I know my big concern when I am preparing to enter a watercraft is whether the life-preservers are sufficiently cute enough. Now I can boat easily with 'The Lifejacket.'
Designed by Fraser Reekie, The Lifejacket is geared to look more like a piece of sporting apparel, rather then a piece of lifesaving equipment. Gone are the straps and awful orange color; in are zippers and something that could pass as an outdoorsy style vest.
Implications - Today's consumer is no longer interested in pieces that play one purpose. Further, the mass concern for health and well being is at an all-time high, as mass breakouts of diseases like SARS or the bird flue have increased paranoia. Thus, products that combine everyday function with health concerns will fare well with consumers.
Stats for Fashionable Lifesavers
Trending: Older & Chilly
Research: 2,875 clicks in 311 w
Interest: 4 minutes
Concept: The Lifejacket
Related: 51 examples / 39 photos
Segment: Females, 18-55
Comparison Set: 19 similar articles, including: bubbled backpacks, extreme snow pod racers, and large laced jackets.
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