10
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 ...
Get HBR Insights Future of Business Boxed Set (8 Books) now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.