EP.92 美式旧爱复宠记（下集）

那些耳熟能详的美国品牌，为什么又回来了？本期节目我们从 Coach、J.Crew、Ralph Lauren 和 Gap 出发，聊聊老品牌如何重新整理自己的历史：有人靠一只包创造新欲望，有人靠审美取舍找回定位，也有人用完整的品牌世界抵抗时间。复兴不是复制过去，年轻化也不是追赶潮流，而是在保留自我的同时，重新成为当下消费者愿意选择的品牌。本期为下半集，为了有更好的故事性，没有听过上集的朋友，可先移步收听。｜时间轴｜ 00:10 Coach 从旧资产重新挖掘新价值 03:14 Tabby 与英雄产品 07:58 用年轻人的方式创造新的欲望 13:10 J. Crew 编辑一套有辨识度的生活方式选择 27:05 新任男女装创意总监如何让J. Crew 重新找回自己 37:35 Ralph Lauren 尝试建立完整的品牌世界观 41:05 Ralph Lauren 的舍短取长 50:46 Gap 获得大众传播的认可，然后呢？ 55:35 哪些老品牌还有机会回来？很“美”的Coach和它的创意总监 Stuart Vevers Coach的英雄产品 - Tabby 共创Campaign - Explore Your Story J. Crew 画册 Mickey Drexler和早年的 J. Crew J.Crew by Brendon Babenzien J.Crew by Olympia Gayot Lostjcrew 账号 Ralph Lauren 的生活方式 KATSEYE 与 Anne Hathaway 身着Zac Posen 设计的白衬衫礼服｜延伸阅读｜ Lessons From Ralph Lauren and Coach: How to Get a Fashion Brand Back on the Growth Track Remaking J.Crew: Brendon Babenzien on Year Two of the Brand’s Reboot Why Abercrombie & Fitch Isn’t Complaining About the Weather Gap Inc CEO Richard Dickson on Staging an American Comeback Music by Teo Laza - Hope I Feel Better - Instrumental Version 在小宇宙查看该单集文稿

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EP.92 美式旧爱复宠记（下集）

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