Bootstrapping with Kenneth Cole Productions, Inc. to Launch “The Birth of a Shoe Company”

Posted on January 20, 2010 by Stephen Kastner | No Comments

Ingenuity goes a long way toward compensating for lack of capital, an axiom Kenneth Cole proved back in the early 1980s when he launched his fledgling shoe store out of a borrowed truck parked along a fashionable Midtown Manhattan street. Gaining a parking permit required a clever ruse. Cole added the word “Productions” to his company name, reinvented himself as a film director, hired models as “actors,” and got a license to shoot a film appropriately titled The Birth of a Shoe Store. Kenneth Cole Productions, Inc. (the tongue-in-cheek name remains to this day) may not have produced much actual film that day, but it did sell an impressive number of shoes. Today, Kenneth Cole Reaction blends fabulous fashion with functionality, creating urban-inspired footwear for work or play.

This entry was posted on Wednesday, January 20th, 2010 at 5:37 am and is filed under Marketing. You can follow any comments to this post through the RSS 2.0 feed. Both comments and pings are currently closed.


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