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Ana Andjelic | The challenges of rebooting a legacy fashion brand in a fast-changing world
May 24, 2023
Ana Andjelic, Global Chief Brand officer of Esprit, discusses the challenges of rebooting a legacy fashion brand in a fast-changing world. She emphasizes the importance of brand and product alignment, execution and strategy, and the need for change and transformation in the fashion industry.
35:10
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Quick takeaways
- The fast pace of change in the fashion industry requires professionals to continually come up with new strategies and creative ways to connect with consumers.
- Defining the brand's vision and aesthetic territory rooted in heritage and consumer behavior is essential for building a successful brand.
Deep dives
The Pace of Change and Complexity in Branding and Marketing
Anna Angelik discusses how the fast pace of change and the complexity of the brand and marketing environment forces professionals to continually come up with new strategies, creative formats, and ways to connect with consumers.
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