TIPPING POINT

Mohammad Suyanto

Abstract

The success of a company depends on the strategy employed, but sometimes even outside of the strategy of the things small. Even these small things can sometimes make a big change accidentally. If this happens at the company, the company will be successful in sales. This happened at Wolverine, a shoe manufacturer with Hush Puppies brand. Skinned classic suede shoes with rubber soles lighter than American-made raw sales decline sharply, to just 30,000 pairs per year and most of the shops or simply outlets in small towns far from the crowd. Even companies Wolverine thinks to cut production.

Suddenly, in late 1994 and early 1995 a miracle happened. At the opening of a branch of a fashion house, two executives Hush Puppies, Owen Baxter and Geoffrey Lewis met a fashion designer from New York who in casual conversation told them that the classic Hush Puppies suddenly loved the hipster in mklub and cafes in the central region Manhattan. "Some of the junk shop in the Village and Soho sells shoes made by us. Many people who invaded the small shops that buy up all "Owen said Baxter. "Isaac Mizrahi also wore Hush Puppies" said the fashion designer. For a long story, for Baxter and Lewis story is a joke. For them no sense if the shoes are so out of date suddenly become famous.

Fashion designer John Barlett, who uses the collection of Hush Puppies seminya machine. Then followed, Anna Sui fashion show used to. Fitzgerald Jooel balloon making and installing seven and a half feet tall shaped fluffy puppies, short legged and long bertelingan a symbol of the brand Hush Puppies. Even Fitzgerald put the symbol on the roof of his shop in Hollywood and empty beside the art gallery to be a special boutique Hush Puppies. When he was painting and arranging the shelves, actor Pee-wee Herman to come and ask provided several pairs. "Promotion of mouth really works" said Joel Fitzgerald.

In 1995, Hush Puppies sold 430,000 pairs and next year could sell four times and in 1997 sold more Hush Puppies finally established himself as the complete outfit ngetren adolescents in America. Hush Puppies also won the best accessory of the Council of Fashion Designers of a dinner party at Lincoln Center and president of the company is on stage with Calvin Klein and Donna Karan to receive awards for interpretation Hush Puppies.

Explosion of sales of Hush Puppies shoes, just because of idle youth behavior in the East Village and Soho that only a handful only. Teenagers, anyone they did not intend to promote it. They wore these shoes simply need to be different. Yet, somehow the fad spread to other teenagers until finally there were two fashion designers who use them to offer their wares eyes of others. These shoes appeared on the surface due to chance. Shoes reaches certain point due to the popularity of the accident according to Malcolm Gladwell said to have reached tipping point. Prayer can turn the impossible becomes possible, something trivial to be extraordinary. Prayer is followed by a great effort to make the tipping point.