Although this article over on BusinessWeek appeared to me from the headline caption to be focused on marketing, it’s most definitely about design and innovation and is a nice read. From the report:

Beyond apparel, 3iYing is working with Smart Design, an industrial-design firm perhaps best known for its work on the OXO International line of household products.

In its 10 months, Dangelmaier’s young team has come up with radical ideas on how to design and sell everything from condoms and lingerie to food.

Such insights are invaluable to people like Smart Design’s Cuello. “These young girls are tackling serious subjects like feminine products, which have been traditionally designed and marketed by men at big corporations — [men] who don’t have a clue to the emotional needs of the customer,” says Cuello.

Sounds like 3iYing has their act together. But now in an effort to be “fair and balanced”, I have to say that my experience when our team hired Smart Design about five years ago wasn’t worth writing about. One thing for sure though: they appear to have hooked up with an excellent partner. Have to give them credit for that.