Skyscrape GTM brain

category

market profile

• text: Thermal comfort across changing indoor and outdoor conditions is a product differentiation opportunity for apparel brands.
• text: Ralph Lauren used Skyscrape technology in Team USA's 2022 Winter Games opening ceremony apparel.

personas

• title: VP of apparel product innovation
  pains:

  • Static insulation can feel too warm indoors and insufficient outdoors.
  • New material concepts must become distinctive, manufacturable garments.
• title: Outerwear materials development director
  pains:

  • Adding powered heating introduces batteries, wiring and user maintenance.
  • A new insulation must fit garment design and factory processes.

icp

• text: Established outdoor, performance or premium apparel brands making insulated outerwear for varied climates.
• text: Brands with in-house material development and capacity to co-develop and launch a differentiated fabric application.

message pillars

• text: Insulation adapts as the temperature changes.
• text: The response does not require electronics.
• text: Create apparel for varied everyday conditions.

objections

• objection: Can the material be incorporated into production garments?
  response: Discuss material specifications, testing and manufacturing scale; the Ralph Lauren collaboration demonstrates a prior garment launch.
• objection: Will adaptive function add electronic parts?
  response: The company says the fabric structure drives the response without wires or sensors.

competitors

• name: Outlast
  why: Offers thermoregulating textile technology to apparel and other manufacturers.
• name: Flying Textile
  why: Offers an alternative active temperature-management system for garments.

influencers

• name: Brent Ridley
  why: Founder and CEO quoted explaining the yarn technology in Fast Company.

keywords

• temperature responsive fabric
• adaptive insulation textile
• thermoregulating outerwear materials
• smart insulation without battery
• temperature regulating fabric
• performance apparel materials

voice

• inventive
• practical and comfort-focused
• plainspoken technical

signals

• text: A performance brand announces a next-generation insulated outerwear line or textile innovation partnership.
• text: A product team is seeking passive thermal regulation to reduce dependence on powered clothing.

pricing

motion

channels

• brand partnerships
• press
• industry relationships

confidence

Founders

• name: Brent Ridley
  title: Founder
  role: Founder