Miguel Caballero: Marketing Strategy of Colombian Bulletproof Fashion Brand

Abstract

Miguel Caballero is the epitome of what can be called a ‘Fashionable Protective Wear’. The brand was named after its brainchild Miguel Caballero himself during the raging times in Columbia. Back in the 1990s specifically, the political beliefs were compartmentalized into different violent groups in the country. Miguel envisioned this as a fancy business opportunity with a little bit of trick up his sleeve. His idea was to add fashion and pliability to a category of apparel that was once deemed to have been nothing more than a baggy, ugly-looking and inconvenient piece of must wear; not to mention the noticeability of the clothing and how it magnified the ones wearing it even more to the eyes of the oppressor. Although it was part of a graduation project, yet it turned into a whole business model. This case discloses Miguel Caballero’s journey and evolution of the brand throughout the decades. The brand has now become a state-of-the-art enterprise with a global value chain, and it is also standing at the top of its industry because of its unique strategy execution of engagement marketing. The company is the trendsetter and holds a massive market share with distinguishing strategies which exemplifies a perfect paradigm of the contemporary business world.

Keywords

Colombia Miguel Caballero bulletproof clothing safety and security body armour engagement marketing

Introduction

Imagine a state full of violence, chaos and social unrest, a place where one has to sleep during the night, keeping one eye wide open. Fear prevails, and death is a common instance, whereas safety and security are alien. It is foolish to even consider that this state is typically divided to only two incompatible groups because the scenario is much worse. Not two but a combination of five to six conflicting groups were in conflict with each other. Be it the paramilitary groups, guerrilla forces, private assassins, couple of drug empires or even the army and security forces, everyone has had this one place to fight among, and that is Colombia. Colombia is one such place where starting from multiple homicides, assassinations, combat to massacre took place within a decade of worst years during the 1980s to the early 1990s. Safety was a primordial deficiency among the significant political figures, celebrities, media individuals and drug lords. During the era of Pablo Escobar, the most dangerous drug lord the world has ever seen, the Calis, the PEPEs and the clash between state agents and paramilitary groups, Bogotá, Colombia stands at the peak of its dark times in its history. All of these culminated in inspiring individuals such as Miguel Caballero to hit upon ideas on how better he could provide safety to different individuals in such situations with safe attires, also as low key as possible simultaneously. Desperate time calls for desperate measures!

Fear has always been a primitive and concealed emotion of every human being. Through physiological and emotional responses, this powerful feeling alerts us to remain careful from any danger and has therefore, helped generations to survive for years (Fritscher, 2020). Besides Colombia, in 2017, almost half a million people worldwide were killed in homicides, 89,000 were killed in active armed conflicts and 19,000 were killed in terrorist attacks. Crime, homicide, targeted attacks on women, police, journalists, migrants and brutality against children have become common, and regions such as the Middle East, North Africa, sub-Saharan Africa, Afghanistan, Nigeria, Syria, Iraq and Somalia are suffering the most (UN, 2020). Along with the head of the states, government officials, celebrities and military soldiers, and civilians who are living in these countries worldwide have become extremely concerned about their safety, and although they are searching protection through different ways such as security alarms, armed guards or firearms, wearing body armour or protective clothing has become the most effective solution for them in the contemporary era.

The Trend of Bulletproof Clothing Market

Body armour is a type of protective clothing that has the ability to absorb any projectiles shot to protect the body of the wearer. During the First and Second World Wars, the introduction of gunpowder artilleries made all the previous armours obsolete. Soldiers required increased protection along with comfort to move easily that led to further development of lighter protective armours to protect vulnerable parts of the body from head to toe. In later centuries, the invention of more sophisticated technologies and materials like Kevlar, Dyneema¹ or advanced ceramics led to the creation of more comfortable, lightweight body armours that were effective and strong enough to absorb the impact from advanced ammunition. Therefore, in the current era, wearing durable and lightweight bulletproof armour has become the new trend to protect the whole body from any harm. Usually, bulletproof clothing was required to be used only by the military, law enforcement, defence staff and security personnel under vulnerable conditions, but now they are also increasingly used by politicians, executives, celebrities and the general public as protection from violent attacks (Mansoor, 2019).

Some of the finest bulletproof clothing that is currently available in the world include Bazeza blazer, Baobabs vest, Barbarano jacket, Canaima jacket, Carcasone jacket, Caznac jacket, Gimmi vest and Padua jacket, Sangimi jacket, Talin vest, and so on (Dobson, 2016). Any bulletproof product produced by companies must be meticulously tested before selling to obtain a rating or a certificate by international agencies such as the National Institute of Justice (NIJ)² of the United States. Although obtaining a rating or certification from NIJ is a long and expensive process, it gives buyers more confidence by ensuring that the product is of a certain standard. However, there is little or no regulation on producers to obtain ratings from other organizations as well, but in that case, the quality is not well guaranteed like that of NIJ.

