Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding, Retail Marketing.

Description: Stefan Olander, founder of the ‘gravity fitness’ brand Omorpho, on taking a counterintuitive approach to a multi-billion-dollar industry.


Date: Nov 07, 2022


Questions for discussion:

  • Who is the target market for this product category?
  • Have a look at the products presented on the company website and evaluate the appearance of the garments.
  • How would you go about expanding the target market?
  • Do you think this is a specialty product that would find acceptance by a larger audience?