Company Comebacks
It can be difficult for brands to make a comeback after a decline of popularity, but thanks to PR several once-popular brands are back in style. Thanks to a hard-working PR team, they maximize the popularity of a product amongst consumers if there is a high level of interaction between them and the brand. Some examples in recent months and years have been Crocs, Coach, and Champion.
There are several factors that affected why these specific brands have stood out amongst others. Crocs and Coach are two brands that have recently collaborated with several big celebrities such as Bad Bunny, Karol G, Justin Bieber, Megan Thee Stallion, and Michael B Jordan. These collaborations brought more hype and attention to consumers who are big fans of these celebrities which make them want to buy the product even more. Who wouldn’t want to support collaborations with their favorite celebrities, especially when it is limited edition. In Coach’s case, the rebranding of their products and social media handles has changed drastically. They are targeting Millennial and the majority of Gen Z customers by providing a minimal look on social media as well as their products. When The Pillow Tabby Shoulder bags were introduced they went viral on Tik Tok due to the neutral tones of the handbags and the minimalist look of the Coach logo. Coach listened and delivered to their customers. Fans all over Tik Tok blew up the craze of Crocs and Coach and in a flash, they were back in style.
As stories have been passed down it was once known that Champion was sold at Walmart. As soon as celebrities began to wear it out, Champion's sales instantly skyrocketed and all their products were now on the same level as Nike and Adidas. Some of their recent collaborations with Saweetie, Oreo, and Casetify, have all helped reach new and the same consumers of these brands. Collaborations can sometimes be unexpected but when it works out and comes together it’s a win-win. PR in this sense is used to plan these collaborations and work on getting the brand as relevant as it can.
These brand comebacks have all been successful due to PR and consumers. Social media campaigns, collaborations, and an updated target audience are just some of the ways PR helps brands succeed.
Bio: Alexandra Gutierrez is a junior studying Public Relations and would like to work in travel PR she has previously managed her business social media page which got her an interview with Telemundo.