Salt & Chocolate is a Korean shoe brand under the mother brand 'Misope' with a history spanning over 6 years, yet it faced significant challenges in maintaining its trajectory, experiencing setbacks under previous management twice. When I was approached to assess the brand's situation, I was told there was nearly $10 million worth of outdated stock comprising shoes that had fallen out of trend. A buddy of mine and I took on the challenge in mid-2020, despite our uncertainties and with only one employee on board. We still tried to revitalize the brand, starting from scratch by redefining our target customers, the brand identity, determining price ranges, and addressing the pressing issue of clearing out the excess inventory while introducing a small portion of new designs to align with the brand's vision.
I came up with the brand slogan, 'the way you are', aiming to resonate with customers by encouraging them to express their true selves through their footwear choices. Maintaining a focus on modern and sleek design aesthetics proved challenging, especially given our budget constraints. And we didn’t stop taking catalog photos for 3 months to capture entire collections.
After all the headaches and hurdles, the brand began to make a turnaround. Today, Salt & Chocolate boasts a thriving team of over 15 employees, signaling a successful transformation from struggling to thriving.
WEBSITE: https://saltandchocolate.co.kr
INSTAGRAM: @SALTANDCHOCOLATE.OFFICIAL