#brand-reinvention

#brand-reinvention

So the brand reinvents itself to pull in a younger segment of the market, often by borrowing ideas from cooler competitors to seem more "on-trend." But instead of younger and cooler, the rebrand comes off as insincere, stilted, or cringey. Worse, the brand's older, core customers, who liked the brand as it was, are irritated by the changes. Instead of spurring new growth, the effort drives off some of the existing customers, leaving the brand worse off than when it started.

I have always worn my own label and never anything else. Strangely, I found I just didn't have a good jacket that felt up to the job. So, I was looking in my father's wardrobe, and I found an old Gianfranco Ferre jacket of his from the 1980s. It was in black cashmere with gold buttons. The proportions were all off on me because it was cut oversize