Bachelor of Applied Science (Textile Technology) 2014

Textile Product Development and Engineering

MANU1099

Assessment One and Two

P1 E-Tech suit
Sustainable auto race suit

Rachel McRae
S3381396

Contents:
1.1 Introduction.1
1.2 Consumer/new target market.2
1.3 Current market and competitors.4
2.1 Trends..7
2.2 Dominators9
2.3 Sustainability Credentials..10
2.4 Sustainability Credentials and Product Development Process ..11

1.1 Introduction

The biggest controversy in motor racing for 2014 is the FIAs decision to go
green for this years Formula 1 Grand Prix series, with the president of the FIA,
Max Moseley, claiming that in previous years Formula One has been
unsustainable. Their aim is to reduce fuel consumption by 35% by switching
the 2.4 litre V8s to 1.6 litre turbo-charged V6s. With this in mind I have decided
to take it one step further in converting racing to a more sustainable sport, by
developing a race suit that not only has the ultimate protection and safety
features for the drivers but also has little to no effect on the environment.

This particular suit will be a development of Alipinestars GP Tech Suit. Which is
currently a lightweight suit with multi-layer Nomex construction and is used
by Formula One drivers such as Daniel Ricciardo and Sebastian Vettel.

Over the past 20 years in the racing industry, there has been no major change in
the material production of racesuits. The majority of current fire -proof
racesuits are manufactured from a three layer Nomex construction. Although
this material is of high quality protection, the three layer construction increases
the weight of the suit and also produces more unnecessary waste than a suit with
a one layer construction. Another common material used is Fire-Resistant cotton,
however this material is cheaper, less protective and of lesser quality than
Nomex. My aim is to incorporate the Cradle to Cradle Philosophy into my
development by producing a high tech, fire-proof race suit using an blend of a
natural fibre, such as wool, and an eco-friendly fibre which can be reused and/or
recycled.

1.2 Consumer/new target market:

The current consumer is any racing driver that races any kind of car (eg:
Formula One, GT series, V8 Supercars) and need a fire resistant race suit in order
to participate in the race. Which is the majority of race drivers, excluding karts.
I am targeting my new product at serious drivers who need a suit that can last a
lifetime while also giving them the ultimate protection. Also a driver that is wary
of the impact racing can have on the environment and feels as if they have done
their part by buying a more sustainable, eco-friendly and recyclable suit. Im
also targeting drivers that suffer from heat stress, cramping and consistent
sweating as I intend to improve on the suits moisture management and wicking
properties.

There are some characteristics that define my new target market from the
current one including their concerns for the environment and the need and want
for a sustainable suit that will last its lifetime. The consumer wants loyalty to
their brand and a guarantee that they are getting the best value for their money.
They also want a suit that is not only fire resistant and lightweight but a suit that
has improved moisture wicking properties and is permeable so that the driver is
most comfortable while in the car.

The new consumer will be driven to purchase this new suit development, as it
will be made out of new sustainable materials ensuring minimal impact on the
environment making them feel like they are doing their bit for the earth. They
will also have the peace of mind that the suit will be recycled and given a second
life, ultimately reducing the waste going into landfill. The consumer will also be
urged to purchase this suit as it will be proven to be lighter, more fire resistant
and more permeable than current racesuits which ensures ultimate protection
and safety for the driver, which is what every driver believes is most important
in a race suit. As race suits are fairly expensive the new consumer will be
guaranteed a free mending warranty if any damages were to happen to the suit,
giving them peace of mind that they are getting value for money and once again
driving them to purchase the suit. The design and aesthetic appearance of the
suit will be unique and attractive so that the driver will get plenty of attention

from the crowd, the TV cameras and the photographers and publicity is exactly
what a driver needs to get noticed in the racing world.
Many brands promote that their suits are permeable, moisture absorbent and
have dry systems that absorb sweat and produce a cooling effect, however
most of the time these statements do not live up to their standards. Extensive
research and testing will be done on this new material, eliminating false
advertising and guaranteeing the consumer that they are getting exactly what
they pay for. The promised loyalty from Alpinestars given along side this race
suit will also drive the new consumer to purchase it.

Currently the consumers engage with brands through websites and magazines. A
lot of purchases are done online as some companies give the consumer the
choice of designing their own race suit to suit their style. In this new age, all
consumers can now engage with current brands through social media such as
Instagram, Facebook, Twitter and YouTube. They can also engage with brands at
race meetings and competitions through advertising banners, signs and
appealing badges on drivers suits. This means consumers will become
interested in other current brands when they see people or competitors wearing
suits with the brand names in visible areas on the race wear, especially when
seen on professional drivers. If a young prodigy driver sees their idol in an
Alpinestars suit there is no doubt that they will also want to wear an
Alpinestars suit. So a publicity image is definitely important when engaging a
consumer in the racing industry.

