Amid the height of its newfound cultural success, how can Stanley avoid falling into the ‘Ugg trap’?
The Drum spoke to co-founder and CSO Michelle Du-Prât about the Stanley-cup-phenomenon and how embracing the it’s fan grown ecosystem is key to the brand’s next steps:
“Stanley needs to understand the true diversity of how it can appeal in so many different ways and create the experiences and communities that live around those different fandoms; that’s the opportunity. There’s so much fear that Stanley is going to move away from its core audience but it is a product that everyone can enjoy but in different ways.”
