Branding

For years, Stefan Larsson was Gap’s worst nightmare, as he led H&M’s dizzying expansion in the United States with a combination of designer chic and rock-bottom prices. Three years ago, Gap Inc. hired him and gave him its most challenging brand, Old Navy. Since his arrival, Larsson has led a striking turnaround at the low-cost label, transforming…

J.C. Penney is starting this pivotal year on an emotional high note. For the first time in five years, 1,000 store managers from across the nation were called to Dallas to collect some healing, recognition and inspiration for the tough times ahead. The company expects to report a first-quarter loss Wednesday, but that’s not a…

Don't be on the lookout for your issue of ROI Report on Monday. You won't get it. Instead, your inbox will contain the first issue of Total Retail Report. That's right, Retail Online Integration (ROI) has rebranded to Total Retail.

RadioShack is selling off its name and and the names of millions of RadioShack customers in the last major action in its bankruptcy pro

The next issue of the magazine you’re holding in your hands will be the debut issue of of Total Retail.

Patagonia’s latest campaign takes the cake. Get this: it’s all about buying less from the brand!

Some of us remember a time when manufacturers and retailers wanting to reach their customers would simply place an ad touting their brands and products. Ads could take any of several forms — newspaper, magazine, radio, direct mail and, if the budget allowed, television. The message could be subtle or direct. It would run a number of times according to the ad agency's "proprietary" formula and the consumer would ideally respond by going to their local store to make a purchase.

Coach is in a catch-22. Its discount outlet stores are driving most of its customer traffic and sales, while the company is trying to e

In a surprise move, leading teen retailers announced last week that they're moving away from overly sexualized images in their stores and advertising. Why are they taking sexy back, especially in an industry where "sex sells"? They want to distance themselves from the controversial images they've used in the past that have brought negative attention — and possibly sluggish sales.

One of St. Louis' oldest public companies, Brown Shoe, is stepping out with a new name, Caleres. Brown has been part of the corporate name since the company's founding in 1878. Next month, however, that name will be dropped once shareholders approve the change on May 28. "Brown Shoe doesn't conjure up the image of who we are today," Brown Shoe's CEO, president and chairwoman Diane Sullivan said in an interview. "Our name has to be more than a name — it must be managed as a brand. It's hard to be emotional about a brown shoe."