Newsweek

Old Brands, New Tricks.(Enterprise; Luxury)(business reinvention)

Newsweek | June 2, 2008 | Copyright

Byline: Nick Foulkes

Venerable names are opportunities. The trick is to know when to reinvent.

In recent years, heritage has become part of the venture capital formula. It seems that the sight of a few venerable brands reinventing themselves has stimulated investors' appetites for other old names with glorious pasts. With the understandable optimism that comes with great wealth, they see themselves as Prince Charmings to the historic brands' Sleeping Beauties. Appoint a creative director, open a few flagship stores, develop some "icon" products, talk about…

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Old Brands, New Tricks.(Enterprise; Luxury)(business reinvention)
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