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Slinky Scarfs


New Kiosk Craze?


EVERYONE REMEMBERS the big Snuggie craze that began in late 2008, which became a full blown phenomenon by 2009. The Snuggie eventually went on to sell millions, and it’s now the hope of, Eli Cohen, presi- dent of Slinky Scarf, that his new kiosk offering will become the Snuggie of 2011. “I fi rst saw the Slinky Scarf in China, and


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was intrigued by it,” Cohen says. “Here was a fashion product for women that could be worn a number of ways, yet was light and portable enough to be car- ried in a purse. It was genius,” he says. Cohen purchased one of the unique items, brought it back to the states, and began extensive market testing and rebranding to see how buyers might react. “We held some fo- cus groups and asked pointed questions,” he says. “We really dug down deep to see what con-


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March 2011 83


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