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1a. Product Chosen
There are a few battery-powered electric jackets on the market today, but the downside of the stuff is most come with bulky heating insert with heavy batteries that are less than innovation. There is no denying that Columbia’s new electrically heated apparel will be accepted easily in the market, especially the countries which are sub-zero temperatures. The batteries included apparel rolls up the stage, and the feature of gear is a breakthrough in battery technology, not just a gimmicky. Omni-heat transmits from three pockets, one for each hand and an internal left chest pocket with hood (Hitchcock, 2010). The major part is the smart clothes will keep you warm, dry and toasty when winter time is coming.
b. Need it satisfies
As we know, system availability plays an important in real time moment. The Omni-Heat Thermal Electric jacket is nice and lightweight due to the polytechnic fill, it does warm like one (Hitchcock, 2010). This outdoor gear, kind of have incredible price around $850 for jacket and $450 for glove, but you will find both of them really fit people’s needs when you get to used that. Here is a point, the batteries, which are rechargeable via AC adapter or any USB port, are thicker than an iPhone but a little bit smaller in size (Montgomery, 2011).They provide comfortable heat across the back of the jacket as well as at the wrists. It is better way to keep body warm against chemical thermal’s patches.
c. Target market
It will be the most useful stuff when covering in snow and the coldness is penetrating the jacket. Those sophisticated players, such as who are really good at snowboarding, ski and other outdoor activities will feel worthy to purchase the apparel. Everything about the jacket feels durable and sturdy from the waterproof fabrication (Montgomery, 2011). In addition, the batteries that place on the right side waist keep our body into constant temperature and people will feel plenty toasty on the coldest days. The further improvement of the batteries that get a full day’s worth of heat if you just turn on the heat button while resting or on the chair lift when snowboarding (Hitchcock, 2010). People are really addicted on using hi-tech product that feel fussing when they find low battery, so the other important advancement for Columbia Omni-Heat product that will still function just the same, only with half as much battery life.
2a. Direct Competition
The “ActivHeat” will be the major competitor to Columbia Sportswear. Similar to the Omni-heat, both of them have battery-heated function that staying body warmth. Battery heated gloves and jackets are portable and easy to use, and will keep our hands warm in the cold. There are a couple choices in ActivHeat, because their products are sold in Brookstone , which seemed like a pretty good endorsement to customers (Scott, 2010) . What’s more, Brookstone sells a pair that has the batteries on the wristband. But since each glove needs three AAA batteries, that can get a little bulky; however, the price for the jacket and glove are cheaper than Omni-heat that depend on customers’ decision.
b. Indirect Competition
The indirect competition for Columbia is Uniqlo, which is the medium-end brand that with higher quality is popular in Asian market. They boost the elements of style that promote the latest product, so called heat-activating base layer. In fact, Heattech is one of their item that with their groundbreaking skill. Meanwhile, Heattech is the perfect marriage of Japanese technology that produce heat from moisture evaporating from your body ,which air pockets then store in the fibers to keep warmth on the skin without any layer (Anonymous, 2011). The Heattech range has been engineered with the same technology that raises the wearer’s body temperature by around one degree Celsius that stands for dress less but feel warmer and look better than ever. 3. Amount of Change in User’s Behavior
The dynamically continuous innovations will be change customers’ behavior when they wearing Omni-heat apparel. According to the article mentioned that in the American South, Columbia is the fishing brand rather than ski. The feature that gives it utility and provides breathability that has multiple uses (Siemers, 2012). Before trying that, there is no difference with the other outdoorsy products. Instead, you will recognize the design of waterproof and included batteries are the state-of-the-art skill in the marketplace. People do not afraid of going outside during the winter month, and the design of lightweight for the products create consumer more conveniences’ sake that change their life gradually.
