Taking a Page From DTC Brand Strategies, Gap, Aldo Look Backward—and Forward—to TikTok

The video-sharing social network will continue to shape the ways legacy retailers communicate their brand identities and drive performance

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For the longest time, legacy brands been unable to rely on the familiarity of their iconic names to impress younger consumers. As direct-to-consumer (DTC) and ecommerce brands have used their online origins to connect with digitally native Gen-Z and millennial shoppers, two legacy brands have found some degree of success in revitalizing their identities for a new era of retailing.  

Naturally, TikTok has played a big part in the burst of brand affinity Gap and Aldo have been able to capture,

TikTok and the brown Gap hoodie

Earlier this year, a viral TikTok video put a spotlight on a brown



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