Garment Customization Enters The 3 Era. Google And H&M Are In Full Swing.

According to the world clothing and shoe net reporter, recently, on the eve of the prestigious Paris fashion week, Google formally announced its cooperation with H&M's online fashion brand Ivyrevel. Both products are Data Dress (data dress), which will track many data in user's daily activities, and provide personalized clothing customization for users through algorithm and data analysis.

With this App user, you can easily purchase your own private custom tailored clothing, Google is responsible for technology development, and Ivyrevel is responsible for clothing production.

However, the app is still being tested and is only open to some of the world's most fashionable people, or it will choose the first show on fashion week.

Ivyrevel and Google cooperate to bring personalized customization into the 3 era.

It is not strange to mention personalized customization. The advent of the era of modular production has enabled many enterprises to find a balance between scale and personality in the age of industrialization.

So the former DELL is customized PC counterattack IBM and HP through personality.

Google and Motorola push the modular customization of mobile phones, has also been the focus of attention in the industry.

This class provides modular options from the B side, and user led customization mode can be classified as the era of personality 1.

For example, in September 2011, Haier launched online customized TV activities.

Allow customers to choose the size, border, clarity, energy consumption, color, interface and other attributes before the TV production, and then organize production and delivery to the customer's home by the manufacturer.

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With the deepening of popularization and the iterative updating of data algorithms, personalized customization has entered the 2 era.

The so-called "2 era" is a customized technology based on big data, which is based on the results of big data analysis, and produces customized products that are more in line with the needs of the consumer group for specific time, specific populations and specific areas.

In this mode, consumers do not have to bother to think about what they need. According to the result of big data analysis and algorithm, the manufacturer produces customized products for different labels of users.

In 2014, Ali packed 12 production lines of ten brands, including the United States, Joyoung, SUPOR and so on, specially for Tmall to supply small appliances.

Ali is through the data and analysis results, to guide these production lines R & D, design, production, pricing.

Whether it is the customization of the first user led mode or the mass production mode guided by second kinds of big data, there is obviously a gap from the thousand faces of thousands of people.

First of all, the defect of personality 1 is that the user as a non professional person, self led choice or not want the result. For example, in Haier custom TV case, I know the size, definition, energy consumption and interface elements of these people almost idiot, personality formulation is impossible.

Take clothing as an example. If you let users choose their own modules, it will be difficult for most people.

Secondly, personality 2 solves the problem of user choice phobia, but the problem is that although this customization is based on big data analysis and algorithm, it has not yet jumped out of the mass production circle.

Ivyrevel and Google cooperate to integrate the above two advantages.

Analysis and algorithm to provide personalized customization for individuals.

In fact, Ivyrevel has tried to use algorithms and data analysis to make personal customization before, but it has not been realized by its own short technology board.

With the addition of Google, all of this is very simple.

Data Dress only records the whereabouts of users for a week. It monitors users' daily activities, lifestyle and mobile location information through the built-in Awareness API of Google, determines what activities the users are carrying out, and also collects local weather information.

By analyzing these data, App designs a skirt specially designed for you.

Users can also adjust the color, material, decoration and contour of the skirt at will.

The appearance of personality 3 is due to the popularity of Android phones. Smart phones do not record PC users' Internet records, but also include time, location (latitude and longitude), location, activity, beacons beacon, earphone (insert / pull out) and weather data.

Compared with the two dimensional Internet record, these data will make a more stereoscopic personality tag for the user. In the future, with the popularization of more different types of intelligent hardware, the enrichment of personal data will be beneficial to the further popularization of the personality 3.

Google Awareness what else has changed in addition to the skirt?

Ivyrevel Google Awareness, which is based on Google's cooperation, is not a closed platform. In May last year, at the I/O2016 Developers Conference held by Google, Google launched the developer's function of Scenario mode, including Android Nearby (nearby) and Google Awareness (situational awareness). After opening to the public, developers can provide users with more personalized dynamic experience.

Among them, Google Awareness API will call the device's data and sensors to detect the state and scenario of users, mainly composed of two API: Fence API and Snapshot API, developers can request the user's current situational elements, such as requesting the location of users and weather conditions.

It includes time, location (latitude and longitude), location, activity, beacons beacon, earphone (insert / pull out) and weather.

Through the collection of these data, the application of Google Awareness API can provide users with more intimate services.

In addition to the application of Ivyrevel on skirts, the residential real estate website Trulia also used it to enhance user experience.

Fence API can be used to display empty rooms. When the weather is good and users are close to the house and are interested, the Trulia website will send a notice to remind the users that there is an empty house around them.

This customization notice can help users see the house at the best time, that is, enhance the trading opportunities, and greatly enhance the "lazy" user experience.

In addition, users can use Snapshot API and Fence API to play music suitable for immediate mood.

Whether you have finished running or just started exercising, have gone on a long journey or just went to the gym, the assistant can judge the situation and recommend suitable playlists.

Obviously, around the private data collected by smart phones, Google Awareness still has many areas to display. Based on geographic location, user identity, behavior habits and regional environmental characteristics, it will make more App more intelligent, and become a personal secretary of everyone under the control of big data.

In China, HUAWEI EMUI5.0's scenario intelligence has similar functions, which can get information on your upcoming flights, high-speed rail and hotels by SMS orders, and provide reminder, navigation and other services.

In addition, friends birthday reminder + direct sending blessing messages, automatic route planning for commuting, regular fatigue alerts, and weather conditions are included in this function.

For example, recently, as a rookie driver who often can't find his parking place, the parking location recording and navigation provided by the newly purchased Mate 9 automatic identification drive solves a big problem for himself.

The function of Google Awareness is very strong, which brings about information security concerns.

Nowadays, not only Google, but also domestic BAT has similar open big data products. Compared to Google Awareness, the main data collected by users are personal data, while BAT focuses more on Internet search, online shopping and social networking.

If the large data open by these giants are all integrated and analyzed with effective algorithms, higher data value will be generated.

Today, no matter cars, PC, appliances,

In the field of home and even tourism, individuality customization is emphasized. With the opening of big data tools by more technology giants, the potential explosive force of future customized market will be gradually released.

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