PRODUCT discourse & MARKETING analysis

Synergy Marketing, Inc. is a nascent company, with the intention of marketing two simple and unique products that are trademarked, and for one of which, a provisional patent was filed. 

Our product brands are:

                                                           Pantyhose Run-Stop®

                                                           Fabrix Fray-Fixer™

Both products are derived from the same proprietary aqueous polyacrylate composition, which is a fixative as opposed to glue or adhesive formula, with the ability to permeate any textile, or even leather, and dry transparently-- thereby permanently securing the threads or fibers invisibly and impervious to washing out, without leaving the telltale and noticeable glob of adhesives or glue. 

The selling feature of the two products aside from the utilitarian nature of the ability to repair different textiles and materials, are adaptation of lip-gloss tubes or mascara tubes as convenient dispenser-applicator containers. They are compact and easily carried along with a woman's makeup items immediately available for when minor repairs of loose threads in hems, stitching, or small tears or holes in knitted materials including pantyhose and tights, is needed on the spot to rescue the articles from further unraveling.

These two items are difficult to classify, however a strong case could be easily made for them being notions. 

While they might fit into the sewing notions section, they differ from the most known adhesives under the Allene's products line, and several other lines including Beacon adhesives and glues, which are all alternatives for "fusing textile material" together rather than sewing. The comparison of a transparent fixative to glues or adhesives... would be analogous to comparing a hand-saw to a razor utility knife.  

Our unique composition, will not join seams or hold fabric together, however if the stitching holding the seam or the hem is compromised and beginning to unravel, Fabrix Fray-Fixer will secure and bond or "weld" the threads or fibers to each other-- and prevent any further unraveling.  It works superbly on fraying materials-- textiles, knits, and leather stitching in purses & handbags, shoes, belts, etc. 

The other specialty product, Pantyhose Run-Stop-- does exactly that-- if applied immediately, it stops runs progressing from a small snag, catch, or a small hole.   And it does so transparently and virtually unnoticeably in a sheer nylon textile that is meant to provide a translucent and  flawless appearance to a woman's legs., in which a glob of glue would absolutely be offensively noticeable. 

We have prepared an extensive dissertations on the topic of the pantyhose, tights, and nylons (stockings) industry and market, and it has unquestionably evolved and morphed, along the changes in textile and knitting technology, as well as the cultural and generational traits, influences and demographics.  Hosiery sales have either moved online, or to specialty stores. such as Wolford.  

The United States has become a more casual- athleisure-dressed society ober the past several decades , but sales of dresses, pumps, evening shoes, are still brisk, and will generally populate the windows of the displays in higher-end women's stores. 

 An impulse item or "must-have" in a retail merchandising environment has some of the following attributes:

• Price Points:  Inexpensive- usually $9.99 or less, however in some exceptional cases, less than  $12.99.  
   
• Consumer Product Needs Triggers  Instantly recognizable by receptive consumers visually  "scanning" merchandise for  a potentially handy and useful products   while in an active shopping buying mode
    
• Contingency purchases: Made with the anticipation of potential value and future usefulness,  relative to the low cost to purchase to have such product available when  needed.  
  
  As an example, a certain demographic of primarily women, will shop the  travel-sized section to acquire useful and inexpensive items to prepare for  weddings, or other events, and are continually scanning merchandise for utility value or anticipated future needs. Sometimes the search is based  on an immediate need or requirement, and a consumer needs only a small  amount or small container of a product to address the immediate need... i.e. Band-Aids, Q-tips or toothbrush/ toothpaste
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  Merchandising: Impulse  products are placed in areas where there will be the most traffic and product visibility-- when receptive  consumers are looking around and scanning products:
  
          1.  Check-out queues
           2. Travel-sized Sections
           3. Mini Must-Have's bins
           4. Clip-strips

• Synergy Marketing's two companion products Pantyhose Run-Stop, and Fabrix Fray Fixer, are prime examples of qualifying as a highly marketable impulse item
  
• Highly visible, distinctive   and eye-catching clear clamshell packaging design
  
• Low retail cost to consumer
  
• Self-explanatory packaging  product card presentation to explain benefits
  
• Demonstrated utilization  to a large universe/ demographic  of consumers
  
• In-house  production capability,  and ability to customize product card printing  for retailer branding/ private labeling at a minimal cost.

Discussion

• For instance,  the perception by the primary demographic of women who wear pantyhose for work or profession,  will anticipate a future need or application and see the absolute value in making the impulse decision to purchase the product. Additionally, parents who are continually buying new tights for their children in dance classes. While the Pantyhose Run-Stop features a double tube with two tinted colors for light (fleshtone) or dark for black hose, the Fabrix Fray Fixer is a clear formula that retails for $3 less ($6.99 vs. $9.99) so it would make sense to merchandise the two items side-by-side. The bridal market application is also a separate demographic. Also, the parallel market of garment repair, where the Fabrix Fray Fixer would not only replace traditional needle-and-thread repair, but also a superior alternative to a purchase 4 - 8 ounce bottles of fabric adhesives that (a) can't be carried, and (b) are inappropriate for small repairs in material due to its viscosity which dry in a noticeable globs or patches. Pantyhose Run-Stop  is potentially a useful and innovative item which could be indispensable to fashionable or professional women who wear hosiery:

• Impulse purchase based on emotional recognition:   Almost every woman universally has at  one time or another, experienced the aggravation, angst, or embarrassment of being perfectly dressed at an event, or professionally, and having the  nagging and confidence- shaking discomfort of knowing her stockings or  hose are run and unappealing! Suffering  such an event is a not a surprising or unexpected occurrence-- the  inescapable fate of snagging and running stockings.  The new sheerer varieties of pantyhose and tights are being marketed as  "run-resistant" using new knitting machinery, technologies and  more durable synthetic fibers (developed primarily by Lycra Corporation),  however such sheer pantyhose snag much, much easier, and result in  numerous small holes sizing in diameter from pencils. The Pantyhose Run-Stop can be used on  the smaller holes to prevent them from expanding to larger sized holes.
  
• Almost any woman will proffer  the exact same home-remedy suggestion-- clear nail polish-- a far inferior solution that looks horrible, ruins the hosiery, and is impossible to rip loose  from the skin! If a woman wears  hosiery and sees this product, she will most likely purchase it.
   
• Pantyhose Run-Stop  is specialty item for which there is a global market without any competitive product, however the name brand does not translate into  foreign branding.  A perfect retail impulse scenario, would be at high-traffic airport newsstands. Many flight attendants will occasionally  stop in to make a purchase of gum or snacks, and would probably make such  a purchase based on their negative experience with snagged tights, and anticipate a future need and benefit to them from the purchase. Ditto for other women  who are professionals, and wear hosiery. It is the highest traffic scenario.
    
• Pantyhose Run-Stop is  previously unknown product for which there has been an unquestionable  need-- for over a half a century by any woman who has ever worn pantyhose,  and suffered the inescapable fate of snagging and running them.  It is a superior alternative to the universally recognized and undesirable last-ditch rescue using clear nail  polish to stop the progressive run.. if and when a bottle of nail polish  is available.   

Optimal product placement to maximumize sales volume potential:

• Check-out queues
• A travel-sized item, or  Mini Must-Have bins or pegboards
• Placement in the  Sewing & Notions section for specific active searches
• Clip strips or hosiery  accessory (similar to  the bra accessories and fashion tapes) or women's hosiery or  underwear.

What these products are not

• Cosmetic or beauty products
• Apparel items (although it's associated with hosiery) 
• A fashion accessory
• A frivolous purchase or a fluff novelty

Is there a demonstrated need for these products ?

               ABSOLUTELY