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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Esprit’s Ambitious Rebrand Fell Short

The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.
Esprit store in Europe.
Esprit told BoF Thursday it is continuing “restructuring and repositioning” initiatives in the US. (Getty)

Esprit is closing stores and laying off staff in its US division as a global rebranding campaign appears to have faltered,

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Further Reading

How to Fix Broken Brands

For storied but faded labels, reissuing archival styles with modern twists is the easy part. Long-term revival requires intensive internal reorganisation.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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