The rise in technological capabilities and products entering the market is subsequently causing an increase in clothing becoming infused with technology. For my dissertation, I conducted extensive research surrounding the emergence of intelligent garments (technologically integrated clothing) in terms of what was available to the consumer, experimentation, R&D as well as issues surrounding this type of product entering the mass market and the effects this would have on consumer behaviors and society as a whole. Upon the completion of this research an ideation process began with the intended outcome of a Final Major Project. Initially a gap was identified within the apparel market for intelligent garments that were affordable, trend led and suitable for everyday use. However, after further primary research it became evident the market being targeted was not ready for this specific type of product offering. Focus turned to a new gap that had been identified where technological capabilities could be used to greatly benefit the consumer by supplying a solution to specific needs. Initially general outdoor apparel was being considered however it was deemed necessary to go increasingly specific, which led to the final decision of expedition wear products.
SUMMIT is a new brand extension of the existing Specialist Outdoor Apparel brand RAB. SUMMIT endeavours to increase safety, enhance experience and push boundaries of discovery for mountaineers and expeditionists. This will be achieved by utilis- ing existing technology and combining this with expedition wear. The brand will launch a 6-piece collection online at the end of August 2017 and in- store at the beginning of September 2017 with fur- ther colour and print options to follow in the No- vember of the same year. The new brand will trade under the RAB umbrella, this will be highlighted to the consumer through the use of the existing RAB logo within the new SUMMIT logo. This will aid the brand in gaining the consumers trust and support which will be vital in achieving initial sales. SUM- MIT will also utilise RABs existing factory and op- erations processes, reducing initial start up costs.
The SUMMIT brand is a concept developed to meet the demand for innovation through technical inte- gration. Brands are competing to maintain and in- crease their market share by capturing new growth opportunities. This is encouraging brands to con- duct further research and development. As a result, RAB have released SUMMIT a high quality, techno- logically integrated collection of expedition wear.
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SUMMIT reveals the power wearable technology has on increasing safety, enhancing experiences and pushing boundaries of discovery. The collection utilises technology to meet the essential humanistic needs of the explorer by delivering consistent warmth, energy and communication. SUMMIT cu- rate’s specialist clothing designed for the most ex- treme environments around the world, containing functional and technical components that protect the user and heightens the ability of exploration in ways that conventional garments simply cannot.
Ultimately the SUMMIT range will fuel progress into the unknown and revolutionise the way adventurers experience outdoor freedom.