Tipping Point Strategy

The success of a company depends on the strategies implemented, but sometimes seemed from the outside strategy from the small things. Even small things changes sometimes can make a big change accidentally. If this happens in the company, the company will be successful in sales. This incident occurred on the Wolverine, the manufacturer of shoes with the Hush Puppies brand. Classic suede shoes with the sole light of raw rubber is made in United States sales decreased sharply, to only 30,000 pairs per year and most of the shops or stalls, a simple outlet in a small town far from the crowd. Wolverine think even the company to stop production.

Suddenly, in late 1994 and early 1995 a miracle happened. In the event the opening of a branch of fashion houses, two executive Hush Puppies, Owen Baxter and Geoffrey Lewis met with a fashion designer from New York who relaxed in the discussion told them that the classic Hush Puppies sudden preferred the hipster in clubs and cafes in the center of the area Manhattan business. "Some shops of used goods in the Village and Soho sells our shoes. Many of those who invade the small stores that buy everything "said Owen Baxter. "Isaac Mizrahi also wear Hush Puppies" said the fashion designer. For some of the old story, the story of Lewis Baxter and the only joke. For those not reasonable if the shoes are so behind the days suddenly become famous.

Fashion designer John Barlett, that used Hush Puppies in the Spring collection. Then followed, Anna Sui, which is used for the presentation of clothing. Jooel Fitzgerald make balloon and install a seven and a half meters in the form of soft furry dog children, short-legged and long ears a symbol of the Hush Puppies brand. Fitzgerald even install symbols on the roof of the store at Hollywood and clear in its art gallery to be a special boutique Hush Puppies beside. When it is paint and arrange the shelves, actors Pee-Wee Herman to come and ask a few pairs are provided. "Promotion of mouth to mouth, really powerful" said Joel Fitzgerald.

In 1995, Hush Puppies sold 430,000 pairs and in next year can sell four times in 1997 and sold more of the Hush Puppies ultimately strengthen itself as the apparatus of youth clothing trend center in the United States. Hush Puppies also won the award best from the Council of Fashion Designers in a reception dinner at Lincoln Center and president of the company's board stage with Calvin Klein and Donna Karan to receive the award on the cut Hush Puppies.

Booming sale of Hush Puppies shoes, only because some fraudulent teenagers that use the shoes. Anyone they do not intend promote. They put on shoes is just want to appear different. However, somehow fraudulent contagious to other teenagers until finally there was the two-mode use commodities to offer them another. These shoes appear on the surface because the accident. Shoes reaches certain point because of the popularity of is said by Malcolm Gladwell called tipping point. Prayer can change something that is not possible, something that becomes extraordinary. Prayer is followed by a hard business that can make the tipping point.

source : msuyanto.com