Despite wars being over, rising incidents of military aggressions, criminal activities and terrorism in many regions have become an opportunity for a handful of businesses to enter the market of bulletproof clothing and create large amounts of fortune by providing security to customers they are demanding for. The industry of bulletproof clothing is very profitable and is expanding day by day. According to a report of Global Bulletproof Clothing Market Outlook 2017–2030 published in 2020, it was found that the global bulletproof clothing market will expand at a rate of 5.4% during the period 2017–2030 and reach worth USD 5.8 billion by the end of 2030 due to technological advancements and huge government funding (Goldsteinresearch, 2020). In 2016, the defence sector alone contributed to 60% of the total revenue to the market, followed by lucrative niche markets such as civilian and elite segments. North America has the majority of market share among all other regions in the bulletproof jacket market, followed by Europe dominating with a market share of 28%. The report further stated that wearing fashionable bulletproof clothing has become the latest trend in the market; these clothing can be in the form of a vest, jacket, sleeve, helmet, face mask, gloves, individual panel and depending on the user’s requirement, can be hard or soft.

Miguel Caballero: Bulletproof Clothing

Background

Colombia is situated in the northern part of South America near the Caribbean Sea and the Northern Pacific Ocean. Along with natural disasters such as volcanic eruptions, earthquakes and droughts, the political and economic conditions of the country have been largely unstable due to long-term conflict among Revolutionary Armed Forces of Colombia (FARC),³ National Liberation Army (ELN),⁴ paramilitary groups and Colombian security forces. The conflict started as both FARC and ELN wanted to save Colombians from being oppressed and bring economic development to the country by establishing communism. Although FARC signed an agreement with the Colombian government to 2016 through which it promised to end the attacks once all the treaties are carried out, violence still persists as the government, FARC, ELN, criminal gangs and paramilitary forces continue to fight. As a result of such unrest and conflict, a large number of Colombian residents illegally move to nearby countries such as Venezuela, Ecuador and other Latin American (The World Factbook, 2018). According to a report of Colombia’s National Centre for Historical Memory, the continuous fight among FARC, ELN, government and paramilitary forces has led to the deaths of more than 220,000 Colombians, more than 80% of whom were unarmed civilians. A total of 40,787 members of the armed forces, paramilitary and rebel groups also got killed, and since 1958, around a quarter of a million Colombians lost lives in this combat, most of whom are innocent civilians (Al Jazeera, 2013). The lives of innocent Colombians, especially of trade unionists and human right activists, had been in a continuous state of fear and anxiety as paramilitaries increasingly took control of the state through government agencies, political parties and criminal gangs (Gill, 2008). Assassination, displacement, rampage became common, and the law enforcement system was of no use since it was extremely difficult to identify attackers from non-attackers. For these reasons, crime became widespread in this part of Latin America and thus, using bulletproof apparels and equipment have been the only option for people living in such a perilous region.

Inception of Miguel Caballero

Miguel Caballero is a Colombian clothing brand that produces stylish ballistic resistant body armour. The company has been named according to its owner and chief executive, Colombian businessman Miguel Caballero who formed it with a vision to develop protective yet fashionable and innovative clothing armour. According to an exclusive interview given to The New Yorker, the business idea first came to Caballero when he was a student of Business Administration at the University of Los Andes, Bogotá, Colombia. One day, he surprisingly observed that the bulletproof vests worn by security guards are heavy, inflexible and not at all fashionable. In 1992, Caballero and his friend decided to design bullet-resistant clothing that will be a blend of fashion, safety and comfort and can be worn under regular garments to have the highest level of protection against gunfire. Therefore, under that context, this business idea was completely relevant and lucrative for this young entrepreneur. The first leather bulletproof jacket that was produced by Caballero by using leather hides weighed around 15 to 16 pounds, and through several years of rigorous improvement, the products gradually achieved the benchmark of fashion, durability and comfort. Such development of product required considerable investment in technology, materials and time for which his wife, Carolina Ballesteros, also got involved enthusiastically in the business, helping in expansion of stores, distribution centres, boutique shops, promoting the company’s high-end garments and serving handful of esteemed buyers of the organization (Owen, 2011).

