Luck and Randomness – Do they Play a Role in a Brand’s Success? Well, read this to know..
Hush Puppies, the classic American suede shoes with lightweight crepe soles, faced a tough period in the mid-1990s. Sales dropped to a mere 30,000 pairs annually, mostly sold in unknown outlets and small-town stores. The brand’s parent company, Wolverine, planned to discontinue the iconic shoes altogether.
However, a chance encounter at a fashion shoot changed everything. Two Hush Puppies executives, Owen Baxter and Geoffrey Lewis, learned from a New York stylist that the shoes were gaining popularity among downtown Manhattan’s club-goers and bar-hoppers. Despite their initial confusion, they discovered that even celebrities like Isaac Mizrahi were sporting them.
The tide turned swiftly. Designers like John Bartlett and Anna Sui sought to feature Hush Puppies in their collections. In Los Angeles, a designer named Joel Fitzgerald prominently displayed a massive inflatable basset hound (a type of dog with a long body, short legs, long ears, and smooth hair) , the symbol of Hush Puppies, on his store’s roof. Word of mouth spread rapidly, increasing sales to 430,000 pairs by 1995.
The trend increased. Despite the company’s earlier doubts, Hush Puppies became a fashion powerhouse once again. In 1996, they even got an award for best accessory at a prestigious fashion event. What had started as an individual preference among a few East Village and simple trendsetters blossomed into a nationwide phenomenon.
The essence of Hush Puppies’ rebirth lay in its unexpected journey from being shunned for its unfashionable image to being embraced by high-end designers. This inadvertent elevation catapulted Hush Puppies back into the limelight, cementing its place in the wardrobes of young Americans across the country.
Observed a similar trend in the Indian Wood Panel Industry, where in early 2000 people had a fancy for only Plywood and MDF (Engineered Wood) was only used by some architects and carpenters for simple applications of paint and carving. Gradually this trend caught up and more and more experiments started happening in the interior industry on MDF. Fast forward to the year 2024, MDF and allied engineer wood products form a strong 35% of the total wood panel industry and the best part is they are growing at almost 20% CAGR.
Vikas Marwaha – Business Strategist
True sir
It is its a fastest multiple applications product which is growing
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