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Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Fix Broken Brands

For storied but faded labels, reissuing archival styles with modern twists is the easy part. Long-term revival requires intensive internal reorganisation.
Esprit fall 2023 campaign.
Esprit is relaunching in the US market with a new campaign under chief brand officer Ana Andjelic this fall. (Esprit)

It’s a fashion industry cliche for the leaders of a struggling brand to tell employees and customers they’re “going back to their roots.”

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About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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