In 1995, Miguel Caballero produced the first demining suits with the help of the Colombian National Army and started operating with tenders outside Colombia in 1998. It is the first Latin American organization to comply with the NIJ 0101.04 standard in 1996 and meet the NIJ 0101.06 certification in 2001. In 2006, the first boutique line was opened in Mexico, and production started in the factory in 2009. From 2008, the company started operating internationally in Russia, the Middle East and currently has branches in Colombia, Mexico, the United States, Guatemala, South Africa and Peru. With a slogan of ‘Your courage is our inspiration’, the company has been featured in several popular newspapers such as CNN, BBC, The New York Times, The Telegraph and Financial Times. Even documentaries have been made and telecasted on The History Channel, Discovery Channel on this brand that soon became credible to customers. Initially, only kings, politicians, business executives, royal family members and celebrities were the prime clients of the business, but gradually, as the company started getting more recognition, people from various professions and countries became the company’s valuable customers in order to safeguard themselves from any violent attack (Miguel Caballero, 2018).

Miguel Caballero Products

Miguel Caballero initially focused on a niche market segment, selling bulletproof dress for security only to high-profile customers. According to Porter (1985), no firm can become successful by trying to sell products to all customers; rather, selling unique products of high quality, innovative design and positive brand image to a particular group of customers can help the company to earn a high amount of profit. The company has, therefore, been able to gain a competitive advantage for many years following this differentiation focus strategy. In 2005, the company’s sale was around USD7 million to business executives, political leaders, undercover agents and to celebrities who wanted the highest safety and comfort (Miguel Caballero, 2018). The company’s clientele includes some of the most esteemed personalities such as King Felipe of Spain, King Abdullah of Jordan, actor Stephen Seagal, president of Venezuela Hugo Chávez, Barack Obama and many more who contribute to the business’s USD 4.5 million annual earning (Sherwell & Harrison, 2008). Caballero even admitted selling bulletproof threads to leaders of Jordan, Thailand, El Salvador, Guatemala, Honduras, Paraguay, Panama and Malaysia.

The company, headquartered in Bogotá, specializes in producing ballistic resistant clothing lines, which include jackets, vests, suits, sweaters, polo shirts, T-shirts and so on for males, females and providing protective solutions through innovative equipment. As can be seen in Figure 1, the vests and jackets come in both styles for male and female and in several stylish attributes such as the Gimmi vest, Dolny jacket, Sangimi jacket and so on. All the products are able to resist bullets from 9 mm, .44 Magnum, .40 S&W, .45 ACP, .50 AE, 5.56, 7.62 mm NATO, 6.8 mm SPC and .50 calibre weapons (Miguel Caballero, 2018) and have been divided into five categories according to the company’s website: Black, MC4-G, S33, Turer and Gold. The Black line consists of exclusive bulletproof vests, jackets, capes, armour T-shirts for both male and female and a portfolio made of fine Italian leather and ballistic plates. Under the MC4-G line, the company supplies items such as bulletproof suitcases, backpacks, helmets and fashionable external and internal vests for private security companies who are the company’s clients. The products under the Gold line includes armour jackets, hoodies, safari vests and T-shirts, ballistic resistant belts, plates and even backpacks for children, which are of a high standard for ensuring best safeguard. The S33 category has been developed to serve the military, law enforcement and special assignment under the government sector with high quality, exceptional bulletproof vests, helmets, plates, shields, suits and even armours for motorboats and helicopters. Lastly, the Turer consists of armours and equipment for motorcycles, although the Turer has recently been excluded from the website. This is the first Colombian organization to receive 11 prestigious certifications from NIJ and from European Community, along with several others international certifications; at the same time, the products go through several steps of rigorous tests to ensure that they meet the right quality standard to provide the best service to the customers.

Figure 1.

Source: Miguel Caballero (2020).

Price of Fashionable Safety

The price of the products has been high and continuously rising as demand is increasing day by day; for example, the price of the company’s patented popular tank top starts from USD 577, jackets from USD 1317, T-shirts from USD 59 (MC Armor, 2020). Nevertheless, this popular brand never faced a drop in market share since its high-quality products, specialized staff, attractive market strategies and exceptional positive brand image have been its greatest strengths. Since violence in Colombia slowly declined, Caballero emphasized on diversifying the business to other regions of the world and started developing products for civilians since they are also demanding security. One of the features of the brand is that the cost of the products is way too high, and mostly, it is hard for any average income individual to afford any of these. Where the starting price begins at USD 495, it is easy to articulate the nature of its price list. Most of their best-selling products are from the Black section and the prices go something like this without any sale or discount tag (price shown in Table 1).

Table 1.

Price List of the Most Popular Products of Miguel Caballero

Products	Price (USD)
BALLISTIC removable insert level IIIA	250
The PERFECT tank top	577
FEMALE PERFECT tank top	689
FEMALE perfect tank top with sides	799
The PERFECT tank top with sides protection	849
KEOPS armor vest	1,216
STELLAR armor jacket—level IIIA	1,317
CANAIMA jacket	4,194
BARBARANO jacket	4,503

Source: Miguel Caballero (2020).

