Wall Street Journalさんのインスタグラム写真 - (Wall Street JournalInstagram)「Allbirds shot to fame with eco-friendly wool sneakers worn by Silicon Valley tech bros, Barack Obama and seemingly everyone else. But a series of missteps made the startup a standout example of a hot company that lost its way.⁠ ⁠ Allbirds is cutting back as its revenue shrinks and its cash pile dwindles. As of last Friday, its shares had lost more than 95% of their value since a November 2021 initial public offering.⁠ ⁠ The company, founded in 2016, tapped into the idea that businesses can make money, be innovative and do good in the world, especially when it comes to the environment. Its co-founders believed consumers didn’t have to stop buying stuff to help the planet, just that the stuff needed to be made differently.⁠ ⁠ It turns out that not everyone wants to dress head-to-toe in merino wool, which although better for the environment than nylon or polyester, isn’t as durable. Customers complained of holes in their sneakers months after buying them.⁠ ⁠ After the initial success of its original shoe, the Wool Runner, Allbirds tried to expand beyond its base of 30- and 40-year-olds to attract younger customers with more technical running shoes and other sneakers in brighter colors and edgier patterns. It also pushed into new categories—underwear, puffer jackets and golf shoes—but struggled to replicate the success of its first shoe.⁠ ⁠ The company lost focus, unsure if it was selling to sneakerheads or soccer moms, according to people who are familiar with Allbirds’ product development and marketing. A key business assumption, that consumers’ concerns about the environment would drive them to buy sustainable products, has been a tough sell.⁠ ⁠ Some of Allbirds’ loyal customers have dropped the brand. Its stumbles have opened the door to other sneakers that are supplanting Allbirds among tech and fashion trendsetters, such as On and Hoka. ⁠ ⁠ Read more at this link in our bio.⁠ ⁠ 📷: @cfongphoto for @wsjphotos」7月21日 1時05分