{"id":3877,"date":"2019-03-26T06:53:20","date_gmt":"2019-03-26T01:23:20","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3877"},"modified":"2024-04-23T12:39:52","modified_gmt":"2024-04-23T07:09:52","slug":"a-new-face-a-new-a-game-rebranding-in-fashion-retail","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/a-new-face-a-new-a-game-rebranding-in-fashion-retail\/","title":{"rendered":"A New Face, A New A-Game: Rebranding In Fashion Retail, And Why It Sometimes Fails"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a132ffe23c0f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a132ffe23c0f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/a-new-face-a-new-a-game-rebranding-in-fashion-retail\/#les-memorables-the-brands-that-rebranded-successfully\" title=\"Les Memorables: The Brands That Rebranded Successfully\">Les Memorables: The Brands That Rebranded Successfully<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/a-new-face-a-new-a-game-rebranding-in-fashion-retail\/#to-rebrand-or-not-to-rebrand\" title=\"To Rebrand Or Not To Rebrand\">To Rebrand Or Not To Rebrand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/a-new-face-a-new-a-game-rebranding-in-fashion-retail\/#best-not-considered-this\" title=\"Best Not Considered, This\">Best Not Considered, This<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/a-new-face-a-new-a-game-rebranding-in-fashion-retail\/#the-change-before-the-change-behind-the-scenes\" title=\"The Change Before The Change- Behind The Scenes\">The Change Before The Change- Behind The Scenes<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Rebranding a company is never an easy task. After all, how do you give a known person a whole new identity? Will it work? Will people like the new image? In today\u2019s times, these questions plague companies and branding agencies alike, more so than they did a few decades ago. This is because today, storytelling drives almost all successful brands and it isn\u2019t always easy to fit a new narrative that respects the existing story and also paves the way for a new, evolved version.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The proof of the uphill climb is in the rebranding of Zara which recently faced a lot of backlash on twitter-verse. Unfair or otherwise, a rebranding exercise is meant to bring in more, often new demographics into the brand\u2019s market share. In many ways, it is a long-term vision. Therefore, people used to the old Zara logo may mind the new one, but will they stop buying from the brand because of just that reason? Also, as a new generation of shoppers flock to the market, is this the logo that they will grow to love?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most importantly, does a rebranding exercise entail only a logo change? Can a rebranding exercise be temporary? What happens within the organization that reflects in more subtle ways? Buckle up and take a seat because our dive today goes very, very deep.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"les-memorables-the-brands-that-rebranded-successfully\"><\/span><b>Les Memorables: The Brands That Rebranded Successfully<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Some stories of fashion rebranding are timeless. From Gucci and Zara to Marks &amp; Spencer, fashion sure knows how to adopt a new style.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fashion circles, rebranding and a logo change often precede the arrival of a new creative director as a way to comply with a new vision. Director Hedi Slimane was involved in the rebranding of Celine in fall 2018. From dropping the accent to new typography, this move was Hedi\u2019s tribute to an older era of fashion.<\/span><\/p>\n<figure id=\"attachment_3879\" aria-describedby=\"caption-attachment-3879\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3879\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/download-300x118.jpg\" alt=\"\" width=\"750\" height=\"296\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/download-300x118.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/download-768x303.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/download.jpg 842w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3879\" class=\"wp-caption-text\">Source: The Fashion Law<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Where Hedi Slimane goes, rebranding seems to follow. In 2012, as the new director of Yves Saint Laurent, he was again part of a rebranding campaign, albeit not a very successful one. How did the same director achieve two different outcomes in separate companies?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One possible explanation is that rebranding is not an exercise that can afford to be focused inward only. Brand perception in the market is heavily dependent on how customers see the new move. Moreover, separating the ready-to-wear line from couture and calling it just Saint Laurent seemed like a raw deal to people who preferred the perceived luxury of the former option.<\/span><\/p>\n<figure id=\"attachment_3880\" aria-describedby=\"caption-attachment-3880\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3880\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/data_image_jpegbas\u2026-249x300.jpg\" alt=\"\" width=\"750\" height=\"904\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/data_image_jpegbas\u2026-249x300.jpg 249w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/data_image_jpegbas\u2026.jpg 342w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3880\" class=\"wp-caption-text\">Source: Amazon<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A parody company called <strong>What About Yves<\/strong> was thus born with t-shirt captions like Ain\u2019t Laurent Without Yves trending and giving the nascent brand visibility. In a way, YSL ended up spending on the success of someone else.