Shinola Detroit: An Inside Look with Marketing Director Bridget Russo is a success
Over 60 members of the French-American business community gathered at Shinola's flagship store in Detroit on Thursday, February 12, 2015, to learn about the company's brand, success story, and strategy for growth with Shinola Marketing Director, Bridget Russo.
Opening with a short brand video that gave attendees a taste of Shinola's image, Ms. Russo spoke about the significance of Detroit, choice of Shinola as the company name, focus on manufacturing luxury products, rapid success of its products and international growth, and the importance of listening to the interests and serving the lifestyles of Shinola's customers in all of the company’s product development choices.
Guests learned about the original desire of Shinola's founding fathers to focus on American manufacturing and their decision to headquarter Shinola in Detroit, honoring and drawing from the city's rich manufacturing past and success to produce high-quality, luxury products. Ms. Russo explained that, from the onset, Shinola declared Detroit as the new watch-making capital of the world, and customers have resonated globally with buying products specifically manufactured in Detroit. With their first products launched on the market in 2013, and a brand strategy focused on telling Shinola's story primarily through video and print advertising, Ms. Russo affirmed that Shinola continues to surpass sale expectations and experience rapid growth. The challenge now, she shared, is sustaining growth while continuing to meet market demands.
Attendees had the opportunity to engage Ms. Russo with questions and have their curiosities casually answered in the relaxed, trendy setting of the store.
Mingling and networking ensued with passed French hors d'oeuvres and French white wine served by Casper's Catering.
Guests were able to admire Shinola’s range of products elegantly displayed throughout the store and engage with accommodating Shinola staff to learn more about the different lines and models. The chic setting was enjoyed by all and the evening was a memorable success.
The FACC, Michigan Chapter sincerely thanks Casper's Catering for their fantastic French menu and service, and Shinola and Bridget Russo for their valuable support and participation with our organization.