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HOW VINEYARD VINES USES ANALYTICS TO WIN OVER CUSTOMERS

by Dave Sutton

When brothers Shep and Ian Murray cut their ties with corporate America to start a little company on Martha’s Vineyard in 1998, their motivation was clear: “We’re making neckties so we don’t have to wear them.”1

Little did they know that the business they founded, Vineyard Vines, would become a darling of the fashion industry and a household brand name around the country.

Today, the company best known for its smiling pink whale logo offers much more than its signature neckwear. It manufactures a full line of “exclusive, yet attainable” clothing and accessories for men, women, and children. That “little” privately held business has grown tremendously since its launch ...

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