What truly makes Miguel Caballero’s apparels unique is the fusion of security, fashion and comfort in one fabric. Caballero revealed that the products of his company are produced from a mixture of nylon and polyester that is much more flexible, light and thin than the heavy original Kevlar typically used in manufacturing bulletproof items. Therefore, such items are not at all bulky or uncomfortable. At the same time, he also ensured this raw material could resist both bullets and sharp objects to provide the best protection to the wearer. Many times, apart from protection from gun bullets, many people such as prison guards also want safety from being stabbed by sharp objects such as knives. Although a knife does not move at high speed like a bullet, but since it hits a small area, the impact can be deep enough to pierce the material. As a result, the company’s apparels are very strong, comfortable and lightweight enough to be worn under regular garments and, at the same time, discrete to be identified by shooters. One of the recent features that they added was the option of thermo-regulators to better control the temperature in specific weather. Popular items under the company include bulletproof three-button blazer, V-neck wool sweater, Nehru vest (for clients in the subcontinent), polo shirt and camouflage hunting clothes to protect hunters (Owen, 2011). One of the company’s signature items is the bulletproof tank top that was worn by Carolina Ballesteros during the shooting in a promotional video. The most basic model of this item weighs only about 2.4 pounds and is flexible enough to be subtly worn under regular garments to give protection against .38-calibre, .22-calibre and 9-millimetre bullets. Bulletproof kimono and bible covers have also been produced and sold by the company, which can be used as a shield by priests against gunshots during extreme conditions (Wyss, 2017).

People’s Contemporary Need and Taste

The company of Miguel Caballero has become a brand that is coping with the ever-changing appetite of people who are in need of utmost safety as low key or fashionable as possible. Either way, the company and its products stand on a solid ground where customization and renovation prevail. The crafting of the brand instituted from the deadly aspect of the Columbian culture where many of the biggest drug lords, mafias, political squads and other underground business individuals thrive. Columbia is, in fact, known pretty well for this trait around the world. Thus, the idea of safety came into focus. Almost every bit of high-profile personnel living there and conducting their own business needed saving and they looked for the ultimate protection without being too exposed as an obvious target. The business of Miguel, later on, expanded its markets to North America as the need for safety grew and the tension among political and non-political dignitaries grew larger. Other than the customer base in these two large continents, Miguel’s customer ranges to most other royals, presidents, VIPs, celebrities and political embodiments around the globe. These individuals, who are excruciatingly aware of their public image, are the ones with the refined taste, even in the form of safety attire. One of its prominent and consistent customers is the former president of United States Barak Obama, his wife, Michelle Obama, His Royal Highness Felipe VI of Spain and His Majesty the King of the Hashemite Kingdom of Jordan. India has recently become a large part of its customer station by collaboration with ‘itsMyTime’. However, not all products are available in India. Mostly lifesaving protective trench coats, sweaters, leather jackets, vests, suits and sports were made available, and only very recently level II protection guards against a 357 magnum round and all 9-mm bullets from handguns including machine guns such as Uzi, Mac10, MP5 and Scorpio were offered in the Indian market. Aside from these attires, which mostly serve the necessity, Miguel Caballero products in India hardly put the effort in providing their stylish products as the demand there is not much pivotal. Europe, contrarily, has become potentially a much bigger market for Miguel in recent years. There is a more important note to be considered here, that bulletproof fashion does not come cheap. Thus, the question serves, who are the customers lining up to purchase this stylish form of security then? Miguel Caballero includes world leaders, especially from South America and the Middle East, his significant clientele, as well as international business bigwigs. Haider says 85% of his business comes from government employees, including members of the Army, Department of State, Air Force and Marine Corps. ‘There is a decent portion of commercial and private clients as well’, he says, ‘which includes foreign dignitaries, oil executives, and regular citizens looking for covert protection’. He estimates that half his customers are also gun owners (Greenwood, 2017).

