Meet 8 long-lasting brands proving that old doesn't mean old-fashioned

"But instead, it is Gen Z's number-one fragrance brand (per Piper Sandler's Spring 2025 Teens survey), hopping on olfactory trends-hello, tomato-scented candles and Netflix collaborations-and rapidly responding to customer desires, like expanding its Everyday Luxuries collection of fragrances to include cleansers and moisturizers in just three months. The brand's secret weapon isn't just marketing, though: Its predominantly U.S.-based supply chain enables Bath & Body Works to manufacture new products quickly to be the first to big trends."

"It named designer Haider Ackermann as its first ever creative director, and he quickly brought the nearly 70-year-old outerwear brand into the high-fashion world. Last fall, Ackermann released his first capsule collection under Canada Goose's Snow Goose label, a sleek aesthetic combination of the brand's past and future: extreme-weather outwear blended with bold colors and silhouettes. The collection garnered attention from the fashion world, with outlets including Vogue, GQ, and Elle covering the launch and helping drive a 240% increase in earned media impressions;"

Heritage brands maintain relevance by adapting to contemporary tastes and operational strengths. Bath & Body Works evolved from a 1990 mall staple into Gen Z's top fragrance brand through trend-driven scents, fast product rollouts like adding cleansers and moisturizers within months, and a predominantly U.S.-based supply chain that enables rapid manufacturing. Canada Goose shifted toward high fashion by appointing Haider Ackermann as creative director and launching a Snow Goose capsule that fused extreme-weather functionality with bold aesthetics. That collection drew major fashion press and produced a substantial increase in earned media impressions and sustained customer engagement.

Read at Fast Company