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Rebranding anything has its own pros and cons, but in the fashion market, it could make all the difference. In Fashionista, ºÚÁϲ»´òìÈ Advertising Professor talked about this intense process, how it has the potential to alter revenues by the millions, and how it deals heavily with modernization.

“If I look at the evolution of the Calvin Klein logo, it continuously gets more modern, but the changes are subtle,” says Russell. “If I’m not paying attention to the brand, I probably wouldn’t notice at all. If I’m a fan of the brand, they don’t want to change it so much that it doesn’t feel familiar to their target audience.”