IS IT POSSIBLE TO RELAUNCH A LUXURY BRAND?

I agree with "the manufacturer" - yes, it's possible. But the success depends on many factors. Belstaff for example just presented its new fashion collection which clearly reflects the brand's heritage but with modern sportive (sorry, I meant "athleitic") elements. In order to rejuvenate and reach out for millenials. And already you can see the "shitstorm" starting in the social media. WHY didn' the incumbent Gucci fans start their shitstorm when Michele radically changed GUCCi's design language? Such fundamental change processes neccessitate more than launching a new, younger brand - you need to keep the relationship with existing customers. And, by the way, from my own experience I can tell you that often the biggest shitstormers and defenders of the past did not even buy any product of yours for a couple of years. So it's possible but tricky. And definitely more challenging then launching a fresh start-up. But isn't it worth it to help to sustain a brand with long heritage? It all depends on your values.

https://www.themanufacturer.com/articles/possible-successfully-relaunch-luxury-brand/

#luxury #brand #transformation