Individuality drive and 3D tech make firms
go bespoke
1 September 2011 Last updated at23:15
GMT
Source: By Katia MoskvitchTechnology reporter, BBC
News
At Zazzle, users can choose among many
different designs to customise their products - and they can upload their
designs, too.
在 Zazzle 使用戶可以在不同的設計中選擇定制他們想要的商品，也可上載他們的設計。
We all want to be unique.
我們都想要與眾不同
Hairstyle like no-one else's in your
office, a handmade tie bought in a tiny Parisian boutique, a diamond wedding
ring from that exclusive collection.
在辦公室沒有人髮型和你一樣，一個在小型巴黎精品店購買的手工製領帶，一個獨家珍藏的結婚鑽戒。
This global individuality drive combined
with the latest technologies has been stimulating companies to produce what
used to be off-limits just a while back - mass-oriented bespoke content.
這一全球性的個性驅動器結合最新技術已刺激企業生產以前視為禁區只是返回 -大規模預定客制內容的物件。
Now websites of firms like Converse, Nike
and, for instance, offer the chance to create customised training shoes with
just a few mouse clicks - and they cost little more than those from the regular
in-store collection.
現在像匡威，耐基和Keds公司的網站，例如，提供機會讓你只需點擊幾下滑鼠就能客制試驗式的鞋款 –而且這成本只比那些經常在店內常規販售的樣式更多一點。
One click - and the trainer changes from blue
to bright yellow; one more - and the laces become green.
As the mouse cursor trots across the
screen, you can even change the interior lining and add a cool personalised
signature. So when the shoes get delivered to your doorstep, they will be like
no other pair.
Another example is Zazzle - a US
"One of the most powerful trends in
consumerism is toward individualism - consumers don't want to be spoon-fed the
same media, entertainment or products," says the company's co-founder,
Jeff Beaver.
點擊一下 – 式樣機就可將藍色轉為明亮的黃色;更近一步 - 鞋帶也變成綠色。
隨屏幕上的滑鼠游標快點移動，你甚至可以改變內襯，並添加一個很酷的個性化簽名。
所以當鞋子被傳遞到您的家門口，這就是一雙獨特的鞋。
“最強大的消費趨勢之一就是走向個人化主義 - 消費者不想用填鴨式般相同的媒體，娛樂或產品，”公司的創始人之一，Jeff
Beaver說：。
Not Just A Label website brings designers
and shoppers together
"They want to create their own,
publish it to the world and leverage new technologies and services to
self-express."
Besides choosing from tens of millions of
designs and billions of actual product combinations, Zazzle users from around
the globe can even upload their own ideas and sell them right there and then.
This way, some 150,000 new products are
designed and published every single day, says Mr Beaver.
不只是一個標籤網站將設計者和購物者連在一起
“他們希望建立自己的特色，將它發布到世界，並充分利用新技術和新服務以表達自我。”
除了數以千萬計的設計和數億種實際產品組合的選擇，Zazzle來自世界各地的用戶甚至可以上傳自己的想法並在那裡直接販售。
運用此種方式，大約 15萬個新產品被設計出，每一天都有新樣式出版，Beaver先生說。
"The biggest challenge in enabling an
effective online customisation experience is that the products don't actually
exist yet," he adds.
"That is, we must preview to the user
what a product would look like, if it were to be manufactured."
To do that, the firm uses special
visualisation technologies, employing techniques similar to those in the film
industry to instantaneously render products in three-dimensional space - while
also employing computational photography to enable employing texture mapping
for images and designs on the surface of the product.
“最大的挑戰在能在線上有效的體驗該客制化產品但實際上卻並不存在，”他補充說。
“也就是說，如果要製造的話，我們必須給用戶預覽產品會是什麼樣子。”
要做到這一點，該公司採用特殊的可視化技術，採用在電影界類似的技術，瞬間在三維空間呈現產品
– 於此同時，還使用攝影運算技術，組織產品表面上的圖像實體化和紋理設計。
Bits and atoms
位元和原子
位元和原子
Customisation is nothing new - for ages,
people have been able to order on-demand clothes.
But they have often been limited to
expensive tailored suits and evening gowns, targeting a select few.
Mass production was totally different.
"If you look at 10 years ago, many
firms had a very one-directional approach, the brand was everything - and it
told consumers what they would consume," says Jonathan Chippindale from a UK
"The brand created a look, consumers
could buy the look and there wasn't really any variation on it, the look was
king."
