谷歌和Levi's合作的智能牛仔裝會紅嗎？

09 谷歌和Levi's合作的智能牛仔裝會紅嗎？

谷歌與李維斯（Levi's）合作研發(fā)的智能夾克預(yù)定2017年春季推出，它屬于新一代科技時尚化的可穿戴產(chǎn)品。時尚界曾經(jīng)在知名品牌的一次性服裝上試驗高科技，但無法實現(xiàn)大規(guī)模市場化應(yīng)用。迄今為止，對此類高科技時裝的市場認同度仍然相當(dāng)?shù)??？萍紩r尚化究竟前景如何？

保羅·狄林格(Paul Dillinger)站在牛仔裝生產(chǎn)商李維斯異常悶熱的新裝試驗室里，正在試穿一件牛仔夾克新樣裝。這件牛仔裝專為自行車運動員打造：防止參賽車手露出后背的圓尾形后擺以及防止竄風(fēng)的防風(fēng)式袖口，這款牛仔夾克猶如從天而降的魔杖，無所不能。

“看看這件新裝今天能施展什么魔法？”他敲擊著左胳膊笑問道，傳感器縫進了牛仔面料中，變幻顏色的光束照射到了衣服袖口處。

袖口也如同被施了魔法：內(nèi)置的高科技能讓車手實現(xiàn)從接聽電話到查詢方位的各項功能。車手可以用自己的智能手機對夾克進行設(shè)置，夾克就能識別出車手最常用的電話聯(lián)系人；通過谷歌地圖提供的具體方位信息，車手可以輕擊或重擊袖口來發(fā)送大約何時到家的短信。

Now some fashion houses are starting to form partnerships with technology companies.Tech manufacturers are teaching fashion companies about how to make chips and batteries thin, while fashion houses are teaching techies about the trials of making many sizes and ensuring a teched-up garment is fit to launder.Chipmaker Intel has worked with watchmakers Fossil and Tag Heuer and eyewear company Luxottica, while fitness-tracker maker Fitbit has teamed up with both Tory Burch and clothing company Public School.

如今一些時尚品牌開始與科技類公司建立合作關(guān)系?？萍碱惞鞠驎r裝公司傳授制作小型芯片與電池的技術(shù)，而時裝公司則向?qū)Ψ絺魇谠O(shè)計不同型號時裝以及確保高科技時裝耐洗的訣竅。芯片生產(chǎn)商英特爾聯(lián)手Fossil、豪雅等腕表品牌以及全球最大的眼鏡公司Luxottica，而穿戴式健身追蹤器生產(chǎn)商Fitbit與湯麗柏琦以及時裝品牌Public School成了合作伙伴。

Earlier this month during New York Fashion Week Michael Kors announced its first foray into wearable tech.In partnership with Google, the brand has unveiled a smart watch based on its bestselling analogue collection.The new Dylan and Bradshaw models include features such as notification functions, maps, and a voice-directed Google search facility.It will retail for ￡329.

九月初的紐約時裝周期間，邁克·科爾斯首次宣布進軍高科技可穿戴設(shè)備領(lǐng)域。在自己最暢銷的analogue指針系列手表基礎(chǔ)上，它與谷歌合作推出了一款智能腕表。最新推出的Dylan男表與Bradshaw女表擁有通知、地圖以及語音定向谷歌探索等功能，其零售價為329英鎊。

For Sidney Chang, the principal of business development at Google, these collaborations are an essential part of the company's future.“We're very nimble,” he explained during the launch last week.“We've already partnered with Fossil, Tag Heuer and Nixon on smartwatches, but each brand represents a different customer and a different set of criteria.We love the diversity of working with different brands, and developing wearables that reflect your identity.”

在谷歌業(yè)務(wù)開發(fā)部主管Sidney Chang看來，與時尚公司的合作對谷歌未來的發(fā)展至關(guān)重要?！拔覀儠艡C而動?！痹诓痪们暗男缕钒l(fā)布會上，他這樣說道，“谷歌已與Fossil、豪雅以及Nixon合推了智能腕表，但每個品牌又代表了各自不同的消費群體與技術(shù)標(biāo)準(zhǔn)。我們喜歡與風(fēng)格各異的不同品牌合作，研發(fā)反映品牌自身特色的可穿戴產(chǎn)品。”

If Google Glass was an excellent example of a great idea that looked tragically uncool, these new collaborations should go some way to bridging the gulf between function and fashionability.Google gets access to a younger, more image-focused market and all the benefits of a high-end marketing campaign.The fashion house gets to bring its brand to life in new ways, to a new audience.Everyone wins.

如果說谷歌眼鏡是絕妙的想法開發(fā)成土里土氣產(chǎn)品的“典范”，那么高科技公司與時尚品牌的珠聯(lián)璧合或多或少彌補了功能與時尚之間的鴻溝。谷歌的受眾是那些形象至上的年輕人，也是高端營銷活動的最大受益者。時尚公司實現(xiàn)了品牌的脫胎換骨，又增加了新的消費群體，這對雙方來說是雙贏之舉。

Google was also Levis' partner in developing the cycling jacket, bringing together Google's Advanced Technology and Projects team in Silicon Valley, with the brand's in-house skunk works.Dillinger, Levi's global product innovation lead, says the partnership worked because Google came willing to learn from Levi's as much as the other way round.

