Brand succeeded at switching from bargain-basement to custom-made.
To “pivot” in politics is to answer a question in a way that changes the subject. In business, to pivot is to change the subject in another way – by taking a company in a radically different direction. The folks at California’s 9Five Eyewear showed themselves as masters of the pivot when they dropped their $37 cheap-o models and started to custom-manufacture in Hong Kong. The result: three stores, seven-figure revenues and a celebrity following.