Industry Analysis: Thesis Couture Technology To Save Women'S High-Heeled Shoes Torture?

Nowadays, wearable devices are no longer the props in science fiction movies, and the fashion industry is more or less keeping up with the trend. In the past year, the New York underwear brand Chromat introduced the automatic deformation cooling bra with the Intel Curie platform technology, the Ralph Laurent's built-in charging interface handbag, and then to DKNY recently released the "Minute" smart watch.

Although some products have not been put into practical production or are unable to afford the two words of "hi tech", they are also a trial of this industry in the digital age.

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It has also decided to solve a long-standing problem by means of science and technology: the pain brought by high-heeled shoes to wearers.

Recently, it has launched a shoe heel with 4 inches of high performance high heels, which is the main selling point for comfort and wear.

Her CEO Dolly Singh said she did not believe in the ghosts of beauty and pain, and her goal was to make people enjoy the charm of high-heeled shoes without being hurt by their heels.

Thesis Couture high tech high heeled shoes

Thesis Couture has its own technology system.

Thesis Couture has its own technology system.

Singh is the biggest endorsement of the brand. The former SpaceX employee is a rocket scientist, mechanical engineer, plastic surgeon and shoe designer.

In making high-heeled shoes, Singh uses a ballistic polymer to make heels, and designs a reasonable angle according to ergonomics.

But at present, this high-heeled shoe is only a test product, and the combination of wearable devices is relatively limited.

In addition to Thesis Couture, Italy

Marion Parke also began to pay attention to the technical improvement of high-heeled shoes.

The brand launched in 2015 was made in Italy and shared with Jimmy Choo, Miu Miu and so on. But its selling point is different from that of luxury goods. Parke wants to improve the biomechanical mechanism of high-heeled shoes, so it comes up with a way to fill shoes with medical materials, so as to simulate the support of soft tissue.

Her improvement plan is meticulous to the arches, vamp and toe ends, and sets aside suitable space for each pair of shoes, so that people can reassign standing points and weight when they are tired.

Joan Oloff, an American foot surgeon, is also concerned about the problem of high-heeled shoes that hurt the bones of her feet. She has been experimentation for four years, and has gradually sold practical high-heeled shoes on her website.

According to Racked reports, Joan Oloff will officially launch its own Oloff brand this year, and the future direction will also consider all kinds of technical implants. Its core plan will start around releasing the knees, because when people wear high-heeled shoes, the knee is the most stressed part, which will lead to arthritis and back pain.

In appearance, Marion Parke's shoes are nothing special.

If you want to know if Joan Oloff is better, you can only try it yourself, which also increases the barriers to brand development.

How to find the market of intelligent high-heeled shoes is the main problem.

Oloff understands that women's desire to buy high-heeled shoes is for beauty, not comfort, and for fashion trends.

That's the right way.

So Oloff went to Italy to find a shoe designer Alessandro Vasini, to learn from Italy shoemaking technology.

Starting from the insole, she studied the distribution of weight, which is the key to balancing her feet: "before building a house, you don't need to hire an interior designer first, because the structure is the most important thing."

Oloff said.

Singh, Parke and Oloff are all female business people. They know more about the psychological needs and practical feelings of women wearing high-heeled shoes than men. For example, wedge shoes (commonly known as "slope heels") are much better than high heels, but many girls do not intend to give up the latter, because this is related to sexual attraction between men and women. A report published in Archives of Sexual behavior shows that when facing girls who wear high heels and shoes, most men will choose to be close to the former, while they are more inclined to the style of high heels rather than coarse or sloping heels.

It can be said that this is the starting point of the high-heeled footwear industry, though it is worn by women, but it is intended to please men's aesthetics.

Therefore, intelligent technology is

The application may not be fully realized by consumers, but at the front end of the research and development, the staff can inspect the different design vision of men and women through virtual reality technology.

Thesis Couture is so, Singh also dug many former SpaceX colleagues to jointly develop new products, and invited professional designer Julia Thomas to join the team.

So that the women's Legion can take into account both technology and aesthetics.

However, at present, the solutions provided by these brands are not yet mature. For example, the high price of basically over 400 yuan (2700 yuan) is one of the factors hindering its development, and Thesis Couture and Marion Parke have some products close to ten thousand yuan.

Such positioning determines that the audience of high-tech high heeled shoes is small, and it is difficult to spread to the general consumers.

Plus, both of them are mainly comfortable, and will rely heavily on the actual experience in the early stages of brand development, thus increasing the barriers to relying on the electricity supplier and leading to high operating costs.

At this stage, these new brands are mainly fans of the technology industry. They see the huge commercial potential of materials, artificial intelligence and so on. For example, if a consumer wants to buy the shoes that are most suitable for his ergonomics, intelligent equipment is also needed to assist in measuring his physical condition: how to wear tight shoes, where the center of gravity is, where the heels are positioned and how to match the front feet, all of which need the measurement data of external equipment as support.

These data are likely to be slowly incorporated into the big health database, and they will receive baptism of capital and consumers together with food, sports and other categories. But it will take some time for them to come out of the lab and enter thousands of households. After all, we have seen too many precedents of thunder and rain.