Placement of Channels

Miguel Caballero operates its channels in both a corporal manner and online. Twenty-five years ago, the company started its business in Bogotá, Columbia, and now it has become the market and industry leader in the ballistic protective attire. With a motive to save lives more than prioritizing its peak position, Miguel manufactures and distributes its products in a socially responsible way. Along with only 25 official distributors in South America, Miguel administered the products to the potential and regular customers who fit the bigger picture and could also afford the luxury. One of the biggest challenges Miguel faced is to get rid of the sole idea of the legality of buying a safety product. People tend to believe that buying or owning bulletproof clothing might not be legal, or it might take a longer waiting period to receive or grant permission to purchase these products or it might also become a reason to give the sellers some sort of background check of the customers. Over the years, Miguel came across this challenge by opening official stores to the nesting place of climax. One of these is the Caballero USA, which is an official distributor of the company’s apparel line in the United States. US customers may purchase Miguel Caballero products directly from the Miami office. Usually, these exclusive products are required in places where violence sparks over, which rather plummeted in Columbia but skyrocketed around the world instead. To cater to this, Miguel Caballero came up with its highly sophisticated and accessible website where the virtual purchase can be performed easily from anywhere.

Promotional Feature

The company is active in different social media platforms such as Facebook, Instagram and has two well-designed websites in English and Spanish language to showcase all the products under specific categories. A lot of customers mentioned in its Facebook page state that although the products are quite expensive to be afforded by people earning an average income, the company has knowledgeable employees, great customer service and is extremely customer-focused. Besides connecting a bridge between its clientele and the brand through a digital engagement platform, Miguel Caballero hatched a league for its client base in a prospectus way to strengthen the brand’s relationship with its customers.

Promotional Strategies

The bulletproof clothing industry has a wild variation of brands grappling with each other, and it has become harder than ever to stay at the peak of the game. Nonetheless, Miguel Caballero’s strategies to project his company’s product has been truly remarkable and shocking at the same time. Miguel has reinstated the idea of ‘Engagement Marketing’ through its one of a kind club. Heeding to the concept of such strategy, it points to the idea of engaging customers in an activity usually relevant to the brand concept. This usually keeps the clients glued to the brand as they feel a certain sort of attachment towards the brand because of the engaging activities; therefore, it leads to a much more meaningful interaction necessary for sustainable customer relationship management for the brand. This turns out to be more effective if the brand engagement activity is atypical and sporadic, something to be remembered for as it puts an unforgettable impression on the clients. The question now is that what is the exact extremity of such a club and how it is breaking the clutter. Miguel Caballero has closely shot more than 500 volunteers, including his wife, Ballesteros, wearing the company’s bulletproof vest since 1993 in order to show off the effectiveness and quality of the apparels. A lot of journalists, businesspersons, salespersons and even celebrities such as illusionist David Blaine have taken up the challenge several times from Caballero who is boldly confident about the standard of his product. After being shot successfully, volunteers can proudly enter MC’s ‘I was shot’ club, which lists their name and video clip of shooting (Miguel Caballero, 2020). Caballero shot the mother of his children twice within nine years. Even though she was completely uninjured, Caballero agreed that he felt extremely nervous to shoot his wife and said he would never repeat this act in the future. However, as they opened their clothing line in Miami, USA, and wanted to expand the market, this promotional video of Carolina Ballesteros being shot was recorded and broadcasted in several US newspapers as well as in social media as part of the marketing strategy to receive more attention from customers (Wyss, 2017). In spite of the fact that after being shot the garment can no longer be used, this unique act has made Caballero a celebrity in the bulletproof clothing industry. Not to mention that it is now a sort of a privilege for its clients to be a part of this club regardless the underlying nerve-wrecking feature of getting shot.

Expanded Market Operation

Both Caballero and Carolina Ballesteros have found their US market located in Miami under the label MC Armour has been exceptionally profitable ever since they opened the store in 2017. Apart from the wars with Afghanistan and Iraq, mass and public shootings, gun homicides, accidental shootings, criminal activities and domestic violence have largely increased in the country. According to America’s Centers for Disease Control and Prevention (CDC) 2017 report, there have been 39,773 deaths from gun-related injuries, with three quarters of all the murders and half of all suicides being committed through firearms. Murders using guns rose by 32% between 2014 and 2017, and suicides through guns rose each year between 2006 and 2017 (Gramlich, 2019). The highest rate of gun fatalities was found in Alaska, Alabama, Louisiana, Montana, Missouri, Mississippi and Arkansas (Gramlich, 2019). With fear deeply terrorizing society, private businesses and the general public are heavily purchasing protective armours to remain safe. Large investment in defence by the federal government has been one of the major sources of revenue for this industry. Besides, sales of bulletproof armour in gun shops by general citizens have increased since people now want to ensure their security. Along with adults, schoolchildren are also at risk since multiple numbers of terrible shootings took place in schools such as that of Sandy Hook Elementary School in Newtown, Connecticut, where six teachers and 20 children were killed. In fact, about 13% of cases, the FBI does not have data on the weapon used. By removing these cases from the overall total of gun deaths in the United States, the proportion of gun-related killings rises to 73% of homicides. This rate is lesser than 10% in Australia and the UK. A few US states have banned assault-style weapons, which were totally restricted for a decade until 2004. However, most murders caused by guns involve handguns, according to FBI data (America’s gun culture, BBC NEWS, 2019). MC Armour therefore developed specific clothing lines both for adults and children to ensure their safety. Tank tops, T-shirts, safety vests, uniforms and bulletproof backpacks with a bullet-resistant material sewn inside the bag were introduced in the store in order to save residents from any harm (Schumann, 2013). According to US law, any adult (who is not a convicted felon) is allowed to purchase and wear bulletproof armour for safety in almost all the states (Body Armor Laws, 2020). With four out of ten people owning a gun, 48% of the population growing up in a household with guns and a considerable number of gun shops operating in the country, firearms and violence have become an integrated part of US culture (Igielnik & Brown, 2017). As a result, these items can be easily sold to customers without many restrictions and Ballesteros is hoping to bring more new products, especially for children and women in the company’s largest market to guarantee security amidst such violence and uncertainty.

