You probably don't actually own any Lycra

Hoover, Sellotape, Photoshop, Coke: brand names that became the product. Taylor uses Lycra (and its March bankruptcy filing) to explore first-mover advantage, why being first lets you set standards, lock in customers and cultivate a sense of superior quality. The Pepsi Challenge illustrates loyalty that survives even a nicer-tasting rival, and Google shows how becoming the default term can translate into market dominance, while Lycra shows it need not. Slightly more business than econ, but still useful for first-mover advantage, brand loyalty, network effects and non-price competition. It is more business economics than core theory, so it fits monopolistic competition and barriers to entry rather than a specific model. Accessible to all students and rich in examples they will recognise.  Read here