Will They Pay? · Issue 02 · Outdoor jackets

Shoppers pay for the tech they can see.

The simplest-looking jackets ranked last. The one that showed its tech ranked first.

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Inside the full report
  1. They use the tech, but pay for the look
  2. Hidden tech gets no credit
  3. Warmth beats waterproofing at +$10
  4. What we’d test for your brand

Plus who we asked, and all 12 jackets we tested.

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