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Create products with two Conflicting Benefits, Like Go-Tex's "reathability and waterproof", Drives Customer Loyalty



Go-Tex promises its markets that breathability and waterproof can be delivered through Go-Tex’s technological strength.
Category Marketing helps firm convince their target markets that their products can accomplish two seemingly conflicting benefits. This is an attempt to straddle two conflicting values or reconciling conflicting consumer goals and create best-of-both solution.

 Consider: Go-Tex which was able to overcome two seemingly conflicting image: Breath-ability and Waterproof. It promises its markets that breathability and waterproof can be delivered through Go-Tex’s technological strength.
Garments engineered with GORE-TEX® fabric are durably waterproof and windproof, combined with optimized breathability—enduring products that maximize protection and comfort for the wearer. Multiple fabrics and construction methods include insulated, non-insulated, etc.

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