Brand opportunity: Kill the puffy coats!

Ever noticed that women hate puffy coats, regardless of their age?

This winter I have heard from several women that they would rather look good than be warm. Literally I have heard, "I will not wear puffy coats because they make me look fat!"

I have also heard the opposite - "I wear puffy coats and I don't give a **** whether they make me look fat."

Either way though, the worry about fatness is always there.

Even though the coat makes no difference, truthfully.

Nevertheless - there is a real opportunity for someone to come in and generate buzz around affordable, stylish, super-warm coats that are NOT PUFFY.

Good luck!

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