Rebrand

BoF Professional Exclusive

Inside (Another) Remaking of Jil Sander

18 September 2019 • By Eric Wilson

BoF Professional Exclusive

Inside (Another) Remaking of Jil Sander

The beloved but beleaguered brand has suffered from a series of short-lived reinventions. Now, under the watch of exacting co-creative directors Lucie and Luke Meier, business is growing steadily.

News & Analysis

Burberry Bets on New Branding to Boost Sales

15 July 2019 • By Reuters

15 July 2019 • By Reuters

The British luxury label is rebranding itself as sales slide, sparking mixed reactions.

News & Analysis

Burberry Bets on New Branding to Boost Sales

The British luxury label is rebranding itself as sales slide, sparking mixed reactions.

Op-Ed | The Revolution Will Not Be Serifised: Why Every Luxury Brand’s Logo Looks the Same

25 January 2019 • By John Whelan

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Op-Ed | The Revolution Will Not Be Serifised: Why Every Luxury Brand’s Logo Looks the Same

Fashion’s branding clean slate is as much about erasing the past as it is about securing the future, argues John Whelan.

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BoF Professional Exclusive

At Balmain, Does a New Logo Signal New Opportunity?

4 December 2018 • By Lauren Sherman

BoF Professional Exclusive

At Balmain, Does a New Logo Signal New Opportunity?

For the first time in its nearly 80-year history, Balmain is rebranding. But the move is only one element of chief executive Massimo Piombini’s plan to transform the French label from niche player to powerhouse.

BoF Professional Exclusive

How Victoria's Secret Can Save Itself

9 November 2018 • By BoF Team

BoF Professional Exclusive

How Victoria's Secret Can Save Itself

Here’s what the frustratingly out-of-touch lingerie label needs to do to reverse its cultural — and commercial — decline.

Vestiaire Collective Unveils Rebrand

16 October 2018 • By Victoria Berezhna

16 October 2018 • By Victoria Berezhna

The luxury resale site is undergoing a rebrand, including a new visual identity, website and logo, as the company faces growing competition for the $6 billion high-end consignment market.

Vestiaire Collective Unveils Rebrand

The luxury resale site is undergoing a rebrand, including a new visual identity, website and logo, as the company faces growing competition for the $6 billion high-end consignment market.