Brand building
August 2023
Stepping out of lockdown: Launching a footwear brand during a pandemic
By Claudia Yoshinaga, Elisa Larroudé, John Mullins
Marina Larroudé stared glumly at all the crossings out on the proposed boots order for the autumn collection. Her husband Ricardo wanted to cut her suggestions by nearly half – in models, colours and quantities. Their fledgling shoe business had begun to a promising buzz a few months ago, but las...