"No Sweat. No Pinch. No Stink".
Innovation Opportunities Are Everywhere
A couple of years ago, Duluth Trading Company, a clothing brand with no retail stores, existing as a web-only business began television advertising of its work pants, men's underwear briefs and other items. Their animated and quirkily humorous commercials were compellingly distinctive and their business has grown substantially. Here's an article that describes DTC's successful advertising approach. http://www.jsonline.com/story/money/business/2016/08/27/duluth-trading-ads-win-eyeballs/89372924/ . While the aforementioned piece deservedly gives much of the credit for the firm's success to its distinctive advertising, I think it underplays the fact that the commercials entertainingly told great product stories. Here is a spot featuring the key product benefits for its men's underwear: "No sweat, no pinch, no stink."
Who would have thought that a brand could create, much less tell, a compelling product story about men's underwear, a product that has seemingly existed forever? Yet that is precisely what DTC did by smartly addressing unmet customer needs.
Untuckit is another company that has created a brand dedicated to meeting a consumer desire for men's dress shirts that look good untucked, a previously untapped opportunity. http://www.untuckit.com/collections/men?gclid=CI_x0Z-MydACFQkyaQods3kOew
Mack Weldon is a successful line of high performance men's basics, some featuring innovative, odor fighting, antimicrobial fibers. http://www.cnbc.com/2016/10/04/start-up-mack-weldon-sells-socks-that-dont-stink-and-is-making-millions.html . Also see: https://www.mackweldon.com/c/about
I encourage you to take the time to uncover consumer dissatisfiers and untapped needs. Then design new product benefits and reap the rewards...or you can always wait until someone else does it first, including folks like Duluth Trading Company, that you may not have even knew existed.
Hypochlorous Acid Technology Update: We are preparing a Letter of Intent for purposes of transacting a license/supply deal involving our HOCl technology (featured in this newsletter a few weeks ago). We continue to entertain license/supply inquiries for this robust technology.
"Connecting You With The Right Solutions" BFS Innovations, Inc.