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