客制化不是什麼新鮮事 – 任何年齡的人都能夠隨選訂購衣服。
但他們往往被局限於昂貴的定制西服和晚禮服，及特定少數族群。
大規模生產是完全不同的。
“品牌創建可視性，消費者可以購買能見度而不會有任何變化，可見度即是王道。”
“Start Quote
The future of fashion is individuality -
owning something unique and almost like having a story to tell your friends
when you wear it”
Stefan Siegel Not Just A Label
But the web and ever-evolving technologies
changed that, and companies like Holition went even further than simple online
customisation techniques.
In a bid to bridge the gap between bits and
atoms, Holition created an augmented reality application that lets consumers
visualise their newly "self-designed" product - be it a watch, a ring
or a garment - directly on them, but in the virtual world.
For instance, on the website of a Swiss
watchmaker Tissot, potential buyers
launch the software, and when they look into their webcam, they see themselves
on the screen, but wearing a virtual watch.
未來的時尚個性化 - 擁有一些獨特性，當你穿上它，幾乎就像告訴你的朋友一個故事。“
斯蒂芬西格爾 “ 不僅只是個標籤 ”
但網絡和不斷發展的技術改變了這一切，能讓Holition這樣的公司比簡單的線上客制技術走得更遠。
為了試圖縮短位元和原子之間的差距，Holition創建一個增強實體應用程序，可以讓消費者直接觀看新式的“自我設計”的產品 - 無論是手錶，戒指或服裝 - 直接顯示在他們身上，但是是在虛擬世界。
They can then customise it by choosing
different options available to them - a variety of bracelets, colours and other
parameters - all while seeing the watch transform itself on their wrist.
Tissot president Francois Thiebaud says that
the bespoke experience has allowed the company to sell a lot more watches.
"What makes it really special is the
synergy of the touch technology of our Touch collection with the augmented
reality functionality - it's the perfect way to get thousands of consumers to
experience Tissot and experiment with its features," he adds.
然後，他們可以藉由選擇不同的選項提供給他們客制化商品 - 各種手鐲，顏色和其他參數 -同時在自己的手腕上看到手錶的變換。
天梭總裁弗朗索瓦蒂埃博說，預定客制的經驗使公司賣出更多的手錶。
“我們增強實際功能的觸摸集合的協同作用使觸控技術讓它變得真的很特別- 這是讓成千上萬的消費者獲得天梭的特點和實驗的體驗最完美的方式，”他補充道。
Using an augmented reality software,
shoppers are able to customise watches before they buy them
And even if shoppers cannot really design a
watch from scratch, they still have a lot more choice than inside a store - so
some uniqueness is guaranteed.
使用增強現實軟件，顧客可以在購買之前他們預視客制化的手錶，
即使購物者不是真的藉由草擬式的方式設計手錶，他們仍然比商店內有更多的選擇 - 所以一些獨特之處是有保障的。
But once the demands are received, it is
often tricky for the consumers to contact the manufacturer in case they change
their minds about the chosen colour or material.
Not
Just a Label deals with that problem - it serves as an online platform
for direct interaction between designers and their clients.
When buyers visit the company's online shop
and add a product to the cart, they are first asked to customise - to choose
whether they want the ring, for instance, to be gold-plated or silver, bearing
a shining diamond or a baby blue sapphire.
As they check out, another box pops up, and
customers can add even more requests.
And once a designer starts working on such
one-of-a-kind creation, the client can get in touch along the way to make
comments and send additional measurements "to produce a truly personalised
piece", says the company's co-founder Stefan Siegel.
但是，一旦收到要求，機警的消費者，會聯繫製造商以防他們改變所選擇的顏色或材料的心意。
當購房者參觀該公司的線上商店和並添加一個產品到購物車，他們首先被詢問定義 - 選擇是否他們想要的戒指，例如，金，鍍金或銀，附有一個閃亮的鑽石或一個淡藍色的藍寶石。
當他們確認檢查了，另一個視框彈出，客戶可以添加更多的請求。
而一旦一個設計師開始這獨一無二的設計 -客戶端可以沿著此種聯繫發表意見並發送額外的測量“，產生一個真正個性化的物件”，公司的共同創始人斯蒂芬西格爾說。
“Start Quote
3D printing enables much more of a pull
distribution instead of push, so consumers can buy products that are really
tailored”
Bram De Zwart Freedom of Creation
"We call it authentic luxury. In
today's world, money doesn't really distinguish you anymore - there are too
many people with money.
"So the future of fashion is
individuality - owning something unique and then keeping it for more seasons
because it is so unique, and almost like having a story to tell your friends
when you wear it."
