When looking for a brand or product to read about, I came across a post about a new jacket that Nike had created. The detail that made me want to read more was the fact that the jacket could be inflated and deflated. At first I was confused on how that would keep you warm, but as I started reading I find a simple answer: you inflate the jacket to make it seem as though it is a puffer jacket and then deflate it to make it more like a windbreaker. So the more inflated the jacket the warmer it will keep you.
One main takeaway that I noticed was that the jacket is going to be worn by Winter Olympic medal winners when they stand on the podium. They are basically putting advertisements on the athletes. Since millions of people will be watching the games, they will see the jackets that the athletes are wearing and they will be interested and do their own research. They might even go buy the jacket themselves if they really like it. Another thing that stood out to me was the fact that Nike had been designing inflatable jackets for almost 20 years. It took them a long time to finally develop something that works how they imagined it. This gives me the idea that Nike is not going to back down when they have designs and products in mind. If it takes them 20 years or more to make it then so be it. Along with trying many different designs Nike also tested different ways to inflate the jacket itself. The three methods noted were through a straw, a hand pump, and through an app on your phone. The first point I mentioned is extremely important when it comes to adverstisement seeing as millions will see this jacket this winter season.
Overall, the value proposition of Nike is to create products that can work for everyone and anyone. With this jacket in mind, they wanted to make it so you didn't need many different jackets in your life just one that can be changed to fit your needs. They are mostly catering towards athletes as well, but again the products they sell are for everyone. Whether their buyers wear their shoes to run, their clothes to do yoga, or even some sweatpants to relax at home in, Nike is trying to make something for everyone.
Like I mentioned before Nike is using the marketing technique of showing off its new jacket at the Winter Olympics. They will get millions of people to view their product which is what every company who are selling something would want. And again they tried so many different designs before they were satisfied with their product and felt it was suitable to let buyers have.
A challenge that they ran into making this jacket was that they couldn't get the jacket to stay inflated for very long. It also took almost 7 minutes for the jacket to fully inflate. They would inflate the jacket right before showing it to executives so it wouldn't be deflated while presenting as the jacket would only stay inflated for about 30 minutes. However, they found a solution and you just need a small hand held electronic pump that takes only about 15 minutes to inflate.
What makes this jacket unique is obviously how you can inflate and deflate it. Puffer jackets have been around for a while, but typical puffer jackets are filled with down feathers/material, but not any that you can inflate yourself. That's what Nike did right is that they created something most people probably thought they'd never see. I do think this jacket appeals to certain buyer personas those being athletes and people who appreciate minimalism. When it comes to minimalism, like I've mentioned before, this jacket is practically every jacket a person would need so someone who only wants one jacket can get that.
I think their marketing approach was good. They're using their screentime to advertise to millions of people.
If I was the brand/product manager I would have tried to create many different designs for the product. A lot of people are not willing to buy a product if they don't like how it looks so it's important to have many different variations of one product whether that be color, fabric, or texture.
I learned that it's possible to have an inflatable jacket. That's not something I ever would have thought about before I read this article. I honestly think it's kind of cool how it works.
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