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  • May 2020 (Revised July 2022)
  • Case
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Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
  • Format:Print
  • | Language:English
  • | Pages:28
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Abstract

Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is also a place that more recently has become synonymous worldwide with rustbelt urban decay, characterized by abandoned factories, commercial buildings, and homes, soaring unemployment and homelessness, and a sense of despair since the city’s declaration of bankruptcy in 2013, which led to its other nickname, “America’s Warzone”. It was a surprising place to find the headquarters of a new luxury brand.
Shinola, a luxury watchmaker and purveyor of stylized, retro-chic, and hipster-cool products, had aggressive goals to grow to 75-100 stores and consumers and store employees, many of whom had never been to Detroit, would need to become familiar with the Shinola brand narrative. Recent expansions of the brand into lower price point timepieces and the hospitality sector would have to be monitored, and future brand extensions and brand partnership opportunities evaluated to support an evolving new luxury lifestyle brand positioning. As they continued to expand the Shinola brand into international markets, the brand’s story, rooted in Detroit’s imagery, history, and lore, might have to be reconsidered to appeal to non-American audiences. Finally, the company found itself the subject of legal and cultural critique. A “RETHINK SHINOLA” artist movement was questioning its commitment to Detroit. The U.S. Federal Trade Commission had recently fined Shinola for unfairly claiming that its products were “made in Detroit,” putting its brand storytelling under the microscope.

Keywords

Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America

Citation

Avery, Jill, Giana M. Eckhardt, and Michael B. Beverland. "Brand Storytelling at Shinola." Harvard Business School Case 520-102, May 2020. (Revised July 2022.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • June 2020
    • Faculty Research

    Brand Storytelling at Shinola

    By: Jill Avery, Giana M. Eckhardt and Michael Beverland
    • May 2020 (Revised July 2022)
    • Faculty Research

    Brand Storytelling at Shinola

    By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Related Work
  • Brand Storytelling at Shinola By: Jill Avery, Giana M. Eckhardt and Michael Beverland
  • Brand Storytelling at Shinola By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
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