Revive and Rebrand!

It’s been a whole year since Maria Grazia Chiuri took the reins at Dior. During that period, the fashion house has undergone branding on a very subtle level. Firstly, the brand has worked to become more relevant, speaking to a youthful generation which, in turn, has served to make it more commercial. Of course, the re-orientation towards a new target market is not always easy for an established brand but there are some keys to success. Read on to learn how to undertake a successful rebranding.

What Is Rebranding?

Branding is essentially all the elements that people think of when they think of your brand. This includes your messages, logos, visual, slogans – anything that is used to get customers to understand your messages and brand philosophies. If you are contemplating a new branding, what is important is a consistent new message and the communication of a new idea that is totally clear to your customer.

Know When It’s Time

Dior’s rebranding coincided with the appointing of a new Creative Director, and it’s often new management who usher in a new direction. However, rebranding need not always wait for new faces. On the contrary, a change can also come when a business is seriously underperforming or failing to attract the key demographic. For Dior, the challenge lay in the pressure for the fashion house to provide cutting-edge design marred with what women actually want to wear. The solution; slogan t-shirts (a basic coveted item in everyone women’s wardrobe) accessorised with shoes and bags. The new product proposition was billed as “new products at Christian Dior” and accounted for 17% increase in sales.

Make A Plan

Once you have figured out what is wrong with the current brand proposition, it’s time to take the steps to change it. Start by setting a time frame and be specific about what has to happen when. Also, set a time-line for results as this will help you later evaluate whether the rebrand helped or not.  After this, it’s important to let your employees know about the change and why. Your staff forms part of both your brand’s image and message and it’s important they not only embrace but help communicate the change.


Commit to the change, put the new branding out there on everything – including stores, website, social media channels. It’s important to be consistent – embrace your new brand and don’t look back.

Clearing Out

Of course, we appreciate that stock costs money which is why you don’t need to embrace rebranding of your product as all or nothing. Perhaps, some of your current product still fits with your forward vision and you can incorporate it side-by-side with new product. For things that no longer fit with your new message, offer them up in sales and don’t be tempted to squeeze them into a space with your new product.

If You Do Fail

Sometimes, rebranding just doesn’t go as planned despite the planning. If this happens, know you are in good company. Remember Gap’s new logo back in 2010? Probably not, after all it lasted a whole week before they regretted it. Also, back in 1980 Coca-Cola tried to rebrand as “New Coke”. It never caught on and classic Coke, as we know it today, was back on the shelf in just months. If anything, a rebrand served to show the consumer just how much they lovethe original.


If you are a fashion brand, considering re-branding – get in touch with Think Positive to learn how we can help!


To arrange a free consultation with Think Positive call us now on 0044 (0)20 8678 7378 or email