There are brands so established in our environment, we see them everywhere all the time, that we believe they are made to resist everything, even the passage of time. Some have even become iconic or love brands. Brands that we love in short. I'm talking about Lacoste, Le Coq Sportif , Petit Bateau and Levi's . But also from Apple in the field of new technologies.
However, their history has been punctuated with difficulties, to the point of putting their existence in danger. While some no longer exist, we will focus on those that have come back on track. How can a brand become outdated? Why can they disappear? How do they come back into fashion? What are the conditions for a successful return?
Here I dissect this phenomenon of the return of iconic brands.
NB: I am wearing our merino wool sweater .
