These are brands that captured the zeitgeist at some point within the past 3 decades, and enjoyed a period of considerable popularity. Each has the potential to lever the cultural impact of its golden years, but if mismanaged, risks falling out-of-step with modern consumers.
So what is it that keeps some brands fresh for new generations, and what causes others to lose touch with their audience?
In this briefing we have taken 15 apparel brands and analysed what their next steps may be to ensure that wherever fickle consumer tastes go, they stay relevant and find a whole new generation of fans.
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