Americans Warm to the Snuggie

I can think of a few reasons why the Snuggie is selling, both at its own website and at retailers like Walgreens:

1. It's cheap: Let's face it, buying two for 19.95 (plus S&H) is a deal, and even at the single price of 14.95 at Walgreens, it still represents a value.

2. It's a new idea: Sure, it may be nothing more than a robe worn backwards, but somebody had to think of it, right?

3. It's trend-right: The cocooning trend was already alive and well when the Snuggie was launched, and the trend has only been magnified by the recession.

Put all of these issues together, and they still don't explain why the Snuggie has become a household word. Sometimes a tacky infomercial can cause a lightning strike in terms of popular culture ("I've fallen, and I can't get up") and this is one of those times.

Richard Seesel, Principal, Retailing In Focus LLC

The Snuggie's success is directly related to its well-executed direct response and TV advertising campaign. That's not to say that all DR and TV advertising works. However, this campaign hit all the right buttons; emotion, seasonality, simplicity, timeliness, appeals to mostly a female audience, affordable luxury, etc.

And in addition, the Snuggie became momentous with all the jokes from the late night comedians, and that's really a good thing for this type of item. As Seen On TV takes on a whole new meaning.

David Biernbaum, Senior Marketing and Business Development Consultant, David Biernbaum Associates

Having seen the commercial for the Snuggie for the first and last time last night, the whole thing amazes me. Great that the company can make zillions off this, but the whole thing doesn't speak well for the field of marketing. The rest of what I was going to say has been edited by the diligent editors at RetailWire.

Al McClain, CEO, Founder, RetailWire.com

The Snuggie makes consumers feel warm and comfortable. During a time when most of the news is bad, stock portfolios are diving, retirement nest eggs are disappearing and the cost of health care is soaring, the warm hug and feel of a Snuggie is an affordable feel-good item. No wonder it's selling.

Max Goldberg, Founding Partner, The Radical Clarity Group

The only thing the Snuggie people haven't done--and I'm not sure if this is a good thing or a bad thing--is get involved in embracing the free TV publicity they've been getting off of Leno and DeGeneres. In their shoes, I would've sent Leno and his crew free Snuggies, customized for the Tonight Show, especially after weeks of running jokes about the product. The reason why I'm not sure if that's a good idea or bad idea is because so far everything that has built up around the brand has been fan created. If the company wades in, it might reduce the "legitimacy" of some of the creations because it's no longer that spontaneous, genuine response of consumers. No matter what, Snuggie is a clear case of how to benefit by letting consumers go crazy about the brand without trying to control every word or image.

The key question for Snuggie is--what do you do with all this fan love? Do you proliferate the brand in an attempt to maintain the engagement and enthusiasm? A lot of brands get taken down by trying to prolong the moment. Or do you let it fade away as all fads do, while trying to find the next unrelated thing that might catch the pop culture fancy? Can lightning strike twice?

Nikki Baird, Managing Partner, RSR Research

Bargain basement priced comfort.

Bernice Hurst, Contributing Editor, RetailWire

Right product at the right time. When people are turning down their heat to avoid high utility bills, and they see this toasty warm alternative advertised, it's appealing. Normally cynical and immune to infomercials, I almost ordered it myself--2 Snuggies AND a clip-on book light for 19.95? It looked so cozy on the woman and the little girl, but so dorky on the men. This is not a product for men to wear who want to retain any shred of masculine dignity. That's probably why they didn't hire Billy Mays to hawk it (Thank you, Snuggie people!). I disagree with those who say it's a robe worn backwards. It's much bigger and longer and covers all of you, unlike a robe. I saw it Boscov's and it's a pretty flimsy fleece material. It would be warm, but I don't know how long it would hold up to washings.

My question is how long before they extend the brand to sell pet snuggies for you dog or cat?

'Janpor'

Some could say that part of the success of this product is due to the fact that people want to feel warm and secure in these tough times. And on some subconscious level, this does it. Having the help of media buzz and celebrity mention doesn't hurt either.

The real question is, how many of these will sell next winter.

Marc Gordon, President, Fourword Marketing

Takes a proven winner in oversized fleece blankets, solves the problem of keeping it snuggled around you, drives volume with an appealing price, clean color story--what's not to like??? It's simply excellent item development and marketing.

Ted Hurlbut, Principal, Hurlbut & Associates

I decided to try a Snuggie for outdoor stargazing and indoor stargazing (via TV while ensconced in a Barcalounger). But, the reviews I read online suggested that they were lightweight and not long enough for a tall person like me. Instead, I ordered a "Slanket," which is heavier, much longer, and can be had in black (unlike the Snuggie). It's great, and goes through the wash with good results. And on cold mornings before the car heater warms up, you can wear it to drive! Another brand out there, the Freedom Blanket, is supposed to have a pocket for your feet--a good feature that I intend to incorporate in my Slanket because of its extreme length.

So here I am, going on and on about a silly fad that I happen to find fascinating not only from a business point of view but for personal comfort and versatility. Perhaps that's why the category--not just the Snuggie--is resonating and is successful at retail. Going forward, Snuggie should co-opt their competitors by offering brand extensions such as versions that are longer, heavier, include foot pockets, and are available in more colors. Following that, can slippers or attached hoods be far behind?

M. Jericho Banks PhD, President, CEO, Forensic Marketing LLC

It's been a cold tough winter, and people are looking for fun ideas that don't cost a lot. The ads are hokey but they offer benefits that sound appealing. It doesn't matter if people really use the product as depicted in the ad--it's a great idea and it makes you feel warm and wrapped up snugly--what we all need these days.

The price point of the Snuggie and the frequency of the ads makes it affordable and memorable. The fad is wonderful and fun, and the creativity of the event organizers is great! Hopefully the manufacturer is taking advantage of all the youth hype, and helping generate additional clubs, celebrations, sharing of ideas, and purchases!

Eva A. May, President, Español Marketing & Communications, Inc.

Consumers turn the heat down to save on heating costs; the Snuggie is an inexpensive way to wrap up, stay warm, and still use your arms. Why wouldn't it sell?

Camille P. Schuster, Ph.D., President, Global Collaborations, Inc.