For $44, you can look like a hardcore biker chick and keep your feet dry!
It doesn't have to be raining to pull out a stylish pair of wellies!
Implications - Consumers are continually looking for ways to express their individuality. Products that become too ubiquitous in the marketplace are perceived of as bad by consumers who consider themselves hipper than most. By offering the same functional product with a slight variation, companies can engage with these consumers in a meaningful manner.