It's an interesting business proposition and positioning.
The temperature matched clothing idea is not that far fetched. When I was working for Sugoi a few years working our expo booth at the Boston, Chicago and NYC marathons, far and away the #1 question that everyone was asking( and there were tens of thousands of people at these expos) was, what do we reccomend that people wear on race day? The more crazy or variable the weather forcasts were for marathon race day, the more often we got the question. Strange that people would train for 6 months or so, but then have no idea of what to wear on race day. Anyway, we started mounting a chalk-board in our booth, with the weather forcast, as best we could predict based on the local foecasts, and then have a Sugoi Reccomends . . . . . . suggestion of what people would wear.
The technical clothing business is pretty tough to break into these days. Everyone is using reasonably good fabrics and has solid designs. Some companies do lead with cutting edge style and designs, but eventually it is the basics that sell the most. I did notice today at lunch as I was roaming around Winners, that the market must be a bit over supplied with technical apparel. They were blowing out addidas, Reebok, Kappa and Nike Technical T's for $14.99 and $19.99!!
Fleck
Steve Fleck @stevefleck | Blog