In an article for the Wall Street Journal, Anjali Athavaley recently described why it is so hard to design an umbrella that won't collapse or flip inside out. It's not that companies aren't trying - they are experimenting with space-age materials, testing umbrellas in high-tech wind tunnels and even consulting experts in aerodynamics to find a "perfect" umbrella that doesn't flip inside out on a particularly gusty day. Any incremental improvements, of course, come with costs.
Once you get to the $20 price point for an umbrella, there does appear to be some improvement in umbrella performance, and at the $100 price point, you can build a superior canopy-style umbrella. However, the problem (from the perspective of umbrella manufacturers) is that consumers are only willing to plunk down $6 for a cheap throwaway umbrella. Once you get to the $100 price point, the size of the umbrella becomes so enormous that it's completely impractical for anyone other than golfers.
To read the full, original article click on this link: The Umbrella Problem: Time for Business Model Innovation? | Futurelab – An international marketing strategy consultancy
Author:Dominic Basulto
