Our primary challenge involved repositioning the brand in the market, transitioning from a mass-market identity to a blend of accessibility and high-end luxury. This shift required crafting a fresh, modern image while leveraging the brand’s nostalgic recognition from the 1990s to elevate its prestige.

Other challenges included managing manufacturing changes to maintain product authenticity and quality amidst outsourcing, adapting the product strategy towards exclusive capsule collections and designer collaborations for a niche audience, transitioning sales channels from physical stores to an exclusive online model, and overcoming negative perceptions stemming from past financial struggles to rebuild consumer trust.