Finally, innovation in a staid product category with patent-protected higher margins for a retailer or manufacturer

 Moda Products set out to use design principles to innovate in established high-volume product categories.  One result is a fresh look at the clothes hanger, a staple in storage departments of retailers, that looks and performs great.

 The Entire-Outfit Garment Hanger organizes and holds an entire change of clothes on a single hanger.  The Moda hanger accommodates a complete three-piece suit, a cocktail dress, or the most delicate sweater while not sagging, twisting or breaking.

 What to Look For: The upper bridge is perfect for scarves, ties, or belts, while the dual handy-hooks on each side are capable of hanging spaghetti straps, slips and muscle shirts.  Shoulder saver, shown below, spreads the weight so clothes are not pulled out of shape.  For an online demonstration of loading the hanger for men and women’s clothing, click here  (modaproducts.com).

Market Segments:  The Moda hanger caters to the needs of several market categories, including the very important closet organization segment, gym-goers, uniform wearers, and frequent travelers. 

 Now Police, Security, Fire and Armed Forces personnel can securely put their extra uniform or dress uniform on one hanger and keep their clothes looking great.  The Moda Entire-Outfit Garment Hanger works in most garment bags.

Hospitals and Laboratories can sterilize these hangers to prevent spread of infection and for use by immune suppressed patients.  May be used in manufacturing clean rooms.

Recommended Retail Pricing: $4.99 to $6.99 for a two-pack

Packaging:  Two Packs, Six Packs, custom options.  4c/1c recycled cardboard wrapped through the upper bridge and around the base of the triangle and glued closed.  Adobe file available to view package graphics which highlight advantages.

 Aviation Strength: The designer utilized aviation engineering principles to identify stress points so they could be reinforced with “I-Beams”.  This allows several garments to be hung on one hanger without breaking, while still being light.  The aluminum hanger will hold 30 pounds and the plastic hanger will hold 15 pounds. 

 These are the strongest hangers available on the market.  The Moda hangers can accommodate the heaviest leather trench coats.  They will not bend or crack under the weight of a complete set of winter clothes like conventional plastic or wire hangers.

Material & Color Options: Cast Aluminum, Clear & White Polycarbonate Plastic (to look good in designer closets) or Custom colors.  Recyclable.

 Accessories: Cascading (closet) Space Saver, Shoulder Saver (less fabric stretching)

 Market Analysis Summary:  California State University Fullertonstudents under the guidance of Professor Chinrajeev Kohli, PhD. did a five-week long market research using consumer focus groups to investigate the consumer appeal of the design.  

 Focus group findings on the Entire-Outfit Garment Hanger:

1. It’s visually appealing
2. Its multipurpose functions are unique and not currently available
3. Its construction is better then the current selections on the market.
4. Its price was right because of the performance the hangs provides.  Willing to pay up to $6.99 for a set of two.
5. Product has a unisex appeal
6. Accessories are now available to create a complete system for the hanger.

Several participants observed that it needs to be marketed well in order for people to appreciate the quality and uniqueness of these hangers.

 The study recommended distribution through the following retail chains:

•  The Container Store
• Target
• Bed Bath and Beyond
• Chick’s Sporting Goods
• Closet organizing companies
• Cruise ship shops
• Hotel shops
• Luggage companies

Promotional Potential:  Back-to-college specials; Veterans Day offer for all in uniform; Father’s day; Prom & Wedding season; in-store video demonstration; live-in store demonstrations; check-out up-sell for clothing buyers with spiffs for cashiers; “Design Makes Life Better” advertising; “Made in USA” Labor Day sales.

Intellectual Property Protection: Patent protection means that its owner gets a sustainable competitive advantage and its pricing will not be undercut by competitors.  So pricing can reflect the perceived value of the product. 

 Moda Products was awarded U.S. patent 7,118,014 on a set of garment hangers which took 4 years to develop from inception through design, engineering, proto-typing, manufacturability analysis, tooling, package development and patent approval.  The patent expires in 2024, which is 14 more years.  They are patented to be manufactured out of either aluminum or plastic. 

The patent examiner was skeptical that there could be any new inventions in garment hangers, but the designer made a personal demonstration of how the features of his hanger extended and improved performance over existing hanger designs and convinced the examiner to issue the patent.

Beauty and Form: Its shape is pleasing and won’t wrinkle the clothes.  Every detail adds to the appeal of the overall silhouette.

 Production Schedule: The hangar tooling is ready for production in USA (Shoulder Save and Cascading Space Saver tooling yet to be made), so production could be ramped up quickly.  The existing tooling is good for one million hangers per tool.  The Shoulder Save can be molded onto the hanger in future tooling.

Buyer Decision Needed: An expression of interest in the Entire-Outfit Garment Hanger by a national discount retailer has created an opportunity for a brand, manufacturing representative or manufacturer to move large volumes through this retail chain, home shopping networks and online.   

 Our client is seeking to sell the all rights to the patent, packaging, and website and associated assets including tooling, to a hanger manufacturer or a brand with a contract manufacturing supply chain.  Asking price: $50,000 plus NPV of 5% royalties.

 Call Clyde Hanson (612) 418-1192 for more information.