Hollister: From California Vibes to All-inclusive Global Fashion Brand
Business Leader to Watch in 2024 INSPIRINGMost
Leads Mobica into the Future The Man Behind the Code:
MARKETING COORDINATOR (EMEA)
Peter J.
PR & MARKETING COORDINATOR
Laura T.
BUSINESS DEVELOPMENT EXECUTIVE
Emma A.
CREATIVE CONTENT EDITOR
Shalmali W.
CREATIVE DESIGN HEAD
Sankalp K.
GRAPHIC DESIGNER
Divya B.
SOCIAL MEDIA MANAGER
Narendra S.
DIGITAL CIRCULATION MANAGER
Amanda V.
Blueprint of the Future of Business!
Welcome,esteemedreaders,toaspecialeditionofTheEnterpriseWorld.Asthetidesof commerceconstantlyshift,sotoodothefigureswhonavigatethem.Thisissueisdedicatedto thoseleadingthecharge–the“MostInspiringBusinessLeadertoWatchin2024.”
Theseindividualsaren’tsimplyCEOsorfounders;they’revisionaries.They’retheones challengingthestatusquo,pushingboundaries,andfosteringinnovationthatshapesthefutureof ourbusinesslandscape.Fromestablishedtitansatthehelmofglobalcorporationstorisingstars disruptingindustries,theyinspireuswiththeirunwaveringdetermination,strategicbrilliance, andunwaveringcommitmenttoexcellence.
Withinthesepages,you’lldelveintothestoriesoftheseremarkableleaders.Weexploretheir uniquejourneys,theirguidingprinciples,andthegroundbreakingstrategiesthey’re implementing.Lettheirexperiencesserveasasourceofinspiration,awellspringofknowledge, andperhaps,asparkthatignitesyourownentrepreneurialspirit.
Thebusinessworldthrivesonitshumanelement.It’sabouttheleaderswhodaretodreambig, theinnovatorswhoturnthosedreamsintoreality,andtheindividualswhobuildteamsthat empowerchange.Theseleadersunderstandthatsuccessrequiresnotjustakeenunderstanding oftoday’smarket,butaclearvisionforwhatliesahead.Theyembraceadaptability,fostering resiliencewithintheirorganizationstoweatherunforeseenchallengesandseizeunforeseen opportunities.
Onthecoverofthisissue,wehavefeatured Gary’sleadership GaryButters(CEOofMobica). isshapingthefutureofhowweinteractwiththedigitalage.Heisdeterminedtocontinue deliveringdouble-digitgrowthandcompletetheintegrationofMobicaintoCognizant.
TheEnterpriseWorldisproudtopresentthesepioneers,thesegame-changers.Lettheirjourneys beyourguideasyounavigateyourownpathtosuccess.
Here’stoafuturefueledbyinnovation,shapedbyleadership,anddrivenbytherelentless pursuitofexcellence!
S Shalmali W. halmali
Onthecoverofthisissue,wehavefeatured GaryButters(CEOofMobica).Gary’s leadershipisshapingthefutureofhowwe interactwiththedigitalage.Heisdeterminedto continuedeliveringdouble-digitgrowthand completetheintegrationofMobicainto Cognizant.
GaryButters,whobringsawealthofexperience fromseniorroleswithinthedigitaland technologysectors.HejoinedMobicain November2020asChiefRevenueOfficer,and hisstrategicvisionandleadershipquicklymade asignificantimpact.Thispavedthewayforhis well-deservedpromotiontoCEOatthestartof 2024.
Gary’sleadershipstyleisrootedin“quiet stoicism,”aphilosophyhedescribesasthe drivingforcebehindMobica’ssuccess.He acknowledgesitmightnotbetrendybut emphasizesthecorevalueshelivesby prioritisingcontroloverthecontrollable, influencingwherenecessary,leadingbyexample andmaintainingahealthydoseofhumility Throughexperience,Garyhasdiscoveredthe importanceofresilience,empathyandemotional control.Ultimately,hebelievesinleadingby exampleandembodyingthequalitieshedesires inaleader
GaryisadrivingforcebehindMobica’sgrowth andinnovation.Heactivelyengageswith “Mobicans,”thecustomer-facingteammembers, enablingastrongconnectionbetweenleadership andthefrontlines.Hespearheadsbothteamand businessexpansion,firmlybelievingthat satisfiedcustomersgohand-in-handwith satisfiedemployees.
10 Gary Butters 18 26
CÓRDOBA: THE JEWEL OF SOUTHERN SPAIN
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Hollister: From California Vibes to Allinclusive Global Fashion Brand
50 Most Interesting Facts about Nike You Have Never Heard off
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From Setback to Success 5 Ways to Navigate Software Project Challenges
Cover Story The Man Behind the Code: GARY BUTTERS Leads Mobica into the Future Chief Executive Ofcer MOBICA “Over the past few years, Mobica has seen demand for our world-class engineering increase significantly, particularly with the acceleration in AI and machine learning. This has seen some of the once ‘traditional’industries such as automotive and manufacturing undergo a radical transformation.”
Intoday’sconnectedworld,Mobica’sexpertiseis everywherearoundyou.
Ifyouusedyourlaptopormobilephone,postedonsocial mediaortypedintoasearchenginetoday,there’san80% chanceyouinteractedwithcodewrittenbyoneofMobica’s
world-classengineers.Themanbehindthistransformative techrevolutionisGaryButters.
AstheCEOofMobica,aleadingTalent-as-a-Service (TaaS)provider,thisremarkablestatisticunderscoresthe omnipresenceofMobica’sexpertiseinourdailylives.The companycollaborateswithgloballyrecognizedbrands, developingsoftwarethatbridgesphysicalanddigitalspaces.
Gary’sleadershipisshapingthefutureofhowweinteract withthedigitalage.Heisdeterminedtocontinuedelivering double-digitgrowthandcompletetheintegrationofMobica intoCognizant.