The Competition

As terror is accelerating day by day, so is the fashion industry evolving rapidly to conquer this fear. Apart from Miguel Caballero, there are few more bulletproof clothing companies that have been in the industry for many years, are quite renowned and are deeply visionary in capturing market share by expanding their business worldwide. Bulletproof apparel producers which are currently the key players in the world market include VestGuard UK, Imperial Armor, Black Hawk, Aspetto Inc., E.L. Dupont DE Nemours & Co., US Armor, Engarde, Guardian Gear, Bullet Blocker and so on. There is a wild variation in these brands and their product prices. Here is an illustration of some of their popular product prices:

Table 2 shows a price comparison among Miguel Caballero’s competitor brands. The rivalry is, without doubt, incredibly tense as the prices almost collide except for Miguel Caballero. Miguel products are comparatively more costly than the others in the market. With a stylish jacket costing around a thousand dollar and other products around the same price even more in some other exclusive products, it is certain that Miguel Caballero stays at the top of its market game with an advantage of price over its high-end customers.

Table 2.

Price Comparison Among Popular Bulletproof Clothing Brands

Bulletproof Clothing Brands	Apparel Item	Price Per Unit (USD)
VestGuard UK	Ultima Jacket	116.45
Bullet Blocker	Bullet Blocker NIJ IIIA Bulletproof Flight Jacket	880.00
Miguel Caballero	STELLAR Armor Jacket—Level IIIA	1,317
EnGrade	Bullet Blocker Level IIIA Lightweight Bulletproof Flight Jacket	879.99
Guardian Gear	Flight Jacket	529.99
Aspetto Inc.	Venezia Grey brown Windowpane	324.99
Imperial Armor	Padded Parker Jacket	506.00
BlackHawk	Tactical Waterproof Jacket	191.95

Source: Company Websites (2020).

Aspetto Inc.

Aspetto Inc. manufactures customized professional clothing and bulletproof apparels. Located in Fredericksburg, Virginia, the company holds mainly two sections: apparels and military. Aspetto has a partnership with some of the world’s leading ballistic material producers which are incorporated in their custom-made business suits to provide highly protective yet fashionable ballistic resistant apparels. Currently, they are intensely focused on tailoring personalized phenomenal business suits that are affordable and also of the finest quality. Under the apparel line, the main objective is to provide protective formal business attire for men along with excellent customer service where the price starts from USD 249 and can be up to USD 325. Under the defence line, the company provides high-performance protective solutions, military aviation protection, armoured vehicles, cyber and IT security and logistic services to the US military, international law enforcement teams and private companies (Aspetto.com, 2019). Due to frequent mass shootings and rampages in different regions of the US, both Haider and Davis receive lots of requests from business executives, politicians, foreign dignitaries and even civilians who look out for affordable bullet-resistant safety apparels (German, 2018). The company’s main aim is, therefore, not only to provide lightweight ballistic armour to people, but also a valuable piece of item that is neatly woven with care to save the precious life of the clients.

Bullet Blocker

Bullet Blocker is an American company located in Massachusetts that was started by Joe Curran in 2007. Curran was the father of two schoolchildren who desperately wanted his children’s safety from any mass school shootings, and he created the first bulletproof backpack for students under this organization, known as ‘My Child’s Pack’. Utilizing his valuable experience gained from training as a ranger in the US army, from being a deputy sheriff and firearms instructor, Curran designed this bulletproof backpack that earned massive credibility and appreciation from several consumers. After that, the company has expanded to produce several types of bullet-resistant dresses and equipment such as bulletproof clothing, vests, inserts and panels, tactical gear, briefcase, bags, backpacks and customized ballistic resistant furniture. The collection also includes bulletproof products for women and exclusive designer items that are fashionable and at the same time safe for being used under gun violence.

