Aims at going global with the advantage of its experience in the fashion industry
Berlin, Germany – September 3, 2015 – Samsung C&T Fashion Division (formerly Cheil Industries) debuts its wearables at IFA 2015, aiming for the launch into the global market. It’s unprecedented in South Korea that a fashion corporate takes part in IFA, the world’s leading trade show for consumer electronics and home appliances.
This year, the event commences on Sept. 4 at Messe Berlin, a renowned exhibition ground in Berlin, Germany. Samsung C&T’s booth is located inside the exhibition hall of Samsung Electronics Co., one of the most attention-getting exhibitors at IFA.
At IFA 2015, Samsung C&T introduces its platform brand for wearables, ‘the humanfit’, and shows off four wearables which integrate fashion design and technology in form of clothing and accessories: ‘Smart Suit’, ‘On Bag’, ‘Body Compass’ and ‘Perfect Wallet’.
‘Smart Suit’ is a suit line of ‘Rogatis’, Samsung C&T’s representative menswear brand, which was first introduced in fall 2013. At IFA 2015, the latest version, ‘Smart Suit 4.0’, is on display. Unlike its previous versions which had a NFC tag attached inside the suit pocket, ‘Smart Suit 4.0’ has it embedded in the sleeve button. Therefore, it features significantly enhanced convenience of managing the NFC tag when wearing the suit.
Its exclusive mobile app works as a platform application and features various useful functions, depending on the user’s customized settings; it could automatically connect to the proper mode (office mode, business meeting mode or driving mode), open up the user’s designated app or transmit the user’s e-business card to the other’s smartphone. ‘Smart Suit 4.0’ will be available in the South Korean market from this Fall/Winter season.
‘On Bag’ is an IT-infused purse with a built-in battery module. Through an exclusive mobile application, the user could charge a smartphone without a cable, check battery remains and use the find-my-phone function.
The battery module of ‘On Bag’ will be also applied to the 2015 Fall/Winter collection of ‘RAVENOVA’, Samsung C&T’s recently launched women’s accessories brand. Its functions will be further updated and applied to various accessories items.
‘Body Compass’ is bio-smart shirts that Samsung C&T and Samsung Electronics are collaborating in conducting a long-term advance development and research.
‘Body Compass’ on display at IFA 2015 is equipped with ECG (electrocardiogram) and EMG (electromyogram) sensors which track the user’s heart rate and respiration and thus suggest customized exercises in consideration of the user’s health status. Its comfortable fit and durability are substantially enhanced as it’s made of fabric sensors and elastic conductive fibers.
‘Perfect Wallet’ is an accessories line of MVIO, a menswear brand of Samsung C&T. Its wallets and card cases are equipped with a NFC tag which allows the user to utilize various NFC functions through a mobile application. ‘Perfect Wallet’ will be soon released in the South Korean market, starting from this Fall/Winter season.
“Wearable technology has emerged as a key topic of recent IT trade shows as the potential of the worldwide wearables market is rapidly growing”, said a representative of Samsung C&T. “Most of wearables are usually in form of electronic devices, but Samsung C&T presents differentiated wearables in form of fashion items, taking advantage of its experience in the fashion industry.”
In addition, Samsung C&T also touts its platform brand for wearables, ‘the humanfit’ (an acronym for Human Fashion in Technology), at IFA 2015. Based on its philosophy “We Design Fashionology (Fashion+Technology) for Life” and its slogan “Tech-up your style, Tag-on your life”, ‘the humanfit’ aims at converging fashion and technology in order to add both practical and aesthetic values to people’s lives.
As a platform fashion brand that incorporates wearables and the Internet of Things, ‘the humanfit’ interacts with Samsung C&T’s other fashion brands in order to develop IT-integrated clothing, accessories and mobile fashion apps.
A representative of Samsung C&T stated “the humanfit reflects Samsung C&T’s corporate mission that it promotes hidden values to enrich people’s lifestyles with the convergence of fashion and technology,” and “Samsung C&T plans to launch new fashion-led wearables, based on themes of mobility, fitness, and life wear, which enable users’ lives to be more advantageous and practical.”
To communicate with those who are interested in ‘the humanfit’, it exploits global social networks. More upcoming news about ‘the humanfit’ will be announced on its SNS pages: facebook (http://www.thehumanfit.com) and Instagram (https://instagram.com/thehumanfit).
