Tod’s Group which specializes in shoes and leather products has decided to disregard the new technology era.
While we talk about company’s like Dell and Starbuck’s using Twitter, or Mountain Co-op using Facebook, Tod’s has decided to stay firmly put in it’s customs.
Despite not joining the technological wave, Tod’s is still making profits.
The reason for this is that their brand is already well established. They simply have no need to upgrade and follow this IT craze that has everyone else struggling to keep up. It’s also a chunk of their company image. They want the image of tradition and vintage. They’re a luxury brand that already is bought by royalty around the world.
So what I have to say, is that while MIS is necessary for every company, it does not mean that they have to all do it in the same way. It all depends on the company image and the target market they are going for.
So hats off to Tod’s who managed strengthens their market by not joining the new era. Way to fight the technology bandwagon.
From: http://www.nytimes.com/2010/10/10/business/global/10tods.html?ref=business