January 15, 2015

Zip Knee

Description: A knee wrap
Main Pitch: "The new compression knee wrap that easily zips into place"
Main Offer: $10 for one
Bonus: 2nd one (just pay a separate fee)
Marketer: Telebrands
Watch the spot

A logical attempt to turn the 2014 hit Ankle Genie into a line, this project may become a victim of bad timing. Since Ankle Genie first tested in the fall of 2013, there has been an explosion of copper garments in the marketplace. Today, Tristar's Copper Wear has a knee product, IdeaVillage's Copper Fit has a knee product and, of course, Tommie Copper has a knee product. With all of them vying for consumer dollars, it's hard to imagine a non-copper competitor winning out.

S7 Analysis: I've already mentioned my concerns about the market being too crowded for a new entry, but it was a different S7 criterion that put me "on the fence" when Ankle Genie (then Ankle Angel) came out. I thought perhaps the product was targeted too narrowly toward seniors. That didn't seem to matter. Interestingly, targeting may end up being a way for this product to compete. If the copper knee wraps, which are being marketed toward fitness enthusiasts, don't appeal to seniors for some reason, that may create an opening.

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