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, Celine isn\u2019t making the same mistakes. Perhaps, the small change is simply an ode to the famous director who first introduced skinny pants for men and his overarching vision of what the future of fashion would look like. Celine, in this case, has steered clear of major changes, and only shifted to a slightly different font style. Thus, the brand image isn\u2019t lost even as it commemorates a new, landmark change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For luxury houses that have traditionally been perceived as being aspirational and not accessible, a logo change is a great way to signal to customers that they are changing with the times. Brands like Louis Vuitton that traditionally advertised in print and shows are also now moving to digital platforms, and a change in the visual language is merely an expression of this change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Speaking of Louis Vuitton, they aren\u2019t ones to shy away from bold calls. In 2018, they hired a new director for their menswear range, collaborated with streetwear brands to tap into the hottest trend, and- you guessed it- rebranded themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, as opposed to just a visual change, Louis Vuitton is signaling a shift in internal processes as well. They now have one of the most diverse fashion portfolios ever, an omnichannel presence and even a slightly different use of their monogram on accessories. Indeed, they have even dropped the monogram\u2019s use on some accessories- that\u2019s just how much of a recall value their products have. Even as they are stepping into streetwear, LV\u2019s streetwear will always be a class apart thanks to the design team that is hard at work.<\/span><\/p>\n<figure id=\"attachment_3881\" aria-describedby=\"caption-attachment-3881\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3881\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/peter-saville-burberry-monogram-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/peter-saville-burberry-monogram-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/peter-saville-burberry-monogram-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/peter-saville-burberry-monogram-1024x683.jpg 1024w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3881\" class=\"wp-caption-text\">Source: Grailed<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Other brands are not falling behind either. For the first time in two decades, Burberry has undergone a rebrand under director Riccardo Tisci. The iconic beige and brown print and checks have now given way to a more spunky, modern monogram that features the letters T and B (for the founder Thomas Burberry) interlocking together, a vision created by one of the most famous visual designers of our time, Peter Saville. If #nostalgia was the theme of 2018, Burberry was not too far behind in introducing new motifs with a glorious throwback to the founder\u2019s history and the brand\u2019s very inception.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not all rebranding is permanent. With each new creative director comes in a new logo, or so it would seem. Fashion retailers also know the power of global events, especially the ones steeped in tradition such as the royal wedding. In the summer of 2018, Marks &amp; Spencer became Markle &amp; Sparkle for a while. By cleverly retaining their original typography and brand codes, they were able to instantly grab attention. People would read the store\u2019s name, wonder what happened to M7S and voila! It was the same store they\u2019d known and loved for so long. For those walking into the store, there were photo booths and memorabilia commemorating the occasion.<\/span><\/p>\n<figure id=\"attachment_3884\" aria-describedby=\"caption-attachment-3884\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3884\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/MarkleSparkle-20180522071709571-300x200.jpg\" alt=\"\" width=\"750\" height=\"501\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/MarkleSparkle-20180522071709571-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/MarkleSparkle-20180522071709571-768x513.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/MarkleSparkle-20180522071709571.jpg 876w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3884\" class=\"wp-caption-text\">Source: Campaign<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Temporary rebrands are the new trend in retailing. Brands like Three rebranded temporarily for the football world cup while Harvey Nichols became Holly Nichols all through September to mark the opening of their new women&#8217;s wear sections.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perhaps no discussion of a successful rebrand is complete without mentioning the iconic tale of Gucci. The almost-century-old brand was weighed down by the double GG logo by the time Marco Bizzari took over as CEO in 2015. However, as a seasoned leader, he knew when to seek help and where to get it from. In came Alessandro Michele with his bold sense of design and no interest in shying away from expression. Together, they figured out that the brand needed to take itself less seriously to appeal to the no-nonsense millennial populace.<\/span><\/p>\n<figure id=\"attachment_3887\" aria-describedby=\"caption-attachment-3887\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3887 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/17437731_1669196039770198_144040730522812416_n.jpg\" alt=\"\" width=\"750\" height=\"750\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/17437731_1669196039770198_144040730522812416_n.jpg 750w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/17437731_1669196039770198_144040730522812416_n-150x150.jpg 150w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/17437731_1669196039770198_144040730522812416_n-300x300.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/17437731_1669196039770198_144040730522812416_n-75x75.jpg 75w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/17437731_1669196039770198_144040730522812416_n-80x80.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3887\" class=\"wp-caption-text\">Source: Gucci<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Out went the monogrammed accessories and in came hip-hop stars, self-deprecating humor, great memes made in-house and the now iconic #TFWGucci that trended majestically, thanks to a splash of the funny bone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, Gucci is one of the oldest brands to be on <\/span><a href=\"https:\/\/www.fastcompany.com\/most-innovative-companies\/2018\"><span style=\"font-weight: 400;\">Fast Company&#8217;s list of the World\u2019s Most Innovative Companies<\/span><\/a><span style=\"font-weight: 400;\">, and the only luxury (legacy?) fashion brand to be on the list. \u201cFor bringing streetwear swag to a 96-year-old company\u201d, the write up says. And it all began with two very important people who <\/span><a href=\"https:\/\/www.fastcompany.com\/40517585\/meet-the-man-who-made-millennials-fall-in-love-with-gucci\"><span style=\"font-weight: 400;\">didn\u2019t take their job too seriously.