\nCompania, denumit\u0103 Shinola, dup\u0103 o binecunoscut\u0103 marc\u0103 de crem\u0103 de pantofi de la \u00eenceputul secolului trecut, se folose\u015fte de numele \u015fi istoria ora\u015fului Detroit pentru a impune un brand ce nu are de-a face cu industria auto pentru care este cunoscut ora\u015ful, scrie Washington Post.<\/p>\n
\nShinola, care func\u0163ioneaz\u0103 \u00eentr-o cl\u0103dire ce ad\u0103postea c\u00e2ndva departamentul de cercetare al gigantului auto General Motors, produce \u00een principal ceasuri \u015fi biciclete scumpe, pe care le vinde la New York, Londra, Abu Dhabi sau Paris, dar nu numai. Produsele sale, la proiectarea c\u0103rora a colaborat p\u00e2n\u0103 \u015fi cu regretatul creator de mod\u0103 Oscar de la Renta, sunt realizate \u00een atelierele instalate \u00een fosta cl\u0103dire General Motors de c\u0103tre localnici, \u0163in\u00e2nd cont c\u0103 mul\u0163i dintre angaja\u0163i au lucrat \u00eenainte \u00een industria auto.<\/p>\n
\nShinola mizeaz\u0103 pe sentimentul de vinov\u0103\u0163ie care-i \u00eencearc\u0103 pe americani atunci c\u00e2nd cump\u0103r\u0103 produse ale unor m\u0103rci americane fabricate peste hotare, \u00een \u0163\u0103ri unde costurile m\u00e2inii de lucru sunt mici, pentru a-\u015fi atrage clien\u0163ii, promov\u00e2ndu-\u015fi produsele proprii ca “American-made” \u015fi trec\u00e2nd numele ora\u015fului Detroit pe fiecare dintre acestea.<\/p>\n
\nStrategia i-a atras clien\u0163i de vaz\u0103, inclusiv fostul pre\u015fedinte Bill Clinton, care \u015fi-a cump\u0103rat c\u00e2teva ceasuri. Pe l\u00e2ng\u0103 produc\u0163ia de la Detroit, compania mizeaz\u0103 \u015fi pe ideea de tr\u0103inicie a produselor sale, astfel create \u00eenc\u00e2t s\u0103 semene cu unele vechi, de pe vremea c\u00e2nd ceasurile se l\u0103sau mo\u015ftenire \u00een familie, spre exemplu, \u00eendemn\u00e2nd publicul s\u0103 cumpere mai pu\u0163ine lucruri, dar de calitate mai bun\u0103.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u00centr-un ora\u015f departe de vremurile lui de glorie \u00een care pu\u0163in\u0103 lume \u015fi-ar dori s\u0103 se mute, o companie prinde curaj s\u0103 se lanseze \u00een industria luxului.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7182],"tags":[7179,7534,4126,11206,7020,27211,474,4127,7387,6481,38851,106],"class_list":["post-114815","post","type-post","status-publish","format-standard","hentry","category-panorama","tag-brand","tag-ceasuri","tag-clienti","tag-detroit","tag-general-motors","tag-idei-de-afaceri","tag-industrie","tag-lux","tag-marci","tag-moda","tag-shinola","tag-sua"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/114815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=114815"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/114815\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=114815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=114815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=114815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}