Vollebak, the clothing company that made a jacket out of graphene and a T-shirt out of carbon fiber normally used in jet engines and sports cars, has come out with its most ambitious garment yet: a coat made of microbe-destroying copper.
The Full Metal Jacket, which retails at a whopping $1,095, is designed to take advantage of copper’s antimicrobial properties. Copper has been shown to kill bacteria and viruses; a recent study found that it inactivated the novel coronavirus within four hours. The company sees the Full Metal Jacket as the first step toward creating disease-resistant clothing.
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Discussion Questions:
- What is product positioning?
- How is Volleback positioning this product?
- What is pricing? Why is pricing an important marketing function?
- How do you think the brand established a price point for the new jacket?
- In your opinion, will this jacket be popular with consumers? Why or why not?