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Rebranding anything has its own pros and cons, but in the fashion market, it could make all the difference. In Fashionista, Syracuse Advertising Professor talked about this intense process, how it has the potential to alter revenues by the millions, and how it deals heavily with modernization.

“If I look at the evolution of the Calvin Klein logo, it continuously gets more modern, but the changes are subtle,” says Russell. “If I’m not paying attention to the brand, I probably wouldn’t notice at all. If I’m a fan of the brand, they don’t want to change it so much that it doesn’t feel familiar to their target audience.”