I’ve been underwhelmed with similar “pockets for your electronics” clothes items that think they’re amazingly clever for including basic additions to normal fashion that would have been cool at the turn of the millennium but 10+ years later are yawn-worthy. Like – oh, you have a blazer with an oversized pocket to put an iPad in? okay I guess. A hoodie with a cloth tunnel to feed your earbuds wire through? eh… not really interested.
Finally it appears that someone has assembled all the right nooks and cubbies into normal looking neutrally stylish clothes.
The crowdfunded campaign on Kickstarter sought $20,000 and currently have almost $8 Million in pre-ordered sales so I’m not the only one who thinks they did something right.
From a marketing perspective, the campaign does what I have been saying needs to be done for utility clothing items like this and that is to bill them as utility items with demonstrations. Too often these types of products try to be stylish first and “look how you can fit stuff in it” second. That’s lame. People will buy a hoodie with a million secret compartments for the million-secret-compartments and then it looking and functioning nice will be secondary – not the reverse scenario where a new non-label hoodie is in need and “oh look, it has unconventional pockets…”. Billing itself for travel is key to the success. Travel makes us feel helpless, unprepared, and cumbersome in our availability of stuff we want on our person. I have a somewhat similar product design going through a review process currently making a similar utility appeal. These things have a subconscious super hero feel to them: sit in comfort with your built-in neck pillow reverse airbag, lower your eye-mask like Iron Mans face plate, whip out your drink from your Batman utility pocket, and pop in your ear buds from within your Captain America helmet. The video does a great job of showing off ease and function in an “always be prepared” style of Awesome.
I laughed out loud at that zipper pen stylus scene tho…
“looking for one of these?… *gets laid immediately*”
It also looks like this kind of techno dance music is the go-to score for crowd funded tech. It’s fun and gets you excited by strategically rolling out the features at a linear pace that tells a story and reels you in with the perfect “but wait, theres MORE” info-mercial tactics. The Lily cam I bought (see: pre-ordered) a few months ago hooked me with the same hypnotizing must-havezes.
