An old shoe polish brand is on the rise. Shinola, defunct since the 1960s, has been revitalized as an American-made watch, bicycle, and lifestyle goods brand with assembly in downtown Detroit. Using the Detroit connection, an emphasis on craftsmanship and guidance from Tom Kartsotis (the founder of Fossil), Shinola has expanded distribution into a variety of high-end retailers and a storefront in New York. A visit to the retail store in Midtown Detroit shows Shinola has even brought back the shoe polish:
*
Categories: Marketing
Tagged: Brand Management, Detroit, Feature Article, Retail, Shinola