Modernization Seen as Key for Legacy Retail Brands to Regain Relevance

Dow Jones07-21 01:02

1302 ET - Legacy brands are reinventing themselves, with companies like Five Below and Levi Strauss finding success by updating their assortments, leveraging social media and partnering with collaborators that appeal to a broader and younger audience, Telsey Advisory Group analysts say. Other key steps for companies to successfully modernize include leveraging their wholesale channels and adjacency to other brands and updating their physical stores, the analysts say. This framework is crucial for consumer companies to win new customers, regain relevance and grow sales, the analysts say, noting companies like Bath & Body Works and Gap are still in the early stages of their modernization journeys. "The combination of new consumer brands entering the market and legacy brands modernizing is creating a retail landscape more exciting than it has been in quite some time," the analysts say.(kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

July 20, 2026 13:02 ET (17:02 GMT)

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