March 18, 2014

Therma Sleek

Description: A thermal shirt
Main Pitch: "Keeps you warm without bulky layers"
Main Offer: $19.95 for one in black or white
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Monte-Brooks
Prediction: On the fence

Only slimming undergarments appear to be a sure thing on DRTV. There have also been a few successes with undergarments that 'conceal cracks' (i.e. Ontel's Cami Secret and Allstar's Trendy Top), but a quick review shows more of these have been misses (e.g. Classy Covers, Classy Collar, Cayla's Cami).

This projects tests a new idea -- thermal undergarments -- and attempts to give the old "long johns" shirt a fashion upgrade. I suppose it could also be viewed as a poor person's Under Armour, but the marketing team wisely avoided the sports angle with this one (something the copper-garment people should have done as well).

From a 'problem solved' standpoint, the idea isn't terrible. Among men, the segment who work outdoors is fairly large. And women are always cold (indoors or out). That said, there is a definite seasonality here that is of concern, and I'm not convinced other solutions (e.g. the lowly zippered fleece) aren't sufficient to the need.

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