Innovation: Kenneth Cole Shoes

This is genius.

Dan Lewis posted a story about how Kenneth Cole got his shoe company going in spite of some financial and logistical challenges. Summary:

• Cole wanted to rent some exhibit space to show his shoes at a big event in New York City
• The space was too expensive for the budget of his small company
• He asked the city for a permit to park a big truck nearby and display his shoes from the truck
• The city said no — permits like that are only for utility companies and film production
• So he decided to shoot a film: The Birth of a Shoe Company
• He got a film permit from the city
• He hired cameramen and actors (models) to display his shoes from the truck
• They sold 40,000 pairs in two and a half days

 

Posted: September 26th, 2011
Filed under: Competition, Innovation, Marketing | No Comments »

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