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


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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