Marketing Currents - Business and Marketing Current Events

This $1K copper jacket is designed to kill viruses and bacteria (MC)


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:

  1. What is product positioning?
  2. How is Volleback positioning this product?
  3. What is pricing? Why is pricing an important marketing function?
  4. How do you think the brand established a price point for the new jacket?
  5. In your opinion, will this jacket be popular with consumers? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.