future of 3d printing: materialise
DESCRIPTION
A presentation for Materialise with a brief overview of market opportunity, importance of Fashion to the company, current lackluster performance and a suggestion of developing a strategy for improvement.TRANSCRIPT
The Future of 3D Printing Fashion
With Paulina Perepelkin
Overview
• A rare market opportunity• Materialise is loosing ground• Immediate action: low-cost strategy to re-
grain 1st mover advantage, solidify reputation as industry Leader, and expand customer base
3D Printing Fashion: Growing Interest
The Opportunity
• Fashion Industry:– $1.5 trillion dollar global industry
• “Wearables” – blend of High-Tech & Accessories or Apparel (Google glass, performance and medical monitoring) projected to grow from millions to $30-$50 billion in next 3-5 years
• 3D Printing Fashion (Jewelry, Accessories, Shoes and Apparel) – rapidly growing segment
WEARABLES
• Proper positioning/marketing/PR is KEY
Google Glass: Released in May ‘13, did not appeal to consumers – “yeah, the tech is impressive, but I feel dorky wearing the glasses”
Google Glass Sept ‘13: 12 page editorial in VOGUE, largest Fashion issue of year. Exclusivity, High-Style, Exceptional Design and now: build desirability in consumers
Fashion Adds to Experience of ProductBefore: Pure function. Braces are a necessity, but are embarrassing for children. Self-conscious, resist wear
Fashion: Added Design, added story-telling, marketing. Braces are now a ‘trend’, children look forward to new styles & shapes to reflect individuality, style, ‘coolness’
Fashion is: Confidence, Acceptance, Self-Expression
Traditional Prosthetics: necessary but esthetically challenging
Add Fashion: 3D Printed “Bespoke Innovations” Custom made, express individual style and gives added confidence to wearer:http://www.youtube.com/watch?v=6wnnNk91EMs
Materialise & Fashion
• Materialise – Among the 1st companies to work with 3D printing Fashion:– 1st piece – “Crystallization” July 2010 – 1st piece ever to be on
Fashion runway– “Escapism” Jan ‘11 – Times Magazine “One of the 50 best
inventions of 2011”– 10 out of 11 Iris van Herpen pieces printed by Materialize
• 1st company to feature 3D Printed Fashion Shows• 3D Printing Fashion Competitions• 1st Ever created flexible PurseWhere does all this work lead to?
Materialise & Fashion
• “Materialise in the Press” – 4 out of 11 articles specifically focus on or mention Fashion products
Materialise & Fashion
• Part of MGX store– http://www.mgxbymaterialise.com/webshop/webshop-product/mgxmodel/list/websho
p?query=webshop&familytype=3
Materialise & Fashion
Part of i.Materialise store• http://i.materialise.com/gallery/category/fashion
The Opportunity
• Make “3D Printing Fashion” synonymous with Materialise.
• Use the Fashion competency to expand market for “Wearables”
“We are Materialise and we are all around you, making the world a better and healthier place to live”
1st Mover Advantage: Seize the Market
3D Printed Fashion (C2B accessories, jewelry, wearables) could easily become the main revenue stream in the next 3-5 years, securing long-term health of the company. In order to achieve this, seizing the 1st mover advantage of market is essential.
Press loves “3D Printing Fashion”
• March 21 Wall Street Journal• May 28 Vogue.com• June 10 New York Times Magazine• June 27 Fast Company• July 17 Glamour.com• July 19 Fashionista.com • July 20 TechCrunch.com• August 7 Forbes.com
Materialise: Missing from the Covers
The Problem
• Materialise is not receiving the due recognition for all the work done in the 3D Printing Fashion Field
• Loosing relevance in C2B market• Missing an opportunity to solidify leadership
position in a competency that speaks directly to the strengths of Materialise
Fashion: Performance + Design + Story (Identity, Self-expression, Community, Individuality)
Materialise: loosing interest
Next steps to take NOW
Low-cost strategies to re-grain 1st mover advantage• Expand C2B customer base– Increase brand recognition– Niche markets (Adolescence 12-14)– Expand resale channels
• Strengthen B2B– Collaborations for PR success– Partnerships to increase C2B market– Measurable, results oriented exposure
3D Printed Fashion is Happening NOW
• NEA Fashion Show: Sept 5 & 6• TCT Show: Sept 25• Fashion Weeks:
– New York: Sept 5-12– London: Sept 13-17– Milan: Sept 18-23– Paris: Sept 24 – Oct 2
• 3D Printing Event week in NL: Oct 21-25• 3DPrintShow: November 8 There is no time to loose to re-gain reputation & market
Paulina Perepelkin
• Passionate about 3D printing & Fashion• I see it as a way to resolve a lot of problems in
the Fashion industry, and to improve lives outside of the fashion world.
• I believe that Materialise can become a world leader in 3D printing industry
• I’m the best person to help make this a reality