We,TheEnterpriseWorldMagazine,honorhisdedicationasoneoftheMostInspiringBusinessLeader toWatchin2024.Gary’sprofessionaljourneyisaninspirationforyounggenerationsaspiringtojointhe revolutionhestarted.
SoftwareDevelopment,iOS,UI/UX,Embedded,Automotive,Testing,Fintech, QT,Semiconductor,Mobile,Medical,Marine,Aviation&Defense,IoT,5G, ConnectedCar,Payments,TV&Media,AR/VR,Space,QA,Talent,Software Engineering,Industrial,FinTech,Silicon,Talentasaservice,HiringTalent, DigitalTransformation,SoftwareDevelopment,C++,Embedded,Engineering talent,HMI,Industrial4.0,ConnectedDevices,Low-levelplatform,Chip-tocloud
AJourneythroughCode Mobica’sinnovationspansvarioussectors,includingindustrial,retailandaerospace. However,theircorestrengthliesinthreepivotalareas:
Ÿ Connecteddevicesanddigitaltransformation
Ÿ Siliconandtechnologyplatforms
Ÿ Automotiveandintelligentmobility.
Thecompanyspecialisesincreating,implementing,testinganddeployingembedded softwarecrucialfortoday’sconnectedworld.
Core Values
Thecompanyignitesa cultureofempathy, embracingdiverse perspectivesand collaboration.They empowertheirteamto thinkoutsidethebox, dreambigandbring couragetoevery challenge.
Art of Customer Success A Brighter Future
Mobicaconsistsof well-functioning teams,eachexcelling intheirrespective fields.Their proficiencyis intertwinedwithclean code,resultingin exceptionaland reliableservice.
Thecompanybelievesin thepowerofpurpose. Everyactiontheytakeis abrushstrokeforabetter tomorrow.Mobica standsbyinitiativesthat elevatelivingstandards andactivelycontribute totheflourishingofthe communitiestheyserve.
Cover Story TheBeginningofaTechPowerhouse Mobica’sjourneybeganintheeraofdevelopingsoftware,specificallyformobile devices.Thenameitselfhintsattheirinitialfocus(Mobica=Mobile+ Communication).However,thecompanyhascleverlyadaptedovertime, expandingservicesbeyondjustmobiledevelopment.
“Mobicaactsasacatalystforvitaltechnologicalchange.”Garyasserts, encapsulatinghismissiontodrivethecompanyforward.
Today,MobicaboastsanimpressivelistofclientscollaboratingwithworldrenownedbrandslikeBMW,Meta,andGoogleandtechnologicalleaderslike ARMandSamsung.Theirofferingsspantheentirespectrum,fromchip developmenttocloudsolutions.Whetherit’straditionalC++programmingor cutting-edgeAIandmachinelearningapplications,Mobicaremainsdedicated toachievingtheirclients’goals.
TheHeartoftheTaaSRevolution Mobica’ssecrettosuccessliesinTalent-as-a-Service(TaaS).Thisbridges skillgapsforcompanies,givingthemaccesstospecialisedtechtalent.TaaS enablesagilityandcost-efficiencyindigitaljourneys.
However,Mobicatakesitastepfurther Theirclosepartnershipswithclients ofteninvolveR&Dprojects,allowingthecompanytoanticipatefuturetalent needsandtrainaccordingly.Thisensurestheyhavetherighttalentpoolexactly whenclientsneedit.
“I also truly believe,” Gary continues, “that our team of talented Mobicans is what sets us apart. At the end of the day, our people are our values. Through hard work, unrivaled product engineering skills, and a commitment to always going the extra mile, I truly believe we’re unmatched in the TaaS sphere.”
Cover Story QuietStoicism:TheGuidingForcebehind Mobica’sSuccess AtthehelmofthisdynamicenterpriseisGaryButters, whobringsawealthofexperiencefromseniorroles withinthedigitalandtechnologysectors.Hejoined MobicainNovember2020asChiefRevenueOfficer, andhisstrategicvisionandleadershipquicklymadea significantimpact.ThispavedthewayforhiswelldeservedpromotiontoCEOatthestartof2024.
Gary’sleadershipstyleisrootedin“quietstoicism,”a philosophyhedescribesasthedrivingforcebehind Mobica’ssuccess.Heacknowledgesitmightnotbe trendybutemphasizesthecorevalueshelivesby prioritisingcontroloverthecontrollable,influencing wherenecessary,leadingbyexampleandmaintaining ahealthydoseofhumility Throughexperience,Gary hasdiscoveredtheimportanceofresilience,empathy andemotionalcontrol.Ultimately,hebelievesin leadingbyexampleandembodyingthequalitieshe desiresinaleader
ChampioningGrowthandaThrivingCulture GaryisadrivingforcebehindMobica’sgrowthand innovation.Heactivelyengageswith“Mobicans,”the customer-facingteammembers,enablingastrong connectionbetweenleadershipandthefrontlines.He spearheadsbothteamandbusinessexpansion,firmly believingthatsatisfiedcustomersgohand-in-hand withsatisfiedemployees.
GaryrecognisesthatMobica’ssuccessrestson buildingathrivingworkplacewherededicated individualscanexcel.He’sachampionforfosteringa companyculturethatvaluesandsupportsemployees, ensuringtheyfeelvalued,secure,andempoweredto contributetheirbestwork.
Lookingtothefuture,Garyrelishestheopportunityto solidifyMobica’sreputationforsoftwareengineering excellence.Heenvisionsafuturewhereeveryteam memberplaysavitalroleindrivingcontinuedsuccess, makingtheircontributionsintegraltotheMobica brand.
“We’re always looking at how to develop existing talent and give them the opportunities to stretch themselves professionally. Our partnership with Cognizant is a great example of how Mobica can give its team access to groundbreaking new projects,” he quotes.
A Leadership Cultivating the Future of Technology UnderGary’sleadership,Mobicacontinuestobreak newground.Thecompany’sengineers,guidedbyhis vision,areattheforefrontofdevelopingIoT solutionsthatwilldefinethefuture.Garyapproaches leadingthecompanybycreatinganenvironment whereinnovationthrivesandeveryteammember contributestotransformativetechnological advancements.
