Problem being addressed by the Project:
Design-intensive industries play a vital role in the EU economy, since competition is based on high flexibility and rapid response to unpredictable demand, very often for small dimension lots of much customized goods, design goods are mainly produced by SMEs , which are the source of its animated creative ecosystem as well as its extreme fragmentation.
This fact is particularly critical if we consider the always increasing demand of customized goods by consumers from design offer of one side, especially considering the focus of EU manufactures on top and luxury segments. We have a market of high spending consumers eager of personalized goods, able to satisfy their specific personal needs on one side, facing an offer fragmented in hundreds of thousand SME manufacturers, which are not able to satisfy this specific personalization demand beyond their local territory and to grow because they have no access to consumer knowledge beyond their very local market. Morpheos faces the design and personalisation aspects that are related to the morphotype of the customers (i.e. their body shape and measures.)
Importance for the society:
Morpheos address the needs of EU creative manufacturers, consumers and creative web developers and entrepreneurs because its objective is the creation in EU of a centralized open ecosystem based on consumer morphology where creative industries can have access to knowledge about customers expectations and need (“customization knowledge” in the following) to enhance their creativity and design processes. This ecosystem will exploit the synergy expected by EC3 between actual KETs in consumer morphology and needs collection and application to break the silos and fragmentation of customization knowledge database.
Morpheos will challenge the domination of US web players who are able to manage consumer preferences and behaviour with databases at big data level, by the creation of a living ecosystem based on standardized morphology where SMEs can participate and exploit a centralized customisation knowledge, without renouncing to their peculiarity and cultural business model.
Overall objective:
The objective of Morpheos is to create in EU a centralized open ecosystem based on consumer morphology where creative industries can have access to knowledge about customers expectations and need (“customization knowledge” in the following) to enhance their creativity and design processes. This ecosystem will exploit the synergy expected by EC between actual KETs in consumer morphology and needs collection and application to break the silos and fragmentation of customization knowledge database
Conclusions of the action:
Now that the Project has finished, the objectives have been fulfilled, because all the components of the Morpheos ecosystem are available and working as expected. The tests carried out have shown a more than reasonable level of performance in both, the calculations of morphological data without physical try-on and also in the features and functionality provided to the established stakeholders (customers, vendors, designers, etc.). The Platform is up and running, ready to be introduced in the market, as it can be tested in the public website of the partner Piacenza, and the exploitation is fully available through contact with the partner i-Deal or the project coordinator.
