What better way to conjure the 1980s, Taylor Swift probably thought, than by using a Polaroid picture of herself as an album cover. Inside the album are 13 more vintage-esque photos. You could say that Polaroid is having its moment. Again.
This time around the brand is resonating with a generation whose parents experienced the first boom in analog instant photography. And now the company is trying to sustain that interest with the Cube, an adorably tiny HD action-video camera priced at $99 for kids who can’t afford a GoPro (GPRO), which can cost two to four times as much.
“GoPro has done an incredible job building a new category in the digital imaging space,” says Polaroid Chief Executive Officer Scott Hardy. “But when we look at that market, we think it can be much bigger by not just targeting the professional and amateur and aspirational thrill-seekers but going after more of the lifestyle segments.” The Cube, which goes on sale today, is geared toward people who are more likely to strap a camera to the handlebars of their fixed-wheel bike than to swim with sharks.
Polaroid Cube: Going After GoPro With a $99 Action Camera – Businessweek.