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.