<\/span><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"to-rebrand-or-not-to-rebrand\"><\/span><b>To Rebrand Or Not To Rebrand<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Looking at so many success stories, it is tempting to experiment with rebranding. However, the path to a new visual identity is littered with many skeletons of failed attempts. Sometimes, it comes as a shock to discover just how much money companies pour into what is, at its core, a very expensive marketing campaign.<\/span><\/p>\n<figure id=\"attachment_3889\" aria-describedby=\"caption-attachment-3889\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3889\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/pepsi_logo-300x128.gif\" alt=\"\" width=\"750\" height=\"319\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/pepsi_logo-300x128.gif 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/pepsi_logo-470x200.gif 470w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3889\" class=\"wp-caption-text\">Source: Brand New<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Pepsi experienced this first hand when they switched to the new logo. It wouldn\u2019t have become as much a point of discussion as it did if they didn\u2019t actually pay $1 million to make the change. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, everything from the Pantheon to the golden ration and even the Earth\u2019s magnetic core feature as <\/span><a href=\"https:\/\/www.cbsnews.com\/news\/pepsis-nonsensical-logo-redesign-document-1-million-for-this\/\"><span style=\"font-weight: 400;\">explanations for the change<\/span><\/a><span style=\"font-weight: 400;\"> for a brand that essentially sells carbonated, flavored water. The reason? The Pepsi brand has a magnetic pull, much like the Earth. This probably made for a satisfying internal explanation but customers were not amused. Worse, most of them <\/span><a href=\"http:\/\/articles.latimes.com\/2009\/mar\/03\/business\/fi-neil3\"><span style=\"font-weight: 400;\">didn\u2019t even care<\/span><\/a><span style=\"font-weight: 400;\">, thus sending the aforementioned $1 million down the proverbial drain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It surely makes us wonder- when does a good story go too far?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rebranding is not a consideration to be made lightly, nor is it just a change of logo.\u00a0<\/span><span style=\"font-weight: 400;\">A rebrand represents more of a fundamental change- the ability to look at a new world order and change with the times. Brands like Gucci and Burberry recognized the gravitas of such a move, directed their efforts towards the end consumer, and thus won.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">When is a good time for a rebrand?<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Rebrands are a big gamble, and they take time to pull off. Years of research goes into even considering such a decision. But, a legacy brand that does not resonate with the current market bleeds the brand out slowly and steadily, leaving no chance for last-<\/span> <span style=\"font-weight: 400;\">minute maneuvers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the saying goes, nice design can look nice, but real, actual design can solve a problem. So, the first question to ask is always this- is there a significant problem that needs to be solved?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Viewing this question through the lens of an outsider is important. Internal stakeholders often have an emotional investment which can cloud honest, brutal judgment. A simple gauge for a retailer could be the number of people bouncing off of a landing page, or following on social media but not converting. Some of the signals can be more subtle- too many people browsing in a store but never buying a thing, a lack of repeat purchases, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indeed, all of these can indicate other problems apart from the brand trust factor, but if the problems persist and all else fails, it is worth taking a look at how consumers perceive the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, it is important to consider a few factors. It isn\u2019t a rebrand if the company is fairly new and hasn\u2019t had a chance to make an impression yet. In such cases, it is simply a branding exercise. Also, a complete rebrand exercise redefines the framework itself. The brand and its old story take a backseat or even become obsolete and cede space to the new narrative, inside and out. Large companies like Gucci cannot just get away with a new design language. Instead, they also need to communicate this effectively to their customers (which they did) and employees (which they also did with immense amounts of training and workshop spend).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anyone who is considering a rebranding exercise needs to take into account the potential returns on all of these expenses. What\u2019s more, cash returns can only be measured over a long time period and the initial fallout can be negative enough to want to retrace these steps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are, however, a few situations where rebranding is the only way out. Here are some signs to look out for:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">The employees are reluctant to hand out their business cards.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The brand logo has a design or language that is no longer relevant to your current business. For example, brands that sell haute couture and make a radical switch may find that their logo is irrelevant. Thankfully, that was never an issue for Louis Vuitton since their streetwear also now features the monogram.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The recall is lost: people cannot tell the difference between the brand and a close competitor. This happens most often with car logos.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Over time, the brand\u2019s design has scattered, and no one knows which font or type to use anymore.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The business steps into a radically new avenue. For example, if Nike ever considered making formal shoes, they\u2019d definitely have to rethink their logo, language, and even their communication.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">A merger or acquisition almost always calls for a rebrand unless one of the two companies has \u00a0very strong brand equity.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The brand moves to new geographies where the original message does not resonate. This is, however, rare in today\u2019s times. With the advent of digital media, everyone around the world knows what a brand represents or have enough avenues to discover it before the actual launch.