Butora

Butora's partnership with HARNESS in 2016, shortly after entering the US market, was a pivotal moment. The South Korean company, with its growing popularity and well-received climbing shoes, was on the brink of a breakthrough. The Butora team’s dedication, seen in their shoe demos at climbing gyms across the country, was paying off, albeit slowly. This partnership with HARNESS was the boost they needed to accelerate their growth. However, the brand's full potential was beyond the reach of its small team. The company lacked the digital sophistication and marketing strategy to attract the right audience and track the success of its campaigns through analytics. To catapult the brand to success, Butora needed a solid marketing strategy with strong execution and the technology to measure and analyze key performance indicators. HARNESS's approach was strategic and thorough. We began our engagement with Butora by interviewing all stakeholders, gaining a deep understanding of the team's strengths, weaknesses, and values. This allowed us to align our marketing efforts with those of the sales team, implementing a push-pull strategy that maximizes sales in both wholesale and e-commerce. We then implemented a right-sized marketing technology stack to ensure success in each of the channels defined in our strategy. This comprehensive approach reassured Butora that they were in good hands.