Reviving Iconic Brands: A Timeless Approach to Capturing Cultural Relevance

In a rapidly evolving landscape, brands that were once icons of the past are finding themselves thrust back into the spotlight. As the fashion and beauty industry experiences a resurgence of nostalgic trends, brands like Champion, Clarks, Uggs, and Kangol are navigating the delicate balance of tapping into the zeitgeist without succumbing to the fleeting nature of fads. This article explores the strategies and insights that can help dormant brands reclaim their cultural relevance in a sustainable and impactful manner.

Unlocking the Power of Timeless Relevance

Distinguishing Trends from Cultural Shifts

The very essence of a trend is its inherent volatility, making it a risky proposition for brands to invest heavily in chasing the latest fads. James Kirkham, founder of the agency Iconic, emphasizes the importance of discerning between a "transient TikTok trend" and a genuine "cultural shift." By understanding the longevity and depth of a trend, brands can craft a more strategic and timeless approach to regaining their place in the cultural zeitgeist.

Leveraging Brand Heritage and Authenticity

When a trend appears to have staying power, the next step is to uncover the underlying drivers and how the brand can authentically align with the cultural shift. Kirkham suggests that brands have two primary routes to explore: either highlighting their iconic elements from their heyday or elevating aspects of their brand that were once synonymous with their audience, but in a refreshed and modern way.The success of Adidas in recent years serves as a prime example of how a brand can effectively leverage its origin stories to appeal to younger audiences. By retelling the narratives behind the three-stripe logo or the brand's association with influential figures like Run DMC, Adidas has managed to forge a strong connection with both longtime fans and new generations.

Evolving with Authenticity and Purpose

To truly resonate with a modern audience, brands must evolve their strategies and approaches, but in a way that remains true to their core identity. As Kirkham aptly states, it's about "how to act and speak in a way that is cool and not dad-at-the-disco-trying-to-be-down-with-the-kids." This is where a brand's purpose or "absolute reason for being" becomes crucial in connecting with these new audiences.

Lessons from Clarks and Juicy Couture

The case studies of Clarks and Juicy Couture offer valuable insights into the nuances of reviving dormant brands. Clarks, for instance, has successfully tapped into the 90s revival by digging into its archives, finding elements that resonate with younger audiences, and then evolving those elements into new products and collaborations. The brand's authenticity and commitment to its heritage have been instrumental in its resurgence.In contrast, Juicy Couture's attempts to rekindle its popularity through collaborations and celebrity endorsements have been less successful. The lesson here is that brands must remain true to their core identity and the tribe that has chosen to embrace them, rather than chasing trends in a forced or inauthentic manner.

The Importance of Adaptability and Authenticity

As Deborah Marino, chief strategy officer at Publicis Luxe, aptly notes, the fashion industry is a "chaotic system where success is unpredictable but fairly coherent once settled." For brands seeking to revive their relevance, this means being prepared with a strategic approach, while also remaining adaptable and authentic to their brand DNA.The key is to understand the nuances of the cultural shifts, identify the touchpoints and media that resonate with the brand's core audience, and then invest in creating desirable and niche offerings that stay true to the brand's essence. By striking this delicate balance, dormant brands can reclaim their rightful place in the cultural landscape and forge lasting connections with both new and existing consumers.