“I’m also a big advocate for mentoring. Mobica’s mentoring program is structured around its ‘learning journey’philosophy. This means individual goals are aligned with the strategic priorities of our Competence Centers or specific projects,”
Garyandthecompanyensurethatmentorsare providedwithatrainingprogramtomakethemfeel confidentintheirskillsandprovideinvaluable support.
“Success is then measured by seeing how quickly these new skills and knowledge are adopted, with mentees given additional support and opportunities should they require it. In the end, it all comes down to the individual putting what they’ve learned into practice and recognising the benefits this professional development has delivered, both on a commercial and personal level,” headds.
Finally,lookingafterthewellbeingofstaffis atoppriority.
“It sounds obvious,” hesays, “but getting the basics right is so important. That’s why I will always champion wellbeing, and it will always be my number one concern for my team.”
Withthatinmind,Garyfounditespecially rewardingtoseeMobicawinfirstplaceinthe WellbeingInstitute’sBestofWellbeingatWork 2024competition,withitsstrategicapproach citedasthereasonforclaimingthetopspot.
Mobica:EngineeringtheFutureofBusiness Famedforitsexpertiseinengineeringmodern businesses,Mobicajoinedforceswith Cognizant,aleadingglobalprofessional servicescompany,inMarch2023.This powerhousepartnershipcombinesMobica’s “sweetspot”inconnectedsystemsdevelopment withCognizant’sinnovationincloudand networking.
Thecollaborationarrivesatapivotalmoment–Mobicacelebratesits20thanniversaryin2024, whileCognizantmarksits30th.Thistranslates toacombined50yearsofexperienceand world-classtechnologyexpertiseatclients’ fingertips.
“Working with either Mobica or Cognizant grants access to this unparalleled knowledge,”
Mobica’steamofsoftwarespecialistsandIoT innovatorsisconstantlypushingboundaries, designingnext-generationsolutions.The partnershipunlocksawholenewworldof possibilitiesforclientsandteams.Mobica’s successisevident.In2023alone,thecompany managed128projectsandachievedaNet PromoterScoreof77–aworld-classindicator ofcustomersatisfaction.
Aswelooktothefuture,Garystandsasa torchbearerofwhatvisionaryleadershipcan achieve.Hisstoryisnotjustaboutpersonal successbutaboutsteeringacompanythat significantlyimpactshowweliveandinteract withtechnology WithGaryatthehelm,Mobica ispoisedtocontinueitstrajectoryofinnovation andsuccess,shapingthedigitalworldforyears tocome.
CÓRDOBA CÓRDOBA The Jewel of Southern Spain Haveyoueverheardofthecityof Córdoba?Thecityisfamousgloballyfor itsgreatmosque,oldtowns,streets, designs,architecture,anddeliciousfoods. Peopleallacrosstheglobevisitheretosee thisunforgettablesight.
Cordobaisaprovincelocatedatthecenter oftheNorthofSpain.Itisfamous worldwideforitsgreatmosques.Today,it isaworldheritagesitethathasnarrow streets,courtyardsfilledwithflowers,and charmingsquares.Visitorscanexplorethis siteandenjoythelocalculture.
TherivernamedGuadalquivirflowsfrom easttowestinthisprovince.Itwatersa widerangeoflandwherecereals, grapevines,andotherolivetreesgrow
Towardsthenorthofthecity,the landscapegetswilderasitreachesthe SierraMorenamountains.Here,youwill finddenseforestswherepeoplegofor animalhunting.Themountainrangeis hometovariedfauna.
Afterthousandsofyears,theirsignisstill reflectedherebydifferentculturalgroups i.e.Roman,Visigoth,Islam,Judaism,and Christianity.
Guadalquivir River RichandFascinatingHistoryofCórdoba Theimpressivehistoryofthecitymakesitoneoftheinterestingdestinationsfor travelerstovisitinSpain.Intheworld,itistheonlycitythathas4places inscribedontheWorldHeritageSitelistedbyUNESCO,theareMosqueCathedral(1984),theJewishQuarter(1994),theFestivalsofPatios(2012),and MadinaAzahara(2018).
ItwasfoundedbytheRomanEmpirein169BC.Beforeitsfoundation,there wasasmallIberiangroupintheareacalled“Terdetanos”.Theirmain occupationwereagricultureandmining.AfterthearrivaloftheRomans,their
Sierra Morena liveswereruinedanddestroyed.TheRomanschosethisareaastheysawitasanopportunityforagricultureandshelter.
Gradually,itkeepsdevelopingandgainingpoliticalimportanceinRometobecomethecapitalof “Hispania Ulterior Province”.
Duetoexportinglargequantitiesofwine,oliveoil,minerals,andfoodproducts;thecityexperiencedprogressive economicgrowth.
Lateron,inthethirdcentury,Romansexperiencedadeepcrisisthatreflectedinthecity;majorworkswereabandoned, spaceswerereused,lootingandriotshappened,andbad-qualityhomematerialswereusedwidely.Ruralareasgained greatprominenceduetothemigrationofpeoplefromurbanareas.
CulturalHeritageofCórdoba Mosques,AlcázardelosReyesCristianos,Synagogue,andRomanbridgearetheprimeexamplesofitsoldhistory.The cityreflectsitsRomanpastandthecoexistenceofChristian,Islamic,andJewishculturesthroughouthistory.Wecansee numerousmonumentsherethathaveremainedinthecity.
Inthecity,thereexistmuseumsandartgallerieswhereyoucanseeoldthingsandlearnabouthowpeopleusedtolive here.
TheoldpartofthecityisaUNESCOWorldHeritagesite,withsmallstreets,courtyardsfilledwithflowers,andcharming squares.PlaceslikeAlcázarofChristianmonarchsandtheJewishhavelotsofstoriestosayabouttheirhistory.
Ifyou’reinterestedinhistoryCórdobaisabeautifulplacetovisit,seebeautifulthings,andenjoytastyfoods.
TipsfortheTravelers:CompleteGuide CórdobaisabeautifulcityintheSouthernPlain,knownforitsricharchitecture.Herearesomeofthetipsforthefirsttimevisitortounderstandwhatarethemust-seesightsinCórdoba,mouth-wateringitemstoeat,andmanymoresothat travelersdon’tmissanything.
Must-See Sights: Mezquita-Catedral:Itisanoldandfamousbuilding inCórdoba,Spain.Itislikeamixofbothacathedral andamosque.Therearelotsoffancyarchesand pillarsthatgiveitauniquelook.
AlcazaroftheChristianMonarchs:Itisoneofthe mostrepresentativearchitectureofCórdoba.When youenterthemaingateofit,agreatqualityimage dominatedbyasculptureofKingAlfonsoXthe Wiseappears.Afterthis,asmallaccesstakesyouto themaingalleryconnectingtothenorthernwalland therefore,tothetributetowerandtheTowerofthe Lions,aswellastheHallofMosaicsandtheHallof theOcean.Thereafter,asyoumovetotheground flooryoumeettheroyalbaths,aswellastheMoorish courtyardwhichultimatelyleadstothegardens.
JewishQuarter(Juderia):Itisacoolplacetovisit. Here,youwillwalkthroughnarrowstreetswith whitebuildingsandacourtyardwithcolorful flowers.AlongtimeagohereJewishpeopleusedto live.Andstill,youcanfeeltheirinfluencetoday.On theway,youwillmeetmanycuteshops,cafes,and quietcourtyardstoexplore.Themostinteresting thingtoseeistheoldSynagogue.
CalahorraTower:Itoffersacaptivatingjourney throughthehistoryandcultureofal-Andalus.Itis likeabigcastletowerthatstandingbytheriver. Travelerscanclimbthistowerandgetamazing viewsofthecity.Thereisamuseuminsideitwhich givesabriefknowledgeaboutthehistoryof Córdoba.
VianaPalace:Itcoversasurfaceofmorethan6500 squaremeters.Thefloorofthepalacehasan irregularpolygondesignwhichmakesitmore interestingtowatch.However,weshouldnotlookat thespaceasamuseum,butasahousewherepeople usedtolive,builtaccordingtotheneedsofthose whoinhabitedit.
Alcazar of the Christian Monarchs
Viana Palace
Calahorra Tower FoodtoTry:
• Salmorejo:Itisatraditionalsoupmadeoftomato,bread,virginoliveoil, andgarlic.
• Flamenquin:ThistraditionalSpanishdishconsistsoftenderstripsof porkloinstuffedwithhamandcheese.Itiswrappedinbreadcrumbsand deeplyfriedforprotection.
• Berengenasfritasconmiel:ItisatastySpanishdishmadeofthinslices ofeggplantthatarefriedunlessitgetscrispy.Lateron,itdrizzledwith honeysothatwecouldgettheperfectmixofsweetandsavoryflavors.
• Snails:ThistraditionalfoodisservedatbarsinSpainforfreewith drinks.ItisenjoyedespeciallyinFebruaryandJune.Ifyou’reorganizing yourtriptoCordoba,youmusttryit.
• Montillas-Morileswine:ItcomesfromtheMontilla-Morilesregionin Spainthat’swhyitiscalledMontillo-Morileswine.Theyaremadeupof grapescalledPedroXiménez.Theycomeindifferentstylesdryorsweet. Eachtypehasauniqueflavor.Youcantryitwithsnackslikecheese,nuts, andolivesorwithdesserts.
Ifyou’refoody,therearealotofrestaurantsthatservefreshandtasty traditionaldishestoeat.
Howtovisittheplace? ThebestwaytovisitCórdobaistotaketheflighttoSeville(acityinSpain).After thattakeabusorataxitoSevillerailwaystationthen,taketheAVE(45mins)orthe normalspeedtrain(almost2hours)forCórdoba.Ifyou’restayinginthehotel,make surethatyourhotelhasaswimmingpoolbecausethetemperatureinthemonthslike Augustistoohigh(morethan40degrees).Fortherestmonths,itwillbefinetostay inotherapartments.Tovisitthehistoricalsitesortotrythedeliciousfooditemsof Córdobamakesuretohaveanexpertguide.
Nikewasestablishedon25January1964, makingitoneoftheoldestapparelbrandsin theindustry.Thecontroversiesandfacts aboutNikearenotlessthanthenumberof productsithaslaunchedinthemarket.
TherearealotoffactsaboutNikethatstill havethepowertoblowyourmind.Ifyou arethebiggestNikefan,thesefactswillact likeyourdailydoseofCaffeine.
TheSwooshlogorunsalloverthesportsindustry.Itwasdesigned byCarolynDavidson.SheisagraphicdesignstudentatPortland University.
NikehascompetedwithAdidasandPumassinceits firstday. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
ThefirstOnitsukaTigerAthleticshoeswereimportedtotheUSby Nike.
NikeestablisheditselfasBlueRibbon,whichstruckadealwitha Japanesetrader,TigerShoesInc.
Theswooshlogoactsasasymbolofspeedandmotion,two essentialqualitiesforanyathlete.
Nikewasaresultofanexperimentbasedonthethesisofacollege paper.ThispaperwaswrittenbyPhilKnight,emphasizingtheneedto shifttheproductionofshoesfromGermanytoJapan.
OneinterestingfactaboutNikeisthatPhilKnightstartedselling Japaneseimportedshoesfromhiscar.
BlueRibbonandTigershoecompanyofficiallysplitin1971,after whichthecompanyrebrandeditselfasNike.
PhilKnighthadalmostnamedthecompany ‘Dimension6.’ThenameNikewassuggestedby JeffJohnsonafterhearingabouttheGreekgoddess ofvictoryinhisdream.
Davisreceivedonly35$todesignthelogoofNike.
ThehistoryofNikeisfullofinterestingfactsandcaptivating stories.HereareafewentertaininghistoricalfactsaboutNikefor alltheradicalfansoutthere:
CarolynDaviswasinspiredtodrawtheswooshfromthe Adidaslogo.
Daviswasgivensharesinthecompanyandagoldenring fortheircontributiontothelogo.
DavidsontransformedtheanglesoftheAdidaslogointoa bold,thick,andcontinuousemblemasatributetothespirit ofperseveranceinovercominginsurmountableobstacles.
MostoftheNikeproductsarenamedafterpopularsports franchises.Forinstance,theproduct,ColumbiaBlue,was inspiredbytheintercollegiatebasketballteamColumbia Lions,whowillforeverremainpopularfortheirbluelion logo.
TheLeBronshoeswereanacknowledgingstatementmade bythecompany’sdesigner,JasonPetrie,toappreciate LeBronJames’firstMVPcampaign.
PhilKnightwasnotonlyoneofthefoundersofthisshoe brand.HewasalsothefirstuseroftheNikeShoes.
NikeMag,knownforitsappearanceintheBacktothe Future-II,isnotthereplicaoftheshoefromthefilm.The shoelackspowerlaces,aprominentfeatureoftheshoe.
Nikehascollaboratedwithmultiplesportsstars.Ken GriffeyJr.isconsideredsuchagoldenfeatherinNike’s hat.
TheNikeAirGriffy1istheresultofthecollaborative effortstakenbyKenGriffeyandTerryTeague.
TheJordan13,popularforitson-fieldperformance,was usedbyMichaelJordanin1997-98.Thisistheshoethat propelledMJthroughhissixthandfinalchampionship duringthe1997-’98season.
AllthefansknowthefactsaboutNikeMagusedby MichaelJ.Fox’stime-travelingcharacterinthemovie ‘BacktotheFuture-II.’Butonlyafewfansknowthatthe shoeswereredesignedandrelaunchedbyTinkerHatfield andTiffanyBeers.
Nikehasproducedsomeamazingdesignsforathletes. HereareafewfactsaboutNikeshoedesigns:
NikeAirTrainer1,Nike’sfirstcross-trainingshoes gainedtheappreciationofnumerouspersonalitieslike BoJacksonandDeionSanders.
NikeMagwasthefirstrechargeablepairofshoes designedbyNike.
OtisDevistodateclaimsthatBillBowermandesigned hisfirstshoesforDavis.
ThetermNikecausednumerousfeudsbetweenthefans. The‘NikevsNykee’warwashaltedbythechairman PhilipKnightwhoconfirmedtheofficialpronouninthe year2014.
ThetrademarkoftheNikecompany—‘Justdoit’— wasinspiredbytheAmericanserialkillerGary Gilmore’slastwords-‘Let’sdoit.’
Nikehiredanadvertisingagencyandthengottheidea fortheirnewsloganfromGary’sfinalwords.
BowermancameupwiththeideaofWaffleshoesby pouringrubberonhiswife’swaffleiron.
Thewaffleshoeswereknownforhavinggrooveson theirsoles.
Themoonshoewasreleasedin1972.Thiswasthefirst timethatNikeincludeditslogoinitsshoes.
Nikehassignednumerouscollaborationsinthepastfewyears.HereareafewfactsaboutNikecollabs:
Ÿ NikelaunchedtheBlazerbasketballshowintheyear 1973whichgainedthempopularityamongstthe fans.TheshoewaswornbyGeorgeGervinwhowas alsoknownasthe‘iceman.’
Ÿ TheAirJordanonewasinitiallyproduced exclusivelyforMichaelJordan.Thiscontainedthe ‘Jumpman’logoforthefirsttime.
Ÿ ThefirstNikestorewasestablishedinDowntown Portland,Oregon.
Ÿ Oneoftheleast-knownfactsaboutNikeisthatits mostexpensiveshoeseversoldwereapairof‘Nike moonshoes.’Thiswassoldforanastonishingprice of$4,37,500.
Ÿ By2023,thetotalcountofthefootwearproductsthis brandproducedreached773.
Ÿ Nikehasincorporatedtheworksofvariousartistsas well.DunkLowPro,SBPariswasonesuch collectionthatfeaturesthepaintingsoflateFrench painterBernardBuffet.Thisshoeshowshowthe companyhasengagedwithbothartandculture.
Ÿ Here’safactaboutNikeforourfashionablefans. Beforehisuntimelypassing,DesignerVirgilAbloh createdanevolutionarysneakerthatmergedthe realmsofcultureandfashion.Heblendedtheiconic AirForce1withLouisVuitton’ssignaturestyle.
Ÿ Thebrandlaunchedoneofitsmostcontroversial shoes-Satanshoes-incollaborationwiththe AmericanmusicianLilNasXandMSCHF.The shoesarecalledoutforusingadropofhumanblood, whichwasclaimedtobedonatedby6ofthe MSCHFemployees.
Ÿ Nikeisknownforitsbolddesignsandstandoutcoloredsneakers.Butthebrandhasalsoproduced somequestionabledesigns.Onesuchweirddesign wastheAirMax1GolfNRG“Grass”whichwas coveredingrass.
Ÿ Nikeownsapproximately700storesaroundthe world.
Ÿ Thecompanyownedmorethan50%ofthemarketshare after1980.NikeownsonlyonesubsidiarycompanyConverseInc.Thisisalifestylebrandthatengagesin marketing,distributing,andlicensingfootwear,apparel, andaccessories.
Ÿ The2010ssawahugeboostinthesaleofshoesduetothe nostalgiaforthe90s.Numerousnewdesignswere launchedafterthis.ThisisanotablefactaboutNike, showcasingitsabilitytoadapttochangingconsumer preferenceswhilemaintainingitsbrandheritage.
Ÿ In1987,thefootwearcompanyusedthesong “Revolution”foranadfeaturingtheirNikeAirMax1 sneaker.TheBeatlessuedthemfor$15million,stating thattheydon’tendorsesneakersorpantyhose.After negotiations,Nikeprotestedandkeptairingthe commercialuntilthecampaignendedin1988.
Ÿ Thebrandisalsoknownforitsinnovativeandunique commercials.Thepopularityofthecommercialshasalso baggedNiketwoGrammyawards,onein2000andthe otherin2002.
Ÿ NikedesignedcustomizedbatbootswornbyMichael KeatoninaBatmanmovie.Theseshoeswerealsoputup forauctionandwereexpectedtobesoldfor$30,000
Ÿ Beforetheshoesbecamepopularamongathletes,tennis playerIIlieNastasewasthefirstprofessionalathleteto endorseNike.Hesignedacontractwiththemin1972.
Ÿ Nikehaslauncheda‘Reuse-a-shoe’drive.Thisprogram recycledmaterialsfromsneakerstocreatesurfacesfor playgrounds,tracks,andgymfloors.
Ÿ Theshoesbrandpossessesapatentforashoecontaining anembeddedcommunicationdevice,markingitasoneof thepioneeringbrandsofasportswearandapparel companyembracingsmartclothingtechnologyglobally.
Ÿ Overtheyears,thecompanyhascontributedsubstantial financialsupporttoaidintherenovationandupkeepof trackandfieldfacilitiesattheUniversityofOregon.
Ÿ Withover60%ofthemarketshare,Nikerulesoverthe shoeandsneakerindustry
AllofuslovewearingNike.Thebrandhas launched1000sofproductsinthemarket. Thecompanynotonlyproducesshoes,but itisthesymbolofourpersonality.Nikeis aglobalbrandwithalegacyofsuccess. ThesenoteworthyfactsaboutNike highlightitseffortstobuildasustainable brand.Ithasestablishedbusiness practices,leavingapositiveimpactonthe marketbeyonditsproducts.
Nikehasbeenapartofthefootwear industryforover60successfulyearsnow TheseinterestingfactsaboutNikehave blownourminds.
FROM CALIFORNIA VIBES TO ALL- INCLUSIVE GLOBAL FASHION BRAND Since sustainable and conscious fashion was
introduced in the fashion industry, many brands have taken the initiative to develop conscious fashion lines. While we see a lot of brands complying with this, there have been brands that have been in controversy regarding their nonsustainable products. One of those brands has been Hollister, a fast fashion retail brand that is known for its California vibes. In this article, we will learn more about the retail brand, its history, global presence, and marketing strategies.
TheFictionalBeginning Hollister,oftenknownasHCo.isaretailbrandownedbyAbercrombie&FitchCo.Itsellsapparel,accessories, andfragrances.ItopeneditsfirststoreonJuly27,2000,attheEastonTownCenterinColumbus,Ohio. Abercrombie&FitchlaunchedHollistertotargetayoungerdemographic,specificallyconsumersaged14-18, withitsSoCal-inspiredimageandcasualwear.Despiteitstargetagegroup,theappealofthebrandextends beyondteenagersandhasgainedpopularityamongawideraudience.
MikeJeffries,theformerCEOofAbercrombie&Fitch,createdafictionalbackgroundstorytoformtheconcept ofHollisterandprovideauniqueatmosphereforitsshoppers.Accordingtothefictionalstory-J.M.Hollister foundedthebrandin1922asaPacificmerchantshopinSouthernCalifornia.Thisfictionalbackstorywas designedtoattractconsumersandcreatealifestylebrandthatconsumerscouldengagewith.
Thebrandquicklygainedpopularityandexpandeditspresenceglobally.By2013,therewere587stores worldwide,generatingovertwobilliondollarsinsales.Thebrand'ssuccesscanbeattributedtoAbercrombie& Fitch'seffectivebrandpenetrationstrategies.
IsHollisterSustainable&Ethical? Hollisterhasbeeninquestionaboutitsethicalpracticesbecauseofitsfabricchoices.Itusesfabricslikemixed polyester,wool,down,leather,andotheranimal-basedmaterials.Ithasreceivedaratingof‘notgoodenough’in termsofsustainabilityon‘GoodOnYou’,aplatformthatevaluatesbrandsbasedontheirsustainabilitypractices.
Onitswebsite,thebrandhasmentionedthatitpracticessustainability,butthereisnoevidencethatitistaking meaningfulaction.Neithertoreduceoreliminatehazardouschemicalsinitsmanufacturingprocessesnortoprotect biodiversityinitssupplychain.Itreceivedalowratingfromexpertsforitslackofsupplychaintransparencyand useofsustainablematerials.Peoplehavecriticizedthebrandfornotbeingtransparentaboutworkingconditionsin itssupplychain.
Itfallsshortwhenitcomestotakingcareofitsworkers.Noneofitssupplychainiscertifiedtoensureworkerhealth, safety,andlaborrights.Accordingtothe2023FashionTransparencyIndex,Hollisterreceivedascoreof31-40%, whichisaslightimprovementfrombefore,butthere'sstillalongwaytogo.There'snoproofthatthebrand promotesdiversityandinclusioninitssupplychain.Italsousesfewlower-impactmaterials,andwhileitaimsto source25%ofitscottonsustainablyby2025,thisisstillasmallpercentageofitsoverallcottonusage.Despitethis, thebrandhasshownintentionsofintroducingmoresustainablematerials.
Hollister Challenges Faced by Hollister Hollister has faced several challenges, be it legal issues or controversies. Here are some challenges the brand went through.
The Trademark Battle
An article from the Los Angeles Times in April 2009 mentioned that Abercrombie & Fitch issued threats to the people of Hollister, California, who wanted to use the name "Hollister" on their clothing. It also shared a story from 2006 when Stacey Crummett, the CEO of Rag City Blues, added the word "Hollister" to the label of her vintage blue jeans. When Crummett applied to register this trademark, Abercrombie & Fitch's lawyers sent her a letter claiming she was infringing on their trademark and threatened to sue her. As a result, Crummett withdrew her application.
Morrisvs.Abercrombie&FitchCo.
In2007,therewasalawsuitcalledMorrisvs.Abercrombie&FitchCo.,anditwaseventuallysettled.Abercrombie&Fitch Co.admittedthattheymadeamistakebyaskingtheircustomersinCaliforniaforpersonalidentificationinformationwhen theyweregettingrefundsusingtheircreditcards.CustomerswhowereaskedforthisinformationbetweenJune9,2005,and May31,2007,wereeligibletoreceivegiftcardsascompensation.Sincethesettlement,Abercrombie&FitchCo.stores havestoppedaskingforthisinformationwhencustomersreturnitemstheyboughtwithacreditcard.
WheelchairAccessibility InAugust2011,ajudgenamedWileyDanielruledthattwoHollisterstoresinColoradowerenotfollowingtheAmericans withDisabilitiesAct(ADA).Thiswasbecausethestoreshadentranceswithsteps,makingitdifficultforcustomersin wheelchairstoenter.Instead,theyhadtouseautomaticsidedoors.Thecaseexpandedintoanationwideclass-actionlawsuit in2012.InMarch2013,JudgeDanielruledinfavorofthepeoplewhofiledthelawsuit.Hefoundthatoutof483stores acrossthecountry,248ofthemhadentrancesthatviolatedtheADA.Itcametolightthatallofthesestoreswerebuiltafter theADAwasestablished.InAugust2013,ajudgeinColoradoruledthatHollisterCo.anditsparentcompany,Abercrombie &Fitch,hadtoredesign248storeswiththe"porchentrance"tomakethemwheelchairaccessible.
Religious Discrimination Claims A&Ffacedchargesofdiscriminationagainstan employeeataHollisterCo.storeinCalifornia.The employeeclaimedthattheywerecriticizedforwearing ahijabwhileworkingthere.Theemployeehadworn thehijabduringtheinterviewandwashiredthatway Duringtheconversation,theinterviewermentionedthat thehijabcouldonlybewornincertaincolors,likegray, navy,andwhite.However,aDistrictManagerlatertold theemployeetoremovethehijabwhileworking.
OnFebruary23,theCouncilonAmerican-IslamicRelations filedacomplaintagainstAbercrombie&Fitchwiththe federalEqualEmploymentOpportunityCommission.This wasnotthefirsttimeA&Ffacedsuchacomplaint.They hadreceivedasimilarcomplaintinSeptember2009, involvingasimilarcircumstanceinOklahoma.
MarketingStrategiesForSuccess Hollisterisknownforitslaid-back,California-inspiredstyle andstrongmarketingstrategiesthathelpeditreachsuccess. Hereareafewstrategiesitincorporatedtomakeaglobal name.
FocusedTargetAudienceReach ThetargetaudienceofHollisterprimarilyconsistsof teenagersandyoungadultswhoareinterestedinsurfing, skateboarding,andotheroutdooractivities.Itsfashionline appealstothetargetcustomer’sloveforcasual, comfortable,andfunctionalattire.Toeffectivelyreachand connectwithitsintendedaudience,thebrandusesdifferent marketingstrategies.
Itpartnerswithpopularsocialmediainfluencersand supportseventsandactivitiesthatmatchtheirbrandimage. Thiscreatesexcitementaroundthebrandandgivesvaluable insightsintowhatcustomerslike.Recently,thebrandmade changestobecomemoreinclusive.Theyintroducedaplussizerangeandexpandedtheirsizeoptionsforbothmenand women.
SocialMediaMarketing Hollisterusessocialmediaalottoengagewithits customers.TheyhaveaccountsonInstagram,Facebook, Snapchat,Twitter,TikTok,LinkedIn,andGlassdoortoreach awiderangeofpeople.Itpostsshortvideoseverydayto keepupwiththelatesttrendsonsocialmediaandhasrealtimeconversationswithitsfollowers.Thishelpsthebrand connectwithdifferenttypesofpeoplewhohavedifferent interests.
Oneimportantpartofitssocialmediastrategyisworking withinfluencers.Theyformlong-termpartnershipswith popularcontentcreatorsliketheD'Ameliosisterson TikTok.Thishelpsincreasethebrand'svisibilityandbuild trust,especiallyamonghighschoolstudentswhoarethe maintargetaudienceforHollister.
ExperimentalMarketing Thebrandbelievesincreatingmemorableand engagingexperiencesforitsaudiencethrough experientialmarketing.Itsmainaimistotransport customersintotheCalifornialifestyle,givingthema tasteoftheWestCoast.Itsstoresaredesignedto resemblecozybeachhouses,completewithwooden boardwalks,beach-themeddecorations,andeven lifeguardstands.Thebrandalsoorganizesin-store eventslikeconcerts,movienights,andsurfboard demonstrations.
Toenhancetheshoppingexperience,ithasalso introducedaugmentedreality(AR)features.This allowscustomerstovirtuallytryclothesonandsee howtheywouldlookindifferentsettings.Theyhave alsoimplementedinteractivefittingrooms,where customerscanrequestdifferentsizesandcolorsof clotheswithoutleavingthedressingroom.
RetailPartnerships Hollisterhasformedasignificantpartnershipwith GillyHicks,asubsidiaryofAbercrombie&Fitch.This collaborationallowsthebrandtoofferawiderrangeof productsandreachalargeraudiencebysharinga brandidentity Tomaintainastrongconnectionwithits targetaudience,ithasestablishedthe‘HollisterCreator Collective’.Thiscollectiveconsistsofmanymid-sized influencerswhocollaboratewiththebrandthroughout theyear.Byworkingwithadiversegroupof influencers,itensuresaconsistentpresenceand connectionwithitsaudience.
LatestSalesRevenue In2023,Hollistermadeanetsaleofovertwobillion U.S.dollars.AfteritsrebrandingandaTikTok campaign,ithasseenagrowthinitsin-storetrafficand revenue.InFebruaryandMarch,itsengagementrates weremorethan136%highercomparedtothesummer of2022,reachingall-timehighs.Inthefourthquarter oflastyear,itssalesgrewby9%,reaching$698 million.Thismarksthethirdconsecutivequarterof growthforthebrandandshowsthattheyare successfullyreconnectingwiththeirteenage customers.
5 WAYS TO NAVIGATE SOFTWARE PROJECT CHALLENGES Althoughmanagingsoftwareprojectsmightbedifficult,failurescanbeturnedinto successesifthecorrecttacticsareused.Duetoitscomplexity,software developmentfrequentlyfacesawiderangeofchallenges,frominterpersonal problemsinteamstochangesinthemarket.Projectmanagers,however,may successfullytransformthesedifficultiesintochancesfordevelopmentandadvancement byusingaproactiveandflexibleattitude.Thisarticleexamines5WaystoNavigate SoftwareProjectChallenges,offeringpracticaladviceandtried-and-truetacticstosavea failingsoftwareprojectandproducetheintendedresults.
DiagnoseandAnalyzeProblems Troubleshootingandrootcauseanalysisareessentialforovercomingsoftwareproject obstacles.Timeandresourcesaresavedbythisearlydetection,allowingyoutogetback ontrackbeforedeviatingtoofarfromtheplannedroadmap.Detailedinformation collectedfromallpartiesandextensiveinvestigationsareimportanttechniques. TheParetoChartshowsthemajorcomponentscontributingtoanissue,whereasRoot CauseAnalysisassistsindeterminingtheunderlyingcausesofproblems.Projectissues maybecomprehensivelyviewedandprobablereasonscanbevisualizedwiththeuseof toolssuchastheFishboneDiagramandSWOTAnalysis.Forinstance,asoftware developmentteamthatishavingtroublemeetingdeadlinesmayfindthattheprimary problemsarealackofclarityinrequirementsandinadequatecommunication.Theymay prioritizetheseelementsandconcentrateonenhancingrequirementclarityand communicationchannelsbyemployingaParetochart.
StrengthenTeamDynamics Anysoftwareprojectneedsacohesiveteamtosucceed.Increasingteamcohesionhasa bigimpactonmorale,output,andcooperation.Projectoutcomesaredirectlyimpactedby teamcohesiveness.Acohesiveteamismoreabletoovercomeobstacles,thinkcreatively, andcollaborateeffectivelytoachievegoals.Ontheotherhand,alackofcohesiveness canresultinmiscommunication,hold-ups,andpoorperformance.Arobust,cooperative teammaybefosteredbyanumberofstrategies.Frequentteam-buildingactivitiescan improvecommunicationandtrustamongthegroup.Regularmeetingsandcheck-ins guaranteethateveryoneisonthesamepageandthatanyproblemsaredealtwithright away Thecorrecttoolscanhelptoimproveteamdynamicsevenfurther Task managementmaybestreamlinedandclearcommunicationcanbefacilitatedbyproject managementsoftware.Collaborationplatformsfacilitateconstantandefficient communicationbetweenmembersofateam.
EmbraceAdaptivePlanning Flexibilityisessentialinthefast-pacedfieldofsoftwaredevelopment.Teamsmaybe flexibleandresponsivetounforeseenobstaclesandchangesbyusingadaptiveplanning. Teamsthatuseflexibleplanningarebetterpreparedtoadjusttonewknowledgeand evolvingsituations.Thisstrategylowersthepossibilityofmajorsetbacksandpermits ongoingdevelopment.Adaptiveplanningissupportedbyseveralapproaches.Agile placesastrongemphasisoniterativedevelopment,whichpermitsfrequentfeedbackand modification.Itpromotescooperationandclientparticipationthroughouttheproject's lifetime.MaximizingvaluewhilereducingwasteisthemaingoaloftheLean managementprinciple.Itencouragesproductivityandtheconsistentdeliveryoftiny, doabletaskincrements.
ThinkofasoftwarecompanythatusedAgile methodology Theywereabletoswiftlyrespondto customerinputanddevelopmentsinthemarketby dividingtheirprojectintosprintsanddoingfrequent retrospectives.
Theirabilitytoadaptallowedthemtosuccessfully launchtheirproductbeforerivalswhowerelockedinto strictplanningstages.
CultivateaLearningEnvironment Long-termprojectsuccessdependsonacultureof ongoingeducationandprofessionalgrowth.Itdevelops creativity,strengthensteamdynamics,andequipsgroups totakeonnewproblems.Teammembersstaycurrenton emergingtechnologies,techniques,andbestpractices throughongoinglearning.Employeeengagementand moralearealsoraisedsincetheyfeelappreciatedand caredfor.Thereareseveralwaystogoaboutfosteringa cultureoflearning.Teammemberscanlearnnewskills andinformationpertinenttotheirresponsibilities throughregulartrainingsessions.Acollaborative learningenvironmentisfosteredbyencouragingteam memberstosharetheirknowledgeandexperiences.A softwarefirmismorelikelytoproducecreativeideas andadjusttomarketchangesifitregularlyfunds trainingandknowledge-sharingevents.Theycan overcomeobstaclesandmaintaintheircompetitiveness becauseofthisproactivestrategy
DevelopaRobustRiskStrategy Managingriskseffectivelyiscriticaltoovercoming obstaclesinsoftwareprojects.Teamsmayavoid potentialdifficultiesfromderailingtheirprojectsby recognizingandminimizingrisksearlyon. Identification,evaluation,andprioritizationofrisksare allpartofastrongriskstrategy,whichisthenfollowed bytheimplementationofmitigatingactions.Several methodscanhelpinriskassessmentandreduction. Prioritizingpossiblehazardsaccordingtotheirseverity, theRiskAssessmentMatrixassistsinassessingtheir effectandlikelihood.Awarenesstraininghasalsoproven usefulintransformingandimprovingyourriskand securitystrategy.Aquantitativeanalytictechniquecalled MonteCarloSimulationmakesuseofstatistical modelingtoforecasthowrisksmayaffectprojectresults, enablingmoreinformeddecision-making.Companies areabletoforeseehazardsandtakeactionbeforethey developintoseriousproblemsbyroutinelyupdatingand assessingthismatrix.Theirprojectsuccessratesand stakeholdersatisfactionincreaseddramaticallyasa resultofthisproactivestrategy.
