In the world of men’s fashion, some brands have managed to stand the test of time, but not without evolving. Rebranding has often played a pivotal role in their resurgence. A successful rebrand can breathe new life into a company, modernizing its image, expanding its audience, and adapting to shifting market demands. Several classic men’s clothing companies have undergone dramatic transformations through rebranding, resulting in renewed popularity and commercial success. Let’s explore some of these iconic brands, the elements of their rebranding, and how they managed to recapture the public’s attention.
1. Burberry: From Heritage to High Fashion
Few brands have experienced a rebranding success story as remarkable as Burberry. Founded in 1856, Burberry became synonymous with British heritage, particularly due to its iconic trench coats and tartan plaid patterns. By the early 2000s, however, Burberry’s image had begun to stagnate, and it was even associated with “chav” culture in the UK, making it less desirable among high-end consumers.
The Rebrand:
– Creative Direction: The major turning point came when Christopher Bailey became Burberry’s creative director in 2001. Bailey infused the brand with a modern sensibility, balancing its rich heritage with contemporary trends.
– Revamping the Logo: Burberry subtly updated its logo, moving away from the traditional knight logo toward a more minimal and sleek design, helping it align with modern luxury aesthetics.
– Digital Transformation: Burberry was one of the first luxury brands to embrace digital innovation. By integrating social media and livestreaming runway shows, they managed to capture the attention of a younger, tech-savvy audience.
– Celebrity Endorsements : Collaborations with famous faces like Emma Watson and Cara Delevingne reintroduced Burberry as a must-have label for the fashion-conscious youth.
Results:
Burberry’s rebrand helped elevate it from a fading legacy brand to a cutting-edge, high-fashion house. Today, Burberry is considered a leading luxury brand, with global appeal and a coveted status among both older and younger generations.
2. Brooks Brothers: Modernizing Tradition
Established in 1818, Brooks Brothers is the oldest men’s clothier in the United States, known for introducing iconic garments such as the button-down collar shirt. However, by the 2000s, the brand had begun to lose relevance, with its traditional business attire falling out of favor as workplace dress codes became more casual.
The Rebrand:
– New Ownership and Leadership: In 2001, Brooks Brothers was acquired by Claudio Del Vecchio, whose vision for the brand was to modernize while staying true to its heritage. This marked the beginning of a shift from purely formal wear to more casual and versatile clothing lines.
– Product Expansion: Brooks Brothers expanded into casualwear, offering a more comprehensive range of clothing, including knitwear, chinos, and outerwear that appealed to younger professionals. They also diversified their suit offerings, making them more adaptable for modern men.
– Cultural Integration: By collaborating with cultural icons and becoming more visible in pop culture (such as outfitting characters in hit TV shows like Mad Men), Brooks Brothers reclaimed a sense of style that appealed to a new generation of consumers.
– Fashion-Forward Collaborations: Brooks Brothers launched special collections in collaboration with designers like Thom Browne, adding a high-fashion edge to their classic appeal.
Results:
This rebrand helped Brooks Brothers stay relevant in a rapidly changing fashion landscape, attracting both younger professionals and loyal long-term customers. By balancing its legacy with modern touches, Brooks Brothers has remained a go-to brand for stylish, yet timeless men’s attire.
3. Levi’s: Reviving Denim for the Modern Man
Levi Strauss & Co., established in 1853, is synonymous with denim, particularly the classic 501 jeans. While Levi’s dominated the market for decades, the brand struggled in the late 1990s and early 2000s, with competition from fast fashion and a dwindling demand for traditional jeans.
The Rebrand:
– Focus on Fit and Quality: Levi’s shifted its focus toward quality and a better fit for modern consumers. They introduced slimmer, more modern cuts and began to market jeans that worked well with current trends in men’s fashion.
– Sustainability Push: Levi’s heavily invested in sustainable manufacturing practices, including water-saving techniques in denim production. Their “Water<Less” campaign resonated with environmentally-conscious consumers, setting Levi’s apart in an increasingly eco-focused market.
– Cultural Relevance: Levi’s smartly positioned itself as a brand for free-thinkers, artists, and activists, aligning with the ethos of the millennial and Gen Z generations. Their campaigns, such as the “Live in Levi’s” campaign, focused on storytelling and the emotional connection people have with their jeans.
– Streetwear Collaborations: Levi’s collaborated with contemporary brands such as Supreme and Off-White, which made the brand more appealing to younger, fashion-forward consumers.
Results:
Levi’s has successfully reestablished itself as a top denim brand, combining the nostalgia of classic jeans with a modern approach to fit, sustainability, and cultural relevance. Their sales have grown significantly, and the brand is once again seen as both a fashion staple and an innovator in the denim world.
4. Abercrombie & Fitch: A Shift Toward Inclusivity
Abercrombie & Fitch, founded in 1892, was once a go-to destination for trendy, preppy clothing for teens and young adults. However, by the early 2010s, the brand had garnered a reputation for being exclusionary, driven by controversial marketing that alienated many potential customers. Abercrombie’s popularity plummeted as its “cool kids only” image felt out of step with changing cultural norms.
The Rebrand:
– Shift in Marketing: In 2017, the company shifted its marketing to focus on inclusivity and body positivity. Gone were the shirtless male models and stores designed to look like nightclubs. Instead, the brand embraced diversity in its campaigns, showing models of all sizes, ethnicities, and backgrounds.
– Modernizing the Product Line: Abercrombie pivoted away from its once heavily-logoed, hyper-trendy designs toward more timeless, minimalist pieces that appealed to a broader audience. They introduced versatile basics, smart casual wear, and more muted tones, making the brand accessible to older consumers as well.
– Store Overhaul: Abercrombie redesigned its retail stores to create a more welcoming and modern shopping environment. Bright lighting, more open spaces, and a less exclusive atmosphere helped transform the in-store experience.
Results:
The rebrand significantly improved Abercrombie & Fitch’s public image and sales. By embracing inclusivity and modernizing its product offerings, Abercrombie successfully shed its outdated, elitist image and won back customers who had previously abandoned the brand.
Rebranding can be a game-changer for established men’s clothing companies. Whether it’s updating their product lines, redefining their brand identity, or tapping into modern consumer values like sustainability and inclusivity, these companies have proven that with the right approach, even heritage brands can reinvent themselves for the better. By adapting to contemporary trends and market demands, brands like Burberry, Brooks Brothers, Levi’s, and Abercrombie & Fitch have not only regained their popularity but also secured their place in the future of men’s fashion.
