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Totes, the only nationally recognized brand in the umbrella category,
found itself struggling in a commodity-like business and needed
to trade consumers up from $12 umbrellas to $20 umbrellas.
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A strategy was developed that convinced consumers there was
a more convenient way to carry a more expensive, durable full-size
umbrella around.
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The umbrella, which we named Small Wonder, was positioned as a sophisticated
fashion accessory for the demure woman and suave man not willing
to carry large unwieldy umbrellas.
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The message was imbued with an air of elegance and sophistication that
was completely absent from this category.
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All department stores in U.S. stocked both umbrellas. The umbrellas sold out in a few
weeks.
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Department store business rose over 30% in 1 year due to volume produced by sale of
both umbrellas.
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$20 umbrellas outsold $12 umbrellas for the first time in the history of the company.
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$20 umbrellas increased from 20% to 59% of total product mix.
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Small Wonder became the #1 selling umbrella that year despite its higher price.
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