Drinking from the Fountain of Youth? Brand rejuvenation in the case of heritage luxury fashion brands

Abstract: Thesis purpose: The aim of this study was to examine whether German Millennials are in favor of rejuvenation practices of heritage luxury fashion brands or if such actions instead lead to negative associations, as they tend to ignore the heritage aspect. Methodology: Following a relativist ontology, this research is guided by a social constructionist position, which allows a deep understanding of Millennials’ opinions. To explore their viewpoints on rejuvenation practices of heritage luxury fashion brands, we chose a qualitative method with an abductive approach. To analyze the data, a thematic approach has been adopted. Theory: We used the concepts of brand identity and brand image, as well as the Consumer-Company Identification framework, to understand Millennials’ opinions on rejuvenation practices and illuminate how such attempts impact the brand image hold by the consumers. Empirical data: 18 semi-structured in-depth interviews with German Millennial consumers were conducted. Conclusion: We found that Millennials are generally in favor of rejuvenation practices of heritage luxury fashion brands (e.g. collaborations with youth brands). However, we identified that the aspects of tradition and history are what the generation values most about such brands. Therefore, when rejuvenating a heritage luxury fashion brand, these central aspects should never be diluted. Practical implications: In this thesis identity coherence has been identified as a key success driver of heritage luxury fashion brands’ rejuvenation efforts. Thus, we claim that all rejuvenation practices need to be in line with the established brand core. Consequently, only because innovation seems to be on every company’s agenda, it does not mean that “one-size fits all”.