A sports bandage manufacturer received feedback from athletes about humidity build-up and chafing issues in their products.
Market shares could be won by manufacturer implementing either (very) low cost materials or high-performance permeable fabrics.
A joint customer focus group study suggested that one of Tytex’s products would fit the bill of providing beneficial and client valued aerated features.
Tytex AirX® spacers were implemented as a substitute for neoprene products.
Products were repositioned on price, and branding was increased so as to support the market differentiation.
The bandage manufacturer gained access to a more lucrative market and was able to successfully raise prices by 20%.
Tytex subsequently revamped other bandage products for the manufacturer, now allowing moisture and air permeability throughout the assortment without compromising on 2-4 way stretch specifications.