三維打印技術讓分布蔓延而不是推銷，使消費者能買到真正量身定制的產品“
Bram De Zwart 自由創作
“我們稱之為地道的奢侈品，在當今世界錢無法真正區分你了 - 有太多有錢人了。
“因此，未來的時尚是個性 - 擁有一些獨特的，然後持續幾季，因為它是如此獨特，當你戴上它幾乎就像告訴你的朋友一個故事。”
3D printers
3D打印機
A tool that is proving incredibly useful in
bespoke manufacturing of the 21st Century is 3D printing.
It has nothing to do with traditional paper
printing.
Here, an object is made by stacking the
material layer by layer to obtain what in the cross section would look like the
French cake millefeuille, or baklava from a Middle Eastern bakery.
As designs first created online are fed
into the printer's electronic brain, and the machine's other appropriate
compartments are loaded with a necessary substance - plastic, metal or even
chocolate - it is possible to obtain finished products that have never been
screwed, stitched or glued together.
Now, there are companies that will print you a T-shirt, a mug, or a doorknob - but also artificial limbs and bones, architectural models, jewellery, bags and shoes.
在21世紀被證明是非常有用的一個預定製造工具是三維打印。
這已與傳統的紙質印刷無關。
在這裡，一個鋪設者將層層疊加的材料層製作出，裡面有很多層次看起來像法國的千層派蛋糕( millefeuille)，或是中東麵包店的果仁蜜餅。
當設計師首先在線上設計然後將設計品投向打印機的電子大腦，接著機器其他適當的部份劃分出必要的物件加載
– 譬如塑料，金屬甚至巧克力 - 得到的成品有可能從未以螺絲拴緊，縫製或粘在一起。
現在，也有企業將打印一件T卹，杯子，或者一個門把手給你 -人造的肢臂和骨骼，建築模型，珠寶首飾，提包和鞋子。
Modern 3D printers can produce mugs,
t-shirts and even chocolate
One of such firms is a Dutch design
company Freedom of Creation.
Its product manager Bram De Zwart believes
that 3D printing is revolutionising the way products are manufactured, distributed
and commercialised, at the same time integrating the bespoke experience into
our daily lives.
"Traditionally, products are much more
pushed into the market with a lot of different marketing activities, and it
leads to a lot of waste production," says Mr De Zwart.
"3D printing enables much more of a
pull distribution instead of push, so consumers can buy products that are
really tailored."
現代三維打印機可以生產杯子，T卹，甚至巧克力
現代三維打印機可以生產杯子，T卹，甚至巧克力
它的產品經理 De Zwart 認為，三維打印技術是革命性的，產品製造，分發和商業化。同時融入我們日常生活定制經驗的方式。
“傳統上，藉由很多不同的營銷活動，需更多促銷產品以推入市場，結果導致浪費大量產品”德茲瓦特先生說。
“三維打印技術能營造有利分配的方式而不是推銷，使消費者能買到真正量身定制的產品。”
Indeed, he adds, what could be easier than
choosing a highly complex design that has been done online and that could be
extremely tedious, time-consuming and in some cases even too difficult for a
traditional craftsman to produce - and getting it printed and then delivered to
you?
Another interesting development is home 3D
printing.
Same laws that govern plummeting prices and
rising power of the PC apply to 3D printers - they are becoming cheaper and
smaller, some costing under £1,000.
To use one, you either model your own 3D files or go online to a 3D-printing customisation website, choose what you like, and a 3D file will be automatically generated.
To use one, you either model your own 3D files or go online to a 3D-printing customisation website, choose what you like, and a 3D file will be automatically generated.
So maybe in a few years, we won't even have
to go to a store in search of uniqueness.
We will simply create it with a click of a
mouse and a 3D printer - right in our living room.
事實上，他補充說，有什麼可以比選擇一個在網上完成一個高度複雜的設計，並可能非常繁瑣，費時，甚至在某些情況下，傳統工藝師去生產的難度太大來的更容易
– 將它印製出，然後交付給你？
另一個有趣的發展是家庭三維打印。
相同的規律，管理價格暴跌和提升PC的能力以適用 3D打印機 - 它們變得更便宜和更小型，有些耗資 1000英鎊以下。
要使用一個，你要么用自己的3D文件，或去上一個三維印刷定制網站，選擇你喜歡的，則3D文件將自動生成。
因此，也許在短短幾年內，我們甚至不會去商店搜索獨特物品。
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