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What have been some of the notable challenges you

作者: 2018-11-07 時尚 评论

What have been some of the notable challenges you’ve faced getting the company off the ground and breaking into the market?

Ryan: There are challenges all around. It’s funny, because the things that seem insurmountable in the beginning actually appear to be small speed bumps in retrospect. From the start, just launching as a kids brand was a challenge. We walked into meetings and people would ask — are these athletic shoes for sport performance or fashion-forward shoes? people were unsure why you had to customize them, or why you can switch out certain parts of the shoe. Basically everything we were about was questioned.

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 Fast forward, and now we’re the top-selling brand in Nordstom and there are no longer questions about the fundamental aspects of the brand or why we take a different approach. We didn’t define gender in our products, which was really controversial. people needed to know if these shoes were for boys or girls. But, we just stuck to our guns and made people have to open their minds to understand our way of thinking. Just challenging the status quo and confronting the way people think was a hurdle we had to overcome. When everything has been defined by categories for so long, it was hard to break that model, because we were challenging those definitions along the way.

Jonathan: The pushback Ryan mentioned was consistent across the board when we started. There was a shared desire to put us in an existing category, but that went against everything we stand for. Our brand wouldn’t exist without the aspect of being digitally native, direct-to-consumer and creating a community to share out stories. Anything that is controversial, in a traditional sense, begins as a challenge until you put it out into the community and consumers love it and give an overwhelmingly positive response. As it relates to partners like Nordstrom and other retailers, they understand that they operate in a radially changing landscape.

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 In order for them to keep winning and stay ahead of their competitors, they have to be forward-thinking and willing to listen to what our community is saying. They have proven to be great partners because, at the core, they may have shared many of the same thoughts we’ve had originally, but also recognized that the community we’ve built is really into what we’re doing. Yet, we’re still pushing them in a lot of different ways. There’s a huge opportunity for further engagement and driving more meaning to what we represent as a product and brand.

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