Advertising Is Everything When Selling A Product?

In the late 1970’s 3-M Corporation launched the Thinsulate product on the market with a massive advertising campaign. This original product was advertised as a thin but very warm insulating medium for use in outerwear and gloves. Then they introduced Thinsulate Liteloft for use in sleeping bags. They advertised extensively the Liteloft product as well.

In the late 1970’s Gore brought their Gore-Tex product to the market again with a massive advertising campaign. They said their product was waterproof and breathable.

In the late 1980’s the Primaloft product came on to the market with a massive advertising campaign. They claimed that they had invented a synthetic down material.

In the early 1990’s the Outlast Company entered the market place with microencapsulation technology and developed a massive advertising campaign for their product.

As far as I am concerned the products marketed by these companies do not perform as they state in the literature that they publish in their advertising. But, they have kept up what in my opinion is a charade and of course there are always people who read the ads and ultimately believe the “hype” and buy into the product. These people then look for finished product made with these materials.

In the case of the waterproof breathable material many companies have since entered the market place with some form of fabric that they claim to perform as the Gore product does. I have to agree with them, as I believe the Gore product does not perform so by the admission of each of these companies; if the Gore product as I believe doesn’t work their product being equal also doesn’t work.

The Thinsulate products with the exception of what is sold to footwear market are for the most part gone from the market place especially the sleeping bag market. Why you ask, because the material never worked as an effective insulation.

Outlast started marketing their product as an insulating medium. It never proved any good but they continue to advertise the stuff as capable of changing from keeping you warm and then letting you get cool or just the opposite. It is hard to keep up with all of their claims.

What all of these companies have in common is that they started marketing their products to the outdoor industry and eventually moved into home furnishings or making fabrics or selling yarn companies their fiber or microencapsulated beads to mix with the yarns so bedding or socks could be made incorporating there material, not that these products will actually work better than they do without the addition of the additives. This has become very lucrative business and now a new comer as far as I know of the company that is doing the same thing. Massive advertising program!

This company that is new to me has one of the most outrageous products I have yet to read about. I quote here what they say about their product “The technology’s ability to influence the body’s management of temperature and humidity next to the skin to maintain an ideal {37.5 zone} of 37.5 percent relative humidity and 37.5 degrees Celsius core body temperature.” They further say and I quote “37.5 technology is designed to boost the performance of products — and the people who wear them. If our bodies expend less energy staying comfortable, that means more energy can be directed into activities we love.”

The name of the company is actually Cocona Company. They claim to have some form of insulation, but what it is, is a mystery to me. I always find it interesting that companies that develop insulations or what they think is insulation never bother contacting Wiggy’s, after all Wiggy’s is a substantial user of insulation. If in fact their product is what they say it is I would be a great candidate for them. This company is also working with companies that will incorporate their “fiber” I think into yarn that will be woven or knitted into fabric to make garments that will in some miraculous manner regulate the humidity next to your body.

Next spring and fall you will see garments made with fabrics that have this “fiber” incorporated into the yarns that were converted to fabrics and made into garments that promise to make the activities you love more lovable.

To really get a feel for the promises that all of the companies promise about how their materials will keep you warmer, cooler, sweating less, dryer, and who knows what else, you may have to buy them, of course in my opinion you will have wasted your money. Don’t forget that the price of the garment or bedding is higher because someone has to pay for these non-functioning additives again in my opinion.

There is so much misinformation or erroneous information that we are exposed to each and every day in all areas of lives what is the big deal if a few textile related companies do the same thing!!!!!!!!!!!!