Branding

bebe stores announced Friday plans to exit its 2b business as part of the apparel retailer's ongoing turnaround plan to drive long-term growth and sustainable profitability. The move follows a strategic business review that identified key initiatives towards saving costs. "The steps we're announcing today build on our turnaround efforts from the past year," Interim CEO Jim Wiggett said in a statement. "Through the closing of our unprofitable 2b brand, and the cost reduction program, we'll be better positioned financially and structurally to focus on our core bebe brand." 

Between social media, e-commerce, and emerging technology, the way we shop has changed dramatically. At yesterday's Fashion Tech Forum, hosted by Gap, Karen Harvey, and partner Elle Magazine at Chelsea Piers in New York City, many panels discussed millennial shoppers-a group born between the ages of 1982 and 1996 that is two billion strong. Millennials grew up accustomed to a certain immediacy and sufficiency and as a result, can be quite demanding. Jamie Gutfreund, the chief marketing officer of

Lifestyle brand Ralph Lauren is putting a focus on its home furnishings line with a new separate Pinterest account. Ralph Lauren Home used to be represented on the social network with a board on the brand's general profile. Giving this collection its own space on Pinterest will enable Ralph Lauren Home to better organize its content and speak to

Garden Ridge, a home décor retail chain, has announced that it's investing $20 million to rebrand all its stores to the successful At Home brand. According to the company, the new brand identity better reflects the company's mission to provide customers with more than 50,000 unique home décor products for every room and every style, at everyday low prices. Along with the new name and branding, the stores have been redesigned to enhance the self-help shopping experience, making it easier for customers to find exactly what they need and make themselves feel "At Home."

The buy-one-give-one (B1G1) business model has gotten a lot of traction in the last few years. Supporting social causes is key to feel-good experience design, but it also improves the public image of the companies that do it. Warby Parker is famous for this: Buy a pair of glasses and it distributes funding or glasses to a nonprofit which sells affordable specs in developing countries. Now a new headphones company, LSTN, is trying out a similar business model — but with the gift of sound instead of sight. 

Creating and managing your brand can be very simple. It starts with the people in your organization. Usually that's the first thing organizations forget. The key is to keep it clear, keep it consistent and keep it alive. While you're building out your team, you must make sure that everyone understands the brand completely or nothing will be seamless. Here's a simple list of steps to help solidify your brand, basics first:

J.Crew, the retail chain that's said to be planning an initial public offering for later this year, has created a brand called "J.Crew Mercantile," potentially giving it a fresh store concept to boost sales. The company filed an application on Nov. 25 to trademark the phrase for selling clothing and accessories, both online and in stores, according to a filing with the U.S. Patent and Trademark Office. J.Crew plans to use the name to create a chain for budget shoppers, The Wall Street Journal reported yesterday, citing people familiar with the situation. 

Fast-fashion retailer Forever 21 is going after the bargain shopper with gusto. The Los Angeles-based company said it will debut a new store concept called F21 Red with a grand opening on May 3. The new concept will offer a larger selection of starting price points. In addition, the store will carry select pieces of Forever 21 apparel and accessories and looks from the company's other brands, including 21Men; Forever 21+, a large-size line; Forever 21 Girls; Forever 21 lingerie and shoes; and Love & Beauty, the company's cosmetic line.

Even if you're up on your legal reading, it's likely that you missed the case of Roy L. Pearson v. Soo Chung, et al. In 2007, Washington, D.C., resident Roy Pearson hauled a local store called Custom Cleaners to court over a bungled trouser alteration that cost $10.50. "Never before in recorded history have a group of defendants engaged in such misleading and unfair business practices," declared Pearson, who sought $54 million in damages. His grounds? A "Satisfaction Guaranteed" sign that hung inside the store. 

Clothing retailer Lands’ End is set to spin off from Sears Holdings Corp. on April 4, according to an amended filing with the Securities and Exchange Commission. The filing provides the timeline and details of the tax-free distribution, which will turn the profitable Lands’ End business into a stand-alone, publicly traded company. On March 24, stakeholders in Sears will receive about .3 shares of Lands’ End common stock, according to the filing.