How do you see the jacket as impacting the customer experience?
The BRIGHT BMBR reshapes the consumer perception of what apparel branding can do. We as consumers are going to start demanding experiences as part of our purchases - you’re not just buying a jacket, you’re buying a lifestyle. This goes hand-and-hand with the notion that consumers want experiences, not things. Building a personalized connection with the consumer also builds loyalty, making the wearer crave what’s next.
From a creative standpoint, what should we look for next in apparel and footwear?
The integration of design, user experience, and functionality. Sustainability is also more of a priority. Your clothes aren’t just there to wear, they’re a blend of design, sustainability and function that should provide you with a full lifestyle complete with digital content and experiences.
What time frame were you working against?
From design to production, it was a quick turnaround - design was a 3-day process, from meeting with the brand to coming up with a solution. The project was based on ‘runway time,’ for both the DECODED Fashion Summit and January deadline for NYFW.
What’s something you wish all brands and designers knew about RBIS?
The magic happens during the collaboration. We are thought partners, providing strategic creative guidance beyond the label and the innovation and technology to make it happen. The results are bespoke to who you are as a brand, not an off-the-shelf offering.
Anything else you’d like to add?
It's rewarding for us to work with brands like Rochambeau who bend the rules of branding and test the limits of what a product can do.
The capabilities of Janela™, powered by the EVRYTHNG Smart Products Platform, continue in our latest collaboration with Rebecca Minkoff and the first bag to be #borndigital.
