In response to Teah Caze’s post: Icebreaker.

I agree that the marketing strategy used by Jeremy Moon in promoting and selling his brand is innovative, and likely very effective. However, I would like to know how well Icebreaker’s performance apparel compares to products made by less environmentally conscious competitors such as Nike and UnderArmour. Of course, operating under such high ethical and manufacturing standards creates a very strong appeal for consumers looking for the most sustainable product available, but for those who don’t think of preserving the environment as a priority, a lower quality product would likely have no appeal. That being said, it is safe to assume that consumers who would consider purchasing this product value nature seeing as they use the product for outdoor activities.

Another factor that needs consideration when trying to determine the likeliness of Icebreaker becoming a successful product is their price difference relative to competitors. For the most part, companies that attempt to operate in an environmentally sustainable fashion have to increase their prices due to greater costs of production. This could be a significant factor in the decision making process of consumers; especially those who are indifferent when it comes to being eco-friendly. Unless the product offers significantly better, or different performance than it’s competitors, I think it’s not likely that they will be able to break through to consumers outside of their current target market.

All things considered, I think the marketing strategy of Icebreaker is a very smart one and will be successful in creating significant value among their target market.