1.3 Current Market and Competitors.

Sparco is the leading brand in racing when it comes to high quality suits and
advanced technology. They have great designs and a wide range of suits at
various prices; $670 -$2,480. They are one step ahead of every other brand when
it comes to technology and the use of innovative fibres in their suits. After 20
years of using Nomex in race suits, Sparco is the first company to majorly change
the material production of race suits. Recently in 2014, Sparco released a new
technology called HoCoTex, which is short for HoneyComb Textile. It is called
this because of the honeycomb structure of the material, which is then injected
with over 60 thousand micro-cells to improve its fire resistant properties. It took
three years of development and research to produce this material but because of
this success Sparco has now opened a new era for the racing suit. This new
technology means that the suits are made from a single layer, not three layers
like traditional race suits, and ultimately makes it extremely lightweight and
more comfortable. The honeycomb technology also makes the suit three times
more breathable than a standard racing suit. This research on a new technology
makes Sparco our largest competitor. Sparco get a lot of success because they are
a lot more technologically advanced than other brands meaning they can
produce the best and the safest race suits on the market.

OMP is an Italian brand that got their fame when the famous Michael
Schumacher signed a contract to wear and promote their race wear. They are a
well, known quality brand however they have no unique technology or materials
used in their suits. OMP just use the standard three layer Nomex system for
their suits. On the other hand, they do have very appealing suit designs and a
wide range of colours without the price tag. OMP suits range from $450 -$1000.
They also got their name out by producing specially made race suits for the hit
movie Rush in 2013. OMP are successful as they have been around for a long
time and have grown a reputation as being a good quality, trustworthy brand.

Puma are big promoters of sustainability and show this through their Bring Me
Back program :

 By contributing products to the Bring Me Back program, we turn the cradle

to grave model upside down..with the Bring Me Back program, materials are
put back in the right place. This way, we dont steal form nature, but borrow. And
borrowing is a good thing PUMA website

Puma have a range called incycle products that are cradle to cradle certified and
can be processed into new products by breaking them down and recycling them
into new materials. Their aim is to use less raw materials to help eliminate waste
and to make their products with sustainable materials that offer a better life
cycle. This is the exact aim I wish to introduce to the new Alpinestars suits.
However, this idea does not apply to all racesuits Puma produce. Puma is a high
quality and trusted brand but their suit designs are very simple and limited
colours are used (red, blue, black and white). They are reasonably priced starting
at $740 and going up to $1790. Pumas success comes form their well known
name in a wide range of sports wear all over the world. They also get a lot of
publicity after sponsoring professional Formula One drivers such as Lewis
Hamilton and Nico Rosberg.

RPM racewear is an iconic Australian racewear brand and is the leader in
Australian Motorsport safety equipment and performance accessories. Their
suits are made from the traditional three layer Nomex and come in basic
colours and designs at competitive prices ($300-$1700). RPM racesuits are of
high quality and they are a trusted brand throughout Australia and around the
world. They claim their latest development, RPM XTech race suit, is one of the
most technically advanced suits ever released in global motor sports but in
reality their suits are not that much more technically advanced than the standard
fire-resistant race suit. RPM get a lot of success especially in Australia, because
locals always prefer to buy local. They are also a trusted brand and known for
having high quality suits.

FreeM is a brand that has recently been launched in Australia but originates from
Italy. This company allows consumers to design their own race suit giving them

a wide range of choice. FreeM have a unique and innovative style and their suits
are one of a kind meaning that the driver is more attractive to the media.

FreeM UKs Jonathan Walker.

They use brighter colours with more detail and patterning than other brands.
However, FreeM mainly specialise in karting suits, which are not fire-resistant.
Their motto is to create unique suits that stand out in the crowd and look apart
but without the designer prices. Prices range from $236 -$1000. FreeM is
successful because of their unique designs and range.

Developing a high tech, fire-resistant race suit that is not made out of Nomex is
definitely a segment of the market that is in its infancy. Apart from Sparco, no
company has made any change in their material production for over 20 years
meaning that the sustainable, technologically advanced race suit I am developing
will be a huge step ahead in the market. Ultimately this will make my
competitors vulnerable to my new product segment. Not only will my race suit
be sustainable and friendly to the environment it will also offer better protection
against fire and extreme heat while at the same time being extremely
comfortable, and what driver doesnt want to buy the race suit that offers the
best protection if an accident were to occur? This advancement will also make
my competitors vulnerable to my new product.

Overall this new sustainable race suit will be a huge step ahead in the market
and will attract a large segment of the market

2.1 Trends
The general trend at this particular time in auto racing is to have the lightest,
safest, aesthetically appealing and most technically advanced suit in the market.
Safety is most important as the driver needs to be protected from any accident
that would occur during a race. However, it is also important that the race suit
has the aesthetics to stand out in the crowd and draw attention to the driver. A
good driver needs to be noticed and this will be an significant factor when
developing the suit

In this era the trend is to have boot cuffs around the ankles that are slightly tight
against the skin. Older race suits and still some race suits today, just have a
straight up and down leg construction. This causes problems with the suits
ability to protect the driver from heat and burns. For example, if a fire were to
occur, extreme heat or even flames could get up the pant leg and onto the skin
because the fabric is not tightly secured around all parts of the suit. Hence why a
boot cuff is now an important trend in racesuits. It ensures better protection for
flame and heat in the event of a fire.

A fully floating arm construction is one of the latest trends in race suits and it
allows optimum movement and comfort for the driver. The construction consists
of a little pleat around the arm opening, made with a stretchable knit fabric, and
allows more movement in the shoulder and arm. This has become a significant
trend as it reduces tightness in the shoulder creating ease of movement when
changing gears and steering.
Having pre bent elbows and knees is also a major trend in the market as it is
ergonomically engineered for optimum fit in the driving position. As a drivers
position is to always have their knees and elbows bent for long periods of time,
having a pre bent construction in the suits reduces the amount of gathering in
those places making it more comfortable for the driver.
All drivers want to stand out in the crowd so having a unique, custom designed
and made suit would definitely appeal to the market and therefor be a major
trend in the industry. It is important for a driver to be attention seeking in order
to get in with the media, especially photographers and photographers are always
drawn to he most unique and most appealing objects in the bunch.
Also with the huge change in formula 1 this year to improve the economy of cars
many consumers in the market will be interested in a suit that is also good for
the environment. In all aspects of life people are becoming more aware of the
damage occurring in the environment so it is a big trend in a lot of markets to
create a more sustainable lifestyle.
These trends aim to make the driver more comfortable and safe whilst driving
and also enhance their performance on the track.

2.2 Dominators
A dominating event in the world today would be the push towards a more
sustainable and ecofriendly environment. Even the FIA have jumped on board by
changing the engines in the Formula 1 cars. This event is a huge inspiration for
my suit.
There are three companies in which are see are dominators in this market;
Sparco, FreeM and RPM Racewear. These dominators have provided inspiration
for me to create a successful race suit.
Sparco is technologically advanced in the market so I intend to follow their
footsteps in this aspect. Sparco have the latest technology in race in particular
their latest invention HoCoTex which has revolutionarily changed the market.
They have created the lightest, safest and most comfortable suit on the market to
today. I will be looking at topping that by also making the race suit sustainable
and from sustainable fibres leaving little to no impact on the environment.
FreeM is the most creative with their suit designs so I intend to draw my
inspiration from them. FreeMs designs are so modern and unique and make the
driver get noticed by the media. They use a wide range of colours including gold
which makes the suit seem more exclusive.
Finally there is RPM Racewear who are so successful because they are a
trustworthy, iconic Australian brand in the market. This suit will also be made in
Australia and is intended to give the same loyal service RMP Racewear give to
their customers.

2.3 Sustainability Credentials

To improve the sustainability of a race suit I anticipate to use a fibre named
Lenzing FR (Flame Resistant) which is made from the raw natural material of
wood. It has been used successfully for firefighters and soldiers in the US army.
This will be blended with a lightweight wool to improve its resistance to fire.

In comparison to Nomex, which is an Aramid fabric, the wood pulp in which
Lenzing FR is composed of is a more sustainable source. (in accordance to
apparel coalitions Materials Sustainability Index)
Also to improve sustainability waterless dyeing will be used in the
manufacturing process instead of the traditional drum dyeing. Using this method
will reduce water pollution.
Water usage is also already reduced, as race suits do not need to be washed
frequently and always need to be dry-cleaned


The packaging Alpinestars use now for their
suits are not very sustainable so for this line of
eco-friendly suits I have decided to package
them in biodegradable boxes. In this case not
only can the box biodegrade and can also be re-
used. This image is an example of the kind of
packaging Aplinestars has. As you can see a fair
amount of plastic is used.

Another idea to improve sustainability of this garment would be to incorporate a
recycle program such as Pumas Bring Me Back Program where suits can be
returned and re-used or broken down and recycle them into new material. This
way fewer materials would be used and waste can be eliminated. This way we
turn the cradle to grave concept into a continuous cradle-to-cradle cycle.

2.4 Product Development Process

The most effective Product Development Process to use for the race suit would
be the Spiral Product Development Process. This process ensures that the
garment is properly tested multiple times before it can be released into the
market. It is important that a race suit is tested over and over again because it is
what the driver relies on to protect him from any accident that were to occur,
especially a fire. This race suit will need to go through multiple testing stages
such as fire proof testing, abrasion resistant testing and durability testing.

References
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