Concepts and Sorel Create the Caribou and Joan of Arctic Boots
The Concepts and Sorel collaboration produced a men’s and a women’s boot called Caribou and Joan of Arctic, respectively. Both come with alternate fleece lining and are waterproof.
Implications - One of the easiest and most effective ways a company can distinguish itself in a competitive marketplace is by creating familiar products that feature a radical design. By presenting a time-tested good with a new look, the company will draw attention from consumers who desire avant-garde designs, but familiar functionality.