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‘Break the chain’: Why Esprit is investing in brand-building for the first time in 25 years
Esprit’s new CEO admits the brand has been “lost for a long time”, but with its first brand chief in place, it is now looking to re-establish the retailer as a global leader in fashion.
Remember Esprit? It was a popular fashion brand in the 80s and 90s but over the past three decades, it has largely drifted away and out of many people’s consciousness.
Now with a new CEO in place and its first-ever brand chief, the fashion retailer is looking to make a comeback and re-establish itself as a desirable brand.
“Esprit hasn’t really focused on the brand in 25 years. It was really just living off of the legacy and strength of the brand over the decades. But it hasn’t really invested in itself,” CEO William Pak tells Marketing Week.