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This does raise the question of whether all logos have a global appeal. More fashion and beauty brands are moving into a sans-serif font everywhere. Think Sephora, Celine, Gap, Promod, Mango and even Fendi, Versace and Chanel. It is widely accepted that sans-serif represents the kind of minimalism that is easy to adapt to any requirement, cultural ones included.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"best-not-considered-this\"><\/span><b>Best Not Considered, This<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By now, we know that not all rebranding stories are sleeper hits. Some of them fail, and in full public view. But, no business ever sets out to fail. How, then, do some wrong calls get made anyway?<\/span><\/p>\n<figure id=\"attachment_3893\" aria-describedby=\"caption-attachment-3893\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3893 size-full\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/1_0LMmlQK22XLpiM3wCWPT-Q.jpeg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/1_0LMmlQK22XLpiM3wCWPT-Q.jpeg 750w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/1_0LMmlQK22XLpiM3wCWPT-Q-300x200.jpeg 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3893\" class=\"wp-caption-text\">Source: Medium<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Like PepsiCo, Coca-Cola also had a bad run with rebranding. In their bestselling book <\/span><i><span style=\"font-weight: 400;\">Positioning: The Battle For Your Mind, <\/span><\/i><span style=\"font-weight: 400;\">authors Al Ries and Jack Trout argue that for someone who is already at number one position in a consumer\u2019s mind, there is no need to put out a new message. They give out several examples of brands that were having a successful stint, decided to rebrand and ended up setting themselves backward. Coke is one of them. After building the world\u2019s most popular carbonated drink, they decided to build a cherry product, and an orange product, and so on. Customers were left quite consumed not just by the new flavors but also by the starkly new colors. Red is the color of Coke- and so it shall always be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the age of social media where lines between the top management and the everyday consumer are blurring, even the smallest mistake can cause a disaster.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-change-before-the-change-behind-the-scenes\"><\/span><b>The Change Before The Change- Behind The Scenes<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While no standard solution guarantees that all rebranding campaigns will work, considering whether it is necessary is always a good place to start.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most rebranding exercises are taken up by branding agencies. Some of the most spectacular and memorable rebranding has been done by veterans in the industry. For example, the Wales Tourism campaign was undertaken by Smorgasbord Studio, the name behind the rebranding of both Bloomberg and the clothing label Twenty8Twelve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Women\u2019s fashion line Milly was rebranded in 2016 by Sagmeister &amp; Walsh. Brand agencies bring with them decades of market exposure and a keen eye on what consumers want. However, the inputs from the client end are just as important to retain the soul of the business.<\/span><\/p>\n<figure id=\"attachment_3901\" aria-describedby=\"caption-attachment-3901\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3901\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/unnamed-300x200.png\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/unnamed-300x200.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/03\/unnamed.png 512w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3901\" class=\"wp-caption-text\">Source: Getty Images<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The process of rebranding begins with a fresh new look at the business, its competitors, current market, opportunities and what the brand aims to achieve. Then comes the design process which uses inputs from discussions to create a new brand identity. Usually, the brand\u2019s values are developed first followed by the visual elements and how these might look across various media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before beginning the process, the brand and the agency need to reach consensus on a few aspects, such as:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">The new vision for the brand<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What the brand does and does not want to say<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The specific need for collaterals- not all brands need all marketing material<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The amount of time the exercise might take to complete<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The process of implementation and the agency\u2019s involvement in it<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Estimated costs<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Estimated return on the investment made<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It is important to drill down to the fine details and agree on them beforehand because today, rebranding is more than just a change in the logo. It involves telling a whole new story and making it sound convincing. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some brands like Gucci are doing it just right because they started with the right kind of research. Others, however, have a long way to go to prove that they truly understand what their customers want.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">10<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Rebranding a company is never an easy task. After all, how do you give a known person a whole new identity? Will it work? Will people like the new image? In today\u2019s times, these questions plague companies and branding agencies alike, more so than they did a few decades ago. This is because today, storytelling  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3900,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[154,169,157],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rebranding In Fashion Retail, And Why It Sometimes Fails<\/title>\n<meta name=\"description\" content=\"Rebranding is a complex process, involving more than just changing a logo. 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