in time for the holidays. “Ever seen a smartwatch on the Champs-élysées?”

????Unsworth is alluding to the aesthetic shortcomings of early wearable gadgets: Bulky, squared off, masculine and plastic-y, they were not likely to find valuable wrist real estate (or face real estate, in the case of Google Glass) among image-conscious consumers.

????Indeed, when it comes to techcessories, beauty is as important as brains. “We did some studies on wearables, and 51 percent of consumers who are interested in buying a smartwatch said they won’t even consider it unless it fits in with their personal style,” notes Ben Arnold, executive director and industry analyst for consumer technology at The NPD Group. The market research firm reports that sales of fitness trackers and smartwatches hit $570 million in the year to August and projects the market to more than double next year, due in part to the entry of Apple Watch.

????To glamorize geek wear, designers are using upscale materials and refining the size, shape and feel of their gadgets. Take Opening Ceremony and Intel’s MICA (My Intelligent Communication Accessory), an elegant bracelet that displays communications and alerts on its 1.6-inch curved sapphire-glass touchscreen. Opening Ceremony founders Carol Lim and Humberto Leon (also creative directors at French luxury house Kenzo) unveiled two versions of the bangle adorned with semiprecious gems and water snakeskin at their September fashion presentation (which took the form of a one-act play). MICA will reportedly be priced at less than $1,000 for its holiday launch at Opening Ceremony stores and Barneys New York.

????In another collaboration, downtown designer Rebecca Minkoff teamed with Case-Mate to create smart jewelry, charging units and phone cases, available this holiday season at Nordstrom and through her own website and stores. Her $120 gold chain-link bracelet with pyramid studs alerts wearers to calls and texts and would be at home in the pages of Vogue.

????Tory Burch has introduced bracelets for the Fitbit Flex activity and sleep tracker in her signature perky prints ($38), along with a decorative brass Fitbit-holder bracelet and necklace with open fretwork ($175 to $195).

????Both Kovert and New York-based startup Ringly offer bold jewelry with notification systems. When she’s out, Unsworth sets her ring to vibrate. “This allows me to ignore my phone throughout dinner, so I can be present and engage in real face-to-face conversation with the person I’m with,” she explains.

????Kovert’s rings, bracelets and necklaces, plated in silver, gold and rose gold, hold inch-long waterproof smart stones that swap in and out of the pieces. The collection, priced at 290 to 360 pounds (roughly $460 to $575) is available on KovertDesigns.com and Net-A-Porter.

????Ringly was started by eBay veteran Christina Mercando after her inability to find her cell phone became a standing joke. The 18-karat-gold-plated cocktail rings ($195 to $260) feature precious or semiprecious stones that hide the tech pack. “We sold the first 1,000 rings in under 24 hours [in June], making us the most successful crowdfunded women’s wearable device to date,” says Mercando, CEO.

????As for designer smart apparel, it’s very much in its infancy. Ralph Lauren has gotten a head start with its Polo Tech bio-sensing shirt, which had a trial run at this year’s U.S. Open tennis championships and hits stores this spring. The compression top, which records data such as heart rate and calories burned and sends it to an iPhone app via Bluetooth, was developed with proprietary technology from Canada-based OMsignal.

????There’s no word yet on line extensions, but it’s safe to assume they’ll be attractive. After all, Ralph knows that looks matter.

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