Brand Rejuvenation at Kohl’s, Wal-Mart and J.C. Penny

by erica ~ June 12, 2008

Two weeks ago, I posted this blog about older food brands coming back from retirement.

Along the same topic, old clothing labels that haven’t been sold since the early 90’s are also coming back from retirement. Stores like Khol’s, J.C. Penny, and Wal-Mart are relaunching what used to be popular lines to boost their sales. Khol’s tells The Wall Street Journal that, “it gets nearly 40% of its sales from exclusive and private-labeled lines.”

Khol’s is bringing back the Hang Ten brand, which was purchased by American Brand 18 months ago. The new Hang Ten line will be a vintage, Californian surfer style, similar to its image back in 1962 when it was created. Wal-Mart is relaunching the Ocean Pacific line, which was popular in the 80’s. J.C. Penny recently re-introduced Le Tigre, the brand that has a little tiger on each of their shirts, similar to the alligator that Lacoste has on their shirts.

Retailers are noticing that older brands are drawing in more consumers so this might be a good approach to boosting sales and attracting even more customers.