April 01, 2014

Zip Sox

Description: Compression socks
Main Pitch: "[They] soothe and revitalize, giving you pep back in your step"
Main Offer: $12.99 for a pair
Bonus: 2nd pair (just pay a separate fee)
Marketer: Telebrands
Producer: Concepts TV
Website: www.ZipSox.com
Prediction: Unlikely to succeed

Are compression garments a category? Or are Ankle Genie (short form) and Tommie Copper (long form/short form) outliers? One thing is certain: Telebrands and its chief competitors are very busy trying to answer that question ... which is great for students of DRTV like me. In short order, we will reach the required number of attempts to apply my "one is an outlier, three is a category" rule.

As for this product, it strikes me as more of a deluxe version of Ankle Genie than a separate item. Unless Telebrands has a line extension planned (quite possible), they will run afoul of another of my rules: "There's only room for one" (even if you own the one).

No comments:

Post a Comment