Wednesday, September 28, 2016

A little More About Fashion Brands

Fast Company has a good piece about the decline of iconic fashion brands like Polo Ralph Lauren, Calvin Klein and Tommy Hilfiger.  The article, penned by Elizabeth Segran, astutely points out that these companies, in a race to expand and make cheaper clothes to sell to a larger audience, have killed the meaning of their brand.  She perfectly labels it the T.J. Maxxification of their brand.

I encourage all to read it, especially the folks at Under Armor.  The recently decided, in a move likely to appease the investors on Wall Street, dilute its athletic brand with a high-end fashion line.

Even before it begins, we already know how this story ends. 

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