VestGuard UK

This British organization focuses on supplying resistant items and safety equipment for personal and vehicle protection. It serves around 8,000 client bases in 50 countries globally. Supplying individual protective items, professional advice and comprehensive safety solutions for the customers have been the main aim of this UK-based organization. Products include body armours, plate carriers, ballistic helmets, sheets, blankets, gloves and even personal defence spray. VestGuard UK was a prominent brand during the war between Afghanistan and Iraq and was responsible for supplying 160,000 safety items by winning a contract of over USD 100 million. The main factory is based in the north of the UK, with a manufacturing capacity of around 4,000 units of body armour and hard armour plate kits per month. It even has the capability to stretch production to meet large amounts of order in a short span of time and allows customers to apply for an export licence agreement and to recycle the products to be more sustainable in the long run. Furthermore, the safety advice and information regarding the protective equipment provided by the company’s expert team are effective and clear to meet the preferences of individual clients (VestGuard.co.uk, 2019). Therefore, VestGuard UK working with esteemed clients such as the UK government, NATO, United Nations and OSCE is undoubtedly a potential competitor of Miguel Caballero in this industry.

Imperial Armor

Imperial Armor is a gender-empowered organization that specializes in providing fully customized personal protective solutions. It was established in 2000 by Louisa Garland-Els, winner of the eighth top woman awards at Durban, South Africa. The brand gained massive support and credibility from esteemed clients such as Chubb, ADT, G4S and GHQ. Currently, the organization is operating in Durban, Johannesburg, Cape Town and Dubai, with further plans to expand internationally. Exclusive high-standard protective armours and equipment are manufactured in the factory of Durban and are exported to 75 countries such as Zambia, Nigeria, Jordan, Lebanon, Kuwait, the Middle East and so on (Sesalos Media, 2020). The company heavily invests in research and development to supply the most standard innovative safety materials to various clients, including police, military, anti-riot, marine, fire emergency and rescue personnel on time for ensuring their ultimate safeguard (Imperial Armor, 2020).

SWOT Analysis of Brands

‘SWOT analysis is a simple but powerful tool for sizing up an organization’s resource capabilities and deficiencies, its market opportunities, and the external threats to its future’ (Thompson et al., 2007, p. 97). Here, Miguel Caballero has a tough crowd to compete with in terms of being constant at the peak of its market for a long sustainable time. Being the trendsetter does not ensure Miguel’s crown in the future. Table 3 shows certain weaknesses and threats which also should be taken under consideration to tackle any forthcoming challenges in the industry, such as the current pandemic of COVID-19 and the aftermath effects of the crippled economy on the business.

Table 3.

SWOT Analysis of Different Brands

Brands	Strengths	Weaknesses	Opportunities	Threats
Miguel Caballero	• Trendsetter • Reliability and validity • Rare texture of clothing • High brand acceptance	• Above average rejection rate from NIJ • Causing health hazards	• Rise of violence and tension globally • Growing young alert male population • Gender and age inclusiveness	• New entrants • Global pandemic • People’s misconception towards buying bulletproof clothing
Aspetto Inc.	• Customization • Partnership with leading material producers • Exceeds the testing standards of NIJ • Excellent customer service	• Lack of variety of product line • Visibility of the obvious safety features • Outdated design and catalogue	• New entrant • Already has a non-bulletproof clothing line • Offering Personalization • Lowering product prices	• Focuses on Italian market only • Lack of proper promotional strategies and diversity
Bullet Blocker	• Unique brand Proposition • Positive brand image • Locally available in the United States	• Manufacture conducting in China • Ineffective design and outcome of safety issues • Discomfort in clothing design	• Cost efficiency generating more revenue • New entrant • Inclusiveness of women and children	• Chinese assembly of products will vouch for lower quality • High product price
VestGuard UK	• Maintains long-term CRM • Provides consultation • High productivity and time efficiency	• Highly expensive products • No light-wear available • Discomfort in usage	• Partnership with govt, NATO, UN, OSCE • Strategizing to recycle their products • High exposure globally	• Meets collective needs rather than individual needs • Lack of promotional activities resulting in less global exposure
Imperial Armor	• Gender empowered brand	• Lack of promotional strategy • No proper online identity and no well-designed website	• Invests heavily on R&D department • On a quest to perform globally	• Prime focus is on the Middle Eastern countries

Source: Company Websites (2020).

