Climbing the ladder from manufacturing to launching a brand: how can technology help?

Making shoes is neither an easy task nor a simple business. That’s why many footwear manufacturers operate under private label agreements, producing for established brands to maximise profits and access new markets. However, this limits their ability to build brand identity and capture full product value. As a result, some consider launching their own brands, but doing so presents significant challenges.

Bearing this in mind, this document proposes a journey from operating under a private label agreement to launching a brand.

Using the metaphor of a ladder, we identify the infrastructure that a manufacturer already has in place and highlight how technological advances have made the production process more agile without compromising quality. We will then outline what a manufacturing company can leverage to launch a brand, covering concepts such as brand identity, brand image, and digital marketing.

In either case, we emphasise that there is no right way to manage a business. Ultimately, it is up to the manufacturers to weigh up the pros and cons and decide whether to go the extra mile. The important thing to remember is that building a brand requires strategy and long-term commitment, and it may take some time to see the results.

Contents

Summary
Private Label

      Definition

      Pros and cons for the manufacturing company
      What does it take to build a competitive manufacturing unit?

Brand
      Definition
      What does it take to build a brand?
Key Takeaways
Sources consulted