The challenge to stay relevant in retail

 

Longevity in retail isn’t accidental. It’s earned through staying relevant and reinvention. Some brands do it well, evolving while staying true to their core. Others remain static, only appealing to the generation that first loved them.

Take FatFace, once a go-to for middle-class kids who played on the mountains and beaches of Europe. It’s no longer chasing Gen Z and remains on UK high streets selling to those who’ve always bought it. It had a clear demographic and has stuck with it’s generation.

Then there are the brands that people grew up with and defined a whole era of youth culture, like Billabong, Rip Curl, and Quiksilver. Skate and Surf culture was on trend, and they became global brands available everywhere. Then new and niche entrants like Supreme and Palace changed the game and many struggled to evolve with the next wave of shoppers, returning to their core to rebuild on their legacy. The decision by Liberated Brands early in 2025 to close all it’s stores in the United States reflects that challenge.

Contrast this with Ralph Lauren, a timeless brand that has mastered the art of relevance and reinvention. It still speaks to its core audience, middle-class shoppers looking for timeless preppy elegance, whilst widening it’s portfolio and reach with differentiated stories, RRL by Ralph Lauren perhaps being the most exciting right now. The brand has a vintage Americana aesthetic of ranch and work wear, and the stores create authentic environments selling both new and pre-owned garments. They are successfully segmenting the market and creating ranges that are relevant to the times.

The brands that stick with us are the brands that evolve with us. They move with the times and stay attuned to cultural shifts.

 

Published May 2025