The Ins and Outs of Brand Reinvention

Women's Wear Daily, October 30, 2007 — For some mature brands, reinvention is the only source of survival. For others, it's an impossibility that no amount of financial resources and design talent can accomplish. Companies such as Burberry, Coach, Gucci, Lacoste, Dior, Diane von Furstenberg, Guess and J. Crew are textbook cases of brands that have reinvented themselves and enjoyed tremendous success in a second life.