"No Sweat" Color Socks

No Sweat Color Socks
Barbara Wendland
Idea Generation
– Most business professionals are required to wear business attire to work. Hosiery is a must, but when color socks are coordinated with their attire, the color dye in the socks can cause feet to sweat which can cause odor during warmer months and make feet feel cold during winter months. White cotton sock absorb moisture which makes feet feel comfortable..

Idea Screening: Using a “two color” sock would alleviate this problem. Creating a sock with a white cotton bottom which covers the toes and bottom of foot just to below the ankles, with a color sock for the remaining sock would keep the sock coordinated with the clothing but also keep feet from sweating.

There is a real need for this product – As footwear is required in all business environments, some type of hosiery is necessary. Color socks create sweat problems and not everyone is favorable to nylons.
Win: While socks are already on the market the competitive edge is that this type of sock is
not yet on the market.
Worth it – creating a sock that coordinates with clothing yet keeps feet fresh is a worthwhile product.

Concept Development
& Testing: This product provides an alternative way to keep your feet feeling fresh while at the same time coordinating with your business attire. To test this concept, the product would be set up in a mall type area which would let passers-by see the product and then answer some questions to see how they feel about the product.

Marketing Strategy.

The target market would be individuals who are required to wear business attire to work but would also benefit individuals who just like to color coordinate their socks with their attire and keep feet fresh. The socks would initially be created with the basic black, navy blue and brown color socks. Socks would be sold in all shops that currently sell socks. Once the product becomes more established, additional colors would be added.

Business Analysis:

The cost is minimal as this product is a minor adjustment of an already established product. As a “specialty” sock, the price could be set a little higher than current sock prices.

Product Development:

A prototype of this sock would be created using white cotton for the bottom half of the sock,
attached to a “lighter” material, color top half.

Test Market -

To test market the sock, a pair of the “No Sweat” socks will be packaged with color socks and “white” socks so they consumer can test them out. Once the consumer has had the opportunity to try the sock, they will then purchase packages of socks containing only the “No sweat” color socks.

Commercialization
– This product will be sold at all shops that current sell socks.