The phrase “out with the old, in with the new” has defined our belief system as humans, and in many ways fueled our culture of consumerism. Within fashion especially, it is necessary for brands to present what’s current every season in order to remain in business. Simply stated, reinvention is at the crux of the fashion industry.
The storied fashion houses we now revere as icons began as revolutionaries, revitalizing aspects of a category, product or approach to establish their brands. Today, in order to remain relevant, brands must balance their historical ties and modern perception with the question of reinvention. Like the seasons of the cyclical industry calendar, to an extent this renovation comes for almost all brands. However, unlike the predictable timetable, a profound reinvention is much more extreme; its timing is entirely subjective and critical, and its impact is so far-reaching that it touches not only the brand’s collection, but also its core identity.
We have witnessed several fashion brands successfully reinvent themselves recently. To name a few, Givenchy, Burberry, Gucci, J.Crew and Keds have all heavily invested in altering and completely refreshing the perception of their labels. While ten years ago the future relevancy of these brands may have been debatable within the fashion world, today they are thriving. They have succeeded in repositioning themselves and increasing desirability amongst the masses.
But what brands are now on the cusp of reinvention?
1. Club Monaco: While not a fashion industry veteran (the first Club Monaco was opened in Canada in 1985), Club Monaco is making a resurgence with new campaigns, blogger outreach, and a mix of merchandise that lends itself to the trends without being overly trendy. This allows Club Monaco to attract a slightly older and more refined customer, compared to years passed, especially now that high/low styling has become so popular. The brand’s recent launch of their Culture Club blog ties it directly with authorities in various industries, therefore positioning Club Monaco as a brand that inspires and is inspired.
2. Halston: It used to be that the name Halston conjured instant images of seventies chic, Studio54 and Bianca Jaggar’s infinitely cool and sophisticated flair. These days, Halston’s Heritage collection brings back the iconic styles that have sadly been missing, introducing the glamour of the seventies to a new generation in a way that feels so unbelievably current. The potential to purchase Halston through high-end retailers like Net-a-Porter, but also buy their Heritage line through more accessible portals like Bloomingdale’s, will bring the brand to an entirely fresh demographic.
3. Chico’s: Though memories of mailers and catalogs may come to mind, placing one’s perception of Chico’s well in the past, their continued use of vibrant colors and patterns now evoke something more. The fact that their new campaign taps into a woman’s independence and innate power make the brand feel modern again. Part bohemian, part chic, it is as though Chico’s has the ability to complement a wide array of customers, bridging styles and ages in a way that is almost the very definition of relevant.
As dedicated marketers, consumers and brand advocates, we anxiously await what these brands have in store in the coming months. We would love to hear your thoughts on other brands on the brink of a reinvention.
Author: Elizabeth Schofield
Copy Editor: Gina Conforti
Photo credits: Johner
