This paper discusses the marketing of panty hose to men as an alternative product usage strategy: Background, target marketing, product description, packaging, promotion, pricing and distribution.
Written in 1994; 2,475 words; 12 sources; $ 87.95
From the Paper:
"Manufacturers of panty hose have long recognized that there is a vast untapped market for their product: men seeking relief from wind and cold. However, panty hose manufacturers have been unable to tap directly into this market because of the stigma associated with men wearing what are considered women's undergarments. This research presents a strategy to openly market panty hose to men and take advantage of this opportunity.
Background of Alternative Product Usage
Stockings and panty hose are traditionally thought of as fashion accessories used by women. However, these products do have other uses which have been successfully marketed by niche companies. For example, medical supply companies make stockings that are used for therapeutic wear by both men and women to ... "
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