4. Relative Advantage
Most important for this factor is the product should offer relative merit that surpasses other alternatives. The product has zip-in and three-point interchange system that provide three jackets in one. There is no doubt the product belong to high-end winter stuff and one of the benefits of the flexible product is that once the batteries are removed from the jacket, it can be washed and worn like any normal jacket without and hassle or concern (Montgomery, 2011). However, people doubt the quality in terms of the thinness of it, and immediately assumed would be cold and almost wanted to run back inside to get the other one on. In fact, it felt like was in an oven gradually and still can feel the heat staying in the jacket, seems like wearing a sleeping bag walking on the street (Hitchcock, 2010).
5. Observability of the Relative advantage
Refer to any means of perceiving, “Observability” use any one or more of five senses to feel that. Hitting the slopes wearing green, blue, red and other bright color will get you noticed as you ski downhill. Also, psychologically, those bright colors will help lighten the gloomy of winter (Harrop, 2010). In addition, color not merely a way to make sort of fashion statement on the slopes, but also many women want to be able to wear their ski fashions stuff to fit their shape who desire apparel that’s slimming. To be honest, it is about fashion and function with high-quality details and that is why customers have high brand loyalty with Columbia.
6. Complexity of the relative advantage
The factor of complexity may are related to a variety of aspect about the product. As we know, people tend to choose a product that’s easy-to-use rather than complex one. Also, should lower our perceived risk. The safety security for gear that the wiring is insulated in the product design, and battery was fused so that any malfunction would blow the fuse before irreparable damage occurred (Stern, 2010). If so, consumer should have nothing to worry about when wearing garments.
The description of the factor that the innovation should be compatible with consumer’s lifestyle, culture and value to meet their need and want. Omni-Heat deliver warmth and superior regulation of body temperature without added bulk that people will really be impressed with its feature and want to get that (Anonymous, 2010). In fact, most of equipment for ski which already existed in the market has no creativity, just sole and plain that hard to attract people purchase it. The lining of the Omni-heat jacket silvery and shiny that evokes strong feeling to people who are attempted to buy colorful one, such as high-end level women customers.
When the unknown product ready to show up in the marketplace would be face some challenges. The most commonly is people afraid to purchase if we cannot get experience prior to making a commitment. That is a true test that riding on the highway on your motorcycle when it is in the 30’s outside. People can turn on and off the heat with the touch of a button, and then adjust the level by pressing the backlit button (Murph, 2011).
When the button turns red, it means high level, then turns one more time will become yellow, which is medium level, and press again you will feel the low level. Hold the button for ten second, you will see the light of flash for three times, then turn it off automatically, but still heating your body (Anonymous, 2010). That’s say, our arms and back stayed mighty toasty and the jacket didn’t feel as heavy as we expected (Stern, 2010).
Conclusion about Rate of diffusion and market adoption
The Omni-Heat performs well as a regular jacket, stylish and comfortable, and offer innovative electric heat technology that still keep people feel cozy and pleasant even the temperature in sub-zero. The design also offers three process of setting of temperature that athletes do not overheat and keep extra core warmth. Refer to the factors that we mentioned above, we will know the Omni-heat apparel will speed up and people still have highly desire to purchase it, if the product will get a lot cheaper over the years. The adoption of usage would be increasing dramatically when the cold weather arrived.
Anonymous. (2010, October 14). [Web log message]. Retrieved from http://nyskiblog.com/forums/ Anonymous. (2011, November 08). http://www.guardian.co.uk/uniqlo-fashion-forward/uniqlo-heattech-winter-warmer. Guardian News and Media company, Retrieved from http://www.guardian.co.uk/uniqlo-fashion-forward/uniqlo-heattech-winter-warmer Hitchcock, S. (2010, December 21). Columbia omni-heat technology review [Online forum comment]. Retrieved from http://www.upadowna.org/gear/review/columbia-omni-heat-technology Harrop, J. (2010). Outdoor adventurers keep warm in brightly hued, form-fitting clothes .Retrieved from: