Budapest: Where Every Corner Holds a Story, Every Street an Adventure
Hollister: From California Vibes to All-inclusive Global Fashion Brand
ADELE COOK
Chief Learning Ofcer and Speaker
Arizona Department of Economic Security
A Leader Who Championed
MARKETING COORDINATOR (AMERICAS)
PR & MARKETING COORDINATOR
BUSINESS DEVELOPMENT EXECUTIVE
Peter J. James H. Grace
CREATIVE CONTENT EDITOR
Shalmali W.
CREATIVE DESIGN HEAD
Sankalp K.
GRAPHIC DESIGNER
Ashwini D.
SOCIAL MEDIA MANAGER
Narendra S.
DIGITAL CIRCULATION MANAGER
Amanda V.
She Means Business!
Welcometothisspecialissueof “The Enterprise World” wherewecelebratetheremarkablewomen whoareredefiningleadershipintheever-evolvingworldofbusiness.Thetitle,“TheMostIconic WomenBusinessLeaderstoWatchIn2024,”isn’tsimplyacatchyphrase.Thesewomenarenot justsuccessfulCEOsorindustrytitans–theyarepioneers,innovators,anddisruptorswhoare shatteringglassceilingsandforgingnewpaths.
Fortoolong,theimageofabusinessleaderhasbeendominatedbyasingulararchetype.Yet,the landscapeisshiftingdramatically Womenarerisingtotheforefront,bringingwiththemdiverse perspectives,unwaveringresilience,andacommitmenttobuildingamoresustainableandequitable future.
Thewomenfeaturedinthisissuerepresentapowerfulcross-sectionofindustriesandbackgrounds. Theyaretechvisionaries,socialentrepreneurs,andseasonedveteranswhohavenavigatedcomplex challengesandemergedstronger Theirstoriesarenotjustaboutindividualtriumphs,butaboutthe collectivepowerofwomentorewritethenarrativeofbusinesssuccess.
Throughoutthesepages,you’llencounterinspiringstoriesofwomendefyingexpectationsand challengingthestatusquo.You’lllearnabouttheirjourneys,theirleadershipphilosophies,andthe groundbreakingideasthey’rebringingtolife.Wehopetheseprofilesigniteyourownambitionsand leaveyoufeelingempoweredtopursueyourownversionofsuccess.
Onthecoverofthisissue,wehavefeaturedAdeleCook(ChiefLearningOfficeratArizona DepartmentofEconomicSecurity).Adeleisaproudservantleaderwithvaluesrevolvingaround dedication,trust,integrity,fairness,andperformance.Shebelievesincultivatingathriving environmenttoenablepeakperformance.
Asweturnthepagetoaneweraofbusiness,onethingiscertain:thefutureisfemale.Thewomen you’llmeetinthisissuearejustaglimpseoftheincredibletalentdrivinginnovationandchange. Weinviteyoutojoinusincelebratingtheirachievementsandsupportingthemastheycontinueto shapetheworldofbusinessinprofoundways.
Shalmali W. halmaliS
Forthecoverreadabout-
Onthecoverofthisissue,wehavefeaturedAdeleCook (ChiefLearningOfficeratArizonaDepartmentof EconomicSecurity) Adeleisaproudservantleaderwith valuesrevolvingarounddedication,trust,integrity,fairness, andperformance.Shebelievesincultivatingathriving environmenttoenablepeakperformance.
WhenAdelejoinedtheAZDES,ithadadecentralized learninganddevelopmentfunctionwitha“trainingonly” focus.Adeleandtheleadershipatthetimerealizedthe massivepotentialiftheycouldmergethetrainingunits.They predicteditwouldimprovequality,processes,timeliness,and efficiencybyenablingthetrainingmemberstoworkon multipleprojectssimultaneously—increasingflexibility.
However,thebiggestchallengewasgainingsupportinthese endeavors.Formanyyears,thetrainingfunctionwasa passionprojectforAdeleassheledtheeffortstoboostits popularity.
Adelehaswitnessednumerousiterationsofthetraining function—fromthedecentralizedtoacommunityofpractice, toacommunityofexcellence,toafederatedmodel,andnow toamodifiedyetfederatedmodel.Ateightyearsold,the functioningoftheofficeiscurrentlycentralizedasthe businessunitschoosetheirprojectsandstaffinglevels.
“It took planning and gaining acceptance and support, hiring the best people, and bringing enhanced quality to the mix so that we were serving our agency in the best way,” shesays.
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Adele Cook
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Budapest: Where Every Corner Holds a Story, Every Street an Adventure
History of Nike: The Story of the Swooshing Shoes
36
Hollister: From California Vibes to Allinclusive Global Fashion Brand
44
5 Mistakes to Avoid When Planning a Business Event
A Leader Who Championed the Training Function Revolution
A separate learning and development unit for different divisions was standard practice for decades. While the distinct units approach worked well in the past, modern leaders noticed room for improvement.
Around eight years ago, things nally changed—the Arizona Department of Economic Security (AZDES) shifted its approach to a more unied Ofce of Professional Development (OPD). The transition wasn’t a massive deal on paper, yet it signicantly impacted the outcomes across the organization—enhancing employee operations, cultivating a sense of belonging, and boosting productivity.
While there was a lot of support leading up to this change, there were also question marks. At the helm of the Arizona Department of Economic Security, one of the pivotal professional development leaders championing this transition was its Chief Learning Ofcer Adele Cook—making her one of the most iconic leaders to watch in 2024.
Chief Learning Ofcer and Speaker
Arizona Department of Economic Security
FindingInspirationthroughChallenges
WhenAdelejoinedtheAZDES,ithadadecentralized learninganddevelopmentfunctionwitha“trainingonly” focus.Adeleandtheleadershipatthetimerealizedthe massivepotentialiftheycouldmergethetrainingunits. Theypredicteditwouldimprovequality,processes, timeliness,andefficiencybyenablingthetrainingmembers toworkonmultipleprojectssimultaneously—increasing flexibility.
However,thebiggestchallengewasgainingsupportin theseendeavors.Formanyyears,thetrainingfunctionwas apassionprojectforAdeleassheledtheeffortstoboostits popularity
Adelehaswitnessednumerousiterationsofthetraining function—fromthedecentralizedtoacommunityof practice,toacommunityofexcellence,toafederated model,andnowtoamodifiedyetfederatedmodel.Ateight yearsold,thefunctioningoftheofficeiscurrently centralizedasthebusinessunitschoosetheirprojectsand staffinglevels.
“It took planning and gaining acceptance and support, hiring the best people, and bringing enhanced quality to the mix so that we were serving our agency in the best way.”
AProudServantLeader
Adeleisaproudservantleaderwithvaluesrevolving arounddedication,trust,integrity,fairness,and performance.Shebelievesincultivatinga thriving environmenttoenablepeakperformance.Thedefinition ofthrivingforAdeleisprovidingindividualswith psychologicalsafety,wheretheyareheardandcared aboutwithuncompromisedtransparency
CommunicationisavitalpartofAdele’sleadership philosophy.Sheconductsaweekly“CLOChat”tokeep thecommunicationclearandhonest.Justrecently,Adele sharedherleadershippointofviewwiththeentireteam tobetterunderstandtheirexpectationofher The organizationalsohas“Wewills,”tosetthetoneof interactionsandbehaviorsforall.
Metrics related to all the OPD programs:
“I imagine my leadership style will continue to evolve, but it seems to be working: the last eNPS of the entire team was sixty-seven, and of management (just a few weeks ago) was seventy-six.”
OrganizingForward-ThinkingInitiatives
Today,professionaldevelopmentisanultimaterecruitingand retentiontoolthatfrequentsthelistof things most employees consider before joining the organization—italsonecessitates innovationtoachievesuccessfulretention.
DuringAdele’stenure,creatingthefederatedOPD enterprisemodelwasacriticalrisk.Itrequiredsix monthsofcontinuousworktogainagreementanda one-yearpreparationperiodbeforeimplementationto minimizerisksasmuchaspossible.Accordingto Adele,innovationandrisktypicallytaketheformof forward-thinkinginitiativestoimprovethe organizationalcultureofprofessionaldevelopment.
Duetothecomplexnatureofthejob,rollingout innovativelearningprogramswithbusinesspartners
thatcouldpotentiallyfailisasignificantrisk.Itisespecially crucialforArizoniansatvulnerablepointswhomightnotget thenecessaryserviceswithoutsolidpreparation.OPD mitigatesriskbymerginginnovationwithtraditional methodstargetedaroundon-the-jobperformanceandthe KPIsofbusinesspartners.
“Measured innovation enables the team to bring significant yet gradual changes—ensuring stability and continuous improvement.”
NurturingtheTalent
Toidentifytopperformers,OPDassessescurrentjobskills andleadershippotential.Theprocessmightinvolve experienceaspeerreviewersorprojectteamleads.For instructors,thisincludesobservationandevaluationmetrics. Itevaluatesinstructionaldesignersthroughcourseware audits,peerreviews,andlearnerfeedbacksurveys.
We value both leadership ability and strong performance while recognizing that advancement isn't always vertical; we also develop talent for specialized roles.” “
Developmentfocusesoncertificationprograms, mentoringbyexperiencedteammembers,andindividual coachingbymanagers.Learningfromcolleaguesisakey driverofgrowth,withformaltrainingplayingasmaller roleandself-directedlearningbeingthemostsignificant factor.Theorganizationactivelyencouragesmentorship bycreatingdedicatedtimeandhasrecentlyimplemented acompany-wideprogramtoensurecontinued excellence.
ProvidingSafetyandEconomic Security
Arizona'sDepartmentofEconomic Security(AZDES)isasocialservices agencywithover9,000employeesstatewide.Itsmissionistoempower vulnerableArizonanstowardsafetyand economicsecurity.Toachievethisaimit offersnumerouscomprehensive solutions—fromchildcareassistance anddisabilityservicestounemployment insuranceandagencycollaborations.
WithinthisstructureliestheOfficeof ProfessionalDevelopment(OPD), responsibleforagency-widetraining anddevelopment.Theofficereportsto theDeputyDirectorforOperations. OPDprioritizesspeedandperformance throughaspecializedteamstructure.
EachAZDESdivisionhasdedicated OPDinstructionaldesignersandtrainers whonurturestrongpartnershipsand subjectmatterexpertise.Itensuresthat trainingalignswithdivisionalneedsand thatinstructorsarewell-equippedto tacklethespecificchallengesofthe programarea.
EmpoweringtheNobleWorkforce
AZDESoffersvariouslearninganddevelopmentservices,includingjobskills training,leadershipdevelopment,coaching,andconsulting.Itcontinually collaborateswithpublicandprivateorganizationstoensurehigh-quality, impactfultrainingfortheDESteammembers.Theobjectiveistoempowera workforcetoupliftArizonansduringtheirmostvulnerablemoments.
AsaClient-focusedanddata-drivenorganization,AZDEStailorsitsservicesto theirclientneedsandmeasuresthesuccessofeachservicethroughROIand feedback.Itidentifiesthegapsbetweenclientrequestsandagencytrends, constantlycreatingsolutionssuchastheagency-wide"Person-Centered Approaches"course.
Metrics for the Advanced Leadership Program:
“I like to say that learning and development is a noble profession, and when performing it in support of the most vulnerable, it becomes a noble calling.”
AtAZDES,strategicplanningplaysacriticalroleinensuringcontinuousimprovement.ItsBreakthroughObjectives(BTOs) focusonlong-termagencygrowthandOPD'sinternaldevelopment.ThecurrentBTOof"CultivatingaCultureof ContinuousLearning"expandsprofessionaldevelopmentoptionswhileintegratingthemintoagencycultureforbetter accessibility
TacklingSetbackswithaBalancedApproach
Adele’sprimaryconcernisensuringtheresponsibleuseoftaxpayer(investor)funds,avoidingwastedtimeonunsuccessful products,andadequatelypreparingherteamtomeetDESgoals.
Toavoidfailures,Adeleaccuratelyevaluateseachinitiative. Accordingtoher,recoveringfromafailedattemptunharmed isascrucialasachievingsuccess.Thisemphasison recoverabilityfosterspsychologicalsafety.Byaligning productsandserviceswiththebusinessneeds,AZDES minimizestheriskofmissingthetarget.Itsrobust certificationprogramsensureteamcompetency
StayingAheadoftheCurve
Ever-readywithitseffectivelearningsolutions,AZDES maintainsacloserelationshipwithitsbusinesspartnersto supportthemduringthechangingconditions.
Strategicallyaligningitsproductsandservicestothe businessKPIsputsOPDinauniquepositiontodrive success.
Atanagencylevel,AZDESiscurrentlygoingthrough multiplemodernizationprojects—OPDpowersprofessional developmentandattimeshelpswiththecreationofnontrainingartifactsrelatedtopoliciesandproceduresinsupport oftheprojects.
Understandingthecrucialroleoflearninganddevelopment, Adelespendsqualitytimewithhercolleaguesandattends webinarsandconferencestogaugetheagencysituation better.Shetransferstheselearningstoherteamto collectivelystayattheindustryforefront.
“Our leadership development program is best in class in design and delivery and has driven improvements in productivity, performance, and planned retention.”
A game-changer function
ThesuccessofOPD revolvesaroundcreatingan environmentthatempowerstheentireorganization.Every productisdesignedpreciselywithkeyperformance indicators(KPIs)inmind—directlyenhancingthe performanceofitsteammembers.Italsohelpsbetter supportthoseinvulnerablecircumstances.
Theinvestmentinadedicatedlearninganddevelopment (L&D)functionisagame-changerfortheagency The internalteamsareagileandadaptwelltomeetspecific demands,especiallycomparedtoexternalvendors.This approachhasbeeninstrumentalinitssuccess,empowering bothDESteammembersandtheagency
Successful Product Launches, Programs, and Solutions
Leadership Development Program:
• Starts with the Leadership Essentials Program
• Followed by a 12-month Advanced Leadership Program with ongoing support
• Adopted by other agencies and featured in conferences/articles
• Success due to collaboration with internal/external experts and subject matter expertise within DES
Job-Specic Training Program:
• Implemented over time and adopted by business partners with positive feedback
• Success due to internal team collaboration
Person-Centered Approaches Class:
• Early program but end-of-class data shows promise for a positive impact
DECODE Standard Practice:
• Combines traditional design with Agile methodology
• Ensures quality, timely, and impactful training
• Well-received by business partners
Where EVERYCORNER Holds a Story, EVERY STREET an ADVENTURE
Did you know Budapest is home to one of the world’s oldest metro systems? After London, Budapest Metro is the second oldest underground railway in the world. It is widely known for its stunning architecture, vibrant nightlife, and rich cultural heritage. But this is not all about it. From the majestic Hungarian parliament building to the lively ruin bars, there’s an endless array of experiences to be discovered in this city.
Join us on a journey where we will learn about the rich and fascinating history of the city, its cultural heritage, some of its interesting facts, and a brief guide on how to explore the city.
Climate & Best Time To Visit
Budapest experiences a humid continental climate. Summers are hot, often reaching high temperatures, while winters are cold and dry, though they tend to be relatively short.
In winter, the average temperature is between 34°F - 40°F, but it can get low as -14°F.
In summer, the average temperature is 69°F, but the city suffers from several heat waves with highs of over 86°F.
ThebesttimetovisitthecityisMayorSeptember.Youwillbeabletowalkaroundinshort sleevesatthattimeandneedwarmjacketsatnight..
Rich and Fascinating History
TheearliestevidenceofhabitationinBudapestdatesbacktotheStoneAge.Inthelate9thcentury,Hungarians arrivedandestablishedBudaandPest,withBudabecomingtheroyalresidenceinthe13thcentury
In1541,theOttomanEmpiretookoverBudaandrulednearlyfor150years.In1686,Habsburg,apowerful EuropeanDynastyborecontroloverBuda.Itcametolifein1873whenthethreehistoricallyrichtownsofBuda, Óbuda,andPestcombinedtoformthecityofBudapest.
WorldWarIIcausedheavydestruction,resultinginextensivedamageandlossoflife.Manybuildings,including thebridgesovertheDanubeRiver,weredestroyed. Afterthewar,thecitywasunderthecontroloftheSoviets untiltheendofcommunismin1989.ThecitybecamepartoftheEasternBloc,underthegroupofcommunist statesunderSovietdominance.
The1956HungarianRevolutionwasakeymomentofresistanceagainstthecommunistregime.InOctober 1956,theSoviet-imposedpoliciesandthecommunistgovernmentbeganinBudapest.TheHungarianRevolution sawmassprotests,armedresistance,andatemporaryoverthrowofthegovernment.Therevolutionledto thousandsofdeathsandremainsasignificantsymbolofthestruggleforfreedomandresistanceagainst oppressioninHungarianhistory
Budapest,thecapitalofHungary,ispopular amongtouristsandvisitors.In2019,itwas awardedasoneofthefinestdestinationsin Europe.Thecityoffersmultipleculturaland wonderfulviewstovisitors.Whicheverside youchoose,onethingisforsure:afantastic panoramaopensbeforeyoureyesfromthe banksoftheDanube.Itwasthefirsttobe listedintheWorldHeritageSite,followed bytheBudaCastleDistrictandthehistoric surroundingsofAndrássyAvenue.
OnbothsidesoftheDanubeRiver,there arefantasticmasterpiecesofarchitecture, suchastheparliament,theheadquartersof theHungarianAcademy,theGresham Palace,andtheVigadobuildinginthePest.
Anothermasterpiece,AndrássyAvenuewas addedtotheUNESCOWorldHeritageList duetoitsstunningbuildingsalongthe roadside.Theseinclude-theOperaHouse, theNeo-RenaissanceAcademyofMusic, theArtNouveauFashionHall,Heroes’ Square,theMuseumofFineArts,andthe MilleniumMonument.
MUST-SEE SIGHTS 8
DanubePromenade:ItisascenicwalkwayalongthebanksoftheDanube River,offeringbreathtakingviewsofthecity'siconiclandmarks.Visitorscan strollalongtheriver,enjoyingviewsoftheParliamentBuilding,BudaCastle, andtheChainBridge,especiallyatthetimeofsunset.
DohanyStreetSynagogue:ItisthelargestsynagogueinEuropethatservesas asymbolofBudapest’sJewishHistory.Peopleallaroundvisitheretoseeits MoorishRevivalarchitecture,stunninginteriors,andmovingHolocaust memorial.
BudaCastle:ItstandsasamajesticsymboloftheroyalhistoryofBudapest’s past,offeringpanoramicviewsofthecityandhousingmuseums.
GellertBaths:ItisthemostfamousArtNouveauthermalbathinBudapest, HungaryaswellasinEurope.Thereare10poolsofvarioussizesand temperaturesopeneverydayfrom9amto7pm.Visitingthebathisindeeda beautifulandhistoricalexperienceforvisitors.
MargaretIslands:ItislocatedinthemiddleoftheDanube River,andfeatureslushgardens,joggingpaths,recreational facilities,andhistoricallandmarkssuchastheruinsofa medievalmonasteryandamusicalfountain.
HungarianParliamentBuilding:Itisthelargestbuildingin HungarydesignedintheGothicRevivalstylethathousesthe nationalassembly.
St.Stephen’sBasilica:ItisthemostsacredCatholicChurch inHungary Visitorscanenjoythestunningviewsofthecity fromthetopoftheBasilica.
BudaCastleCaves:TheyarethenetworkofnaturalandmanmadecavesbeneathBudaCastle.Inhistory,theywereusedfor multiplepurposeslike;storagespaces,shelters,andasa hospitalduringWorldWarII.
Interesting Facts About Budapest You Didn’t Know
It hosts the Sziget Festival, one of Europe’s largest music and cultural events, attracting over 500,000 attendees annually.
The Budapest Zoo and Botanical Garden, founded in 1866, is one of the oldest zoos in the world.
Margaret Bridge is the second-oldest in the city, connecting Buda and Pest.
The Dohány Street Synagogue in the city is the largest synagogue in Europe. It can seat 3,000 people and was built in 1854 and completed in 1859.
Budapest’s Museum of Fine Arts houses an extensive collection spanning from Ancient Egypt to modern masters.
The ofcial currency of Budapest is the Hungarian Forint(Ft, HUF), sometimes mistakenly called the Florin. Hungary has been planning to replace the Forint with the euro since 2003, but still, there is no target date to adopt the euro.
Food to Try in Budapest
ItoffersadelightfulfusionoftraditionalHungariancuisinesandcontemporarydiningexperiencesthatreflectitsvibrant historyandculturaldiversity.Here,wearesharingsomeofthefoodsyoushouldnevermiss;
LÁNGOS:
ItisBudapest’stastieststreetfoodsnack.Itis madeusingflour,yeast,water,andsalt.
LECSÓ:
ItisaclassicHungariancomfortfood consistingoftomatoes,sweetpeppers,onions, andpaprika.
FŐZELÉK:
ItisoneofBudapest’smostfillingvegetarian dishesandfallssomewherebetweenasoup andastew.
PÖRKÖLT:
ItisaHungarian-stylemeatandonionstew oftenservedwithpotatoesorpasta.
RAKOTT KRUMPLI:
Itisadishoflayeredpotatoes,bakedwith sourcreamandhard-boiledegg.
Tips For Travelers
Prices:
Pricesandcostsinthecityarerelativelyinexpensive,especiallywhencomparedtootherEuropeancapitalcities.Youcanhavea goodmealfor€10oreatduringaboatridefor€69.
PublicTransports:
Youcanvisitthecityonfoot,butifyouprefernottowalk,publictransportisavailable-Metro,Tram,Bus,Trolleybus, Funicular,SuburbanTrains,andTaxis.
CONCLUSION
Budapest offers visitors an unforgettable experience, with its rich history, stunning architecture, and vibrant cuisines. Whether exploring the Danube Promenade, Gellert Baths, or tasting Hungarian avors, Budapest captivates you with beauty and charm. Its welcoming atmosphere and cultural richness invite you to create long-lasting memories with its beauty.
Nikewasestablishedon25January1964, makingitoneoftheoldestapparelbrandsin theindustry.Thecontroversiesandfacts aboutNikearenotlessthanthenumberof productsithaslaunchedinthemarket.
TherearealotoffactsaboutNikethatstill havethepowertoblowyourmind.Ifyou arethebiggestNikefan,thesefactswillact likeyourdailydoseofCaffeine.
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 Mistakes to Avoid
When Planning a Business Event
Planningabusinesseventcanbebothanexcitingand dauntingexperience.Whiletheresultsareoftenwell worthit,thereisalsoalotatstake.Fromyourbrand reputationtonetworkingopportunities,it’scrucialto getitright.Thankfully,thereisasimplewaytoensure overallsuccess.Byknowingwhattostayclearofand doingyourresearch,youcanreducethechancesof anymishapsalongtheway.Interestedinlearning more?
Belowwearegoingtodiscussfivemistakesthat youmustavoidwhenplanningabusinessevent:
1.Neglectingtodefineclearobjectives
Withoutclearobjectives,youreventcanlackdirection andpurpose.Thismaythencauseyoutowaste resourcesandpotentiallymissvaluableopportunities. Startbyaskingyourselfwhatyouwanttoachieve.Are youlookingtobuildbrandawareness?Orfoster industryrelationships?Onceyou’vedefinedyour objectives,youcantailortheeventtomeetthese goals.Ifyou’restillunsurewheretogetstarted,click here.Thearticletalksaboutcustomercentricityand howitworksbackwardswithintheeventproduction industry
2.Underestimatingbudgetrequirements
Budgetingisoneofthemostcriticalaspectsofevent planning.Underestimatingcostscanresultinfinancial strainandpotentiallycompromisethequalityofyour event.It’svitalthatyoucreateadetailedbudgetthat outlinesallofyourexpenses,suchascatering, marketing,venue,andacontingencyfund.Itshould alsobereviewedandadjustedregularlytoensurethat youstayontherighttrack.
3.Ignoringmarketingandpromotion
Eventhebest-plannedeventwillfallflatwithouteffective marketing.Failingtopromotetheoccasioncanleadtolow attendanceandlimitedengagement.Whenplanningabusiness event,besuretodevelopacomprehensivemarketingplanthat includessocialmedia,emailcampaigns,andpartnershipswith industryinfluencers.Ontopofthis,startpromotingwellin advancetokeepthemomentumgoinguntilthedayarrives.
4.Notunderstandingtechnicalrequirements
Fromsoundandlightingtoonlineregistrationsystems,technical glitchescancompletelyderailyourevent.Underestimatingor notunderstandingtheseAVrequirementscancontributetoa poorattendeeexperienceandlast-minutescrambles.Conducta techauditandtestequipmenttoensurethatitworkscorrectly Ideally,youshouldhireaneventproductioncompanyorhave techsupportstaffonhandtoassistwiththis.Theyhavethe correctknowledgetoensurethateverythingrunssmoothly
5.Failingtoengagetheaudience
Finally,amistakeyoucertainlydon’twanttomakeisfailingto engagetheaudience.Forgettingtoincludethemoftenresultsin apooratmosphereandcanpotentiallydamageyourreputation. Includeinteractiveelementsthroughouttheeventtokeep everybodyinterested.Thiscouldbethingslikeworkshops,live shows,Q&Asessions,andmore.Youcouldevenoffersomefun activitiestomakethedaytrulymemorable.
FinalWords
Planningabusinesseventforyourbusinessrequirescareful attentiontodetail.Byavoidingthesecommonmistakes,youcan createanoccasionthatnotonlymeetsbutexceedsyour objectives.Goodluck!