谷歌也是李維斯牛仔研發(fā)自行車手夾克外套的合作者，谷歌位于硅谷的前沿科技攻關(guān)小組與李維斯的研發(fā)團隊實現(xiàn)了珠聯(lián)璧合。李維斯產(chǎn)品創(chuàng)新部全球主管狄林格說雙方的合作之所以成功，是因為雙方都愿意從對方身上取長補短。

李維斯副總裁保羅·狄林格

“We had the best capabilities of the two companies frankly,” says Dillinger.“We are not very good at technology and they are not very good at garments.”

“平心而論，我們實現(xiàn)了集雙方之優(yōu)點于一身?！钡伊指裾f，“高科技并非我們的強項，而服裝也不是谷歌的強項?！?/p>

時尚與科技越發(fā)親密無間，造就了更為時尚的可穿戴產(chǎn)品，但普通服裝實現(xiàn)科技化依然任重而道遠。

Fashion has been experimenting with technology in high profile one-off garments for a while.But it has not yet brought that technology to a larger market.People were wowed by the Marchesa dress — developed with IBM's artificial intelligence system, Watson — that changed colour when people tweeted.Make Fashion, a group of Canadian artists and engineers, have spent five years creating playful designs such as “Gamer Girls” dresses — where the dress changes depending on whether they win or lose.But thus far widespread uptake of such technologies has been slow.

時尚界曾經(jīng)在知名品牌的一次性服裝上試驗高科技，但無法實現(xiàn)大規(guī)模市場化應(yīng)用。IBM使用Watson人工智能系統(tǒng)設(shè)計的瑪切薩裙子讓時尚擁躉驚嘆不已，它能根據(jù)Twitter用戶的情緒變化實時變換顏色。由加拿大一些藝術(shù)家與工程師組成的團隊Make Fashion花了五年時間設(shè)計“Gamer Girls”這類妙趣橫生的女裙——它能根據(jù)輸贏結(jié)果變換顏色。但迄今為止，對此類高科技時裝的市場認同度仍然相當(dāng)?shù)汀?/p>

Carolina Milanesi, a consumer technology analyst at Silicon Valley market research firm Creative Strategies, says the tech industry has failed to make wearables fashionable enough to expand beyond a niche of — often male — early adopters.“Technology doesn't do gender differentiation very well so far.You don't need it when a PC is a PC — and you don't need to change it if I'm a man or a woman — but it is different if I'm wearing it,” she said.

硅谷市場分析公司Creative Strategies消費科技分析師卡羅琳娜·米拉內(nèi)西說，科技在實現(xiàn)可穿戴產(chǎn)品時尚化方面令人失望，接受者仍然僅限先期踐行者這一小撮人而已（通常為男性）?！捌駷橹?，科技在性別差異化方面做得仍不盡如人意。就事論事時無需分析性別差異——也無需因性別而改動數(shù)據(jù)，但穿戴后的效果就大相徑庭了?！彼f。

當(dāng)購物不再依靠賣相，而是越來越成為“情緒化產(chǎn)物”時，科技時尚化（即讓科技更美觀或無形化）也會助銷售以一臂之力，讓可穿戴產(chǎn)品賣出更高價格。

“‘哦，我的老天！這件東西美不勝收！我打算買它！'這種情之所至的沖動會讓消費者對價格不屑一顧”。

詞匯總結(jié)

foray ['f?re?]

n.涉足，初次嘗試；突襲；侵略；攻擊

vi.襲擊

vt.劫掠

Earlier this month during New York Fashion Week Michael Kors announced its first foray into wearable tech.In partnership with Google.

九月初的紐約時裝周期間，邁克·科爾斯首次宣布進軍高科技可穿戴設(shè)備領(lǐng)域。在自己最暢銷的analogue指針系列手表基礎(chǔ)上，它與谷歌合作推出了一款智能腕表。

collaboration [k?l?b?'re??n]

n.合作

These collaborations are an essential part of the company's future.

與時尚公司的合作對谷歌未來的發(fā)展至關(guān)重要。

high-end ['ha??nd]

adj.高端的；高檔的

Google gets access to a younger, more image-focused market and all the benefits of a high-end marketing campaign.

谷歌的受眾是那些形象至上的年輕人，也是高端營銷活動的最大受益者。

garment ['gɑ?m(?)nt]

n.衣服，服裝；外表，外觀

vt.給…穿衣服

We are not very good at technology and they are not very good at garments.

高科技并非我們的強項，而服裝也不是谷歌的強項。

uptake ['?pte?k]

n.攝??；領(lǐng)會；舉起

But thus far widespread uptake of such technologies has been slow.

但迄今為止，對此類高科技時裝的市場認同度仍然相當(dāng)?shù)汀?/p>