Setbacks and Challenges

Along with ample scope of earning a profit, there are substantial challenges of operating in this industry. First, Miguel Caballero has to be careful enough to investigate the background of clients before any formal purchase or delivery of an order is made to mitigate the risk of selling to bad people like criminal or terrorist groups and thus avoid losing reputation. For this reason, all his manufactured garments include a label with the purchaser’s name so that even if it goes to wrong hands, it can be tracked and recalled from the customer (Owen, 2011). Second, another challenge that has been stated before is any bulletproof item produced commercially must be able to meet several ratings and certifications from international agencies like NIJ before they can be sold to clients. NIJ established its body armour compliance testing programme in 1978 that is recognized worldwide to ensure that body armour made for law enforcement officers comply with minimum performance requirements such as NIJ Standard 0101.06.

Currently, around 87 manufacturers from 19 countries across the world send their samples of body armour to NIJ-approved laboratory situated in the United States and pay to conduct the ballistic testing. Between 2009 and 2018, a total of 1,194 armour models were submitted for testing, out of which only 582 met the compliance, 315 failed the ballistic testing and further 50 were not up to the standard due to several other issues such as poor construction, inability to meet independent testing and so on (Greene, 2018). Third, often wearing a bulletproof vest or ballistic protective armour for a long time can lead to several heat-strain injuries, such as dehydration, heat exhaustion, heat cramps and stroke in hot-humid temperatures. As the clothing creates a barrier in proper heat dissipation from the body, sweat can get trapped inside and reduce the amount of heat transfer. Due to this imbalance in heat production and evaporation, body temperature increases, and injuries or deaths can even occur (Pyke et al., 2015; Wickwire et al., 2007). Therefore, apart from maintaining the standard, several physiological and safety parameters must also be adhered to in order to verify that these garments allow coolness, comfort and safety for the wearer. Although Caballero’s products meet these certain criteria, complying with these benchmarks are extremely expensive, time-consuming and difficult to fulfil since these are continuously changing over time.

Despite all these hurdles, many new companies have started to introduce bulletproof clothing lines under their brand, such as Canadian clothing brand Garrison Bespoke indicating that there are potential threats from new entrants in the market (Garrison Bespoke, 2020). This gives rise to another debate that several bulletproof clothing manufacturing companies are now popping up in the market to make money out of people’s fear. Instead of reinforcing any country’s laws and regulations to alleviate violence and crime, only buying and using bulletproof clothing is not the solution for safety. Such criticisms are a major challenge to be overcome by companies such as Miguel Caballero. Carolina Ballesteros defended such criticism by saying that it is not really about fear; it is the desire for remaining protected along with being stylish that is the main driving force to operate such companies (Riviera et al., 2018). Moreover, according to Damian Ross, owner of a self-defence training company, violence nowadays has no socioeconomic boundary and can take place in any part of the world. Although a lot of people, especially young educated males, nowadays remain very alert of danger, yet unavoidable threats might often arise for which wearing bulletproof clothing has become their reliable logical choice of self-defence. Even a lot of gun owners opt for wearing such clothing since, logically, they need protection while dealing with firearms. Hence, to sum up, it can be said that it is crucial for Miguel Caballero to upgrade the products and process to ensure the brand can maintain its market position. Furthermore, he must continue to formulate phenomenal strategies for this reputed venture in order to sustainably survive in this competitive market.

Moving Forward

According to the Human Rights Watch report 2019, conflict in Colombia has worsened since the signing of the peace deal with FARC in 2016 (Human Rights Watch, 2020). Injuries and mass displacements leading to deaths have greatly increased, affecting a lot of civilians, and the government has yet to take further initiatives to solve the problem. Moreover, in the United States and in other parts of the world, violence and the number of deaths have been increasing at an alarming rate as children, women and minority groups are suffering more. Considering the current scenario, as bloodshed is increasing, the demand for bulletproof clothing as a solution will also continue to rise. Miguel Caballero has been one of the most well-known brands that are serving diverse clients through specific attires around the world for more than 25 years. ‘My greatest satisfaction is not earning business, it’s saving lives’, Caballero told Reuters in 2016. There may not be any possible world war or any other war nearby but what is always imminent is the probability of losing lives by means of other causes. Miguel’s ideas not only ensure such tragedy does not take place in people’s lives, but also people can have a sense of being a part of a community or a symbol. Miguel Caballero, ‘the Armani of Bulletproof Clothing’ as what the brand has been labelled as for standing out in the industry so far, and it is hoped for it to thrive even in the distant future as well. Albeit several challenges and difficulties, Miguel Caballero has been successfully leading this organization and can utilize these further opportunities to become the leader in the market of bulletproof clothing.

Footnotes

Declaration of Conflicting Interests

The authors declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.

Funding

The authors received financial support from InterResearch, Dhaka, Bangladesh for the research, authorship and/or publication of this article.

Notes

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