Since its founding 32 years ago, Kenneth Cole has sought to raise awareness of various social causes -- in the early years, it was AIDS awareness, more recently -- gun control. So, one could say that it is part of the brand's DNA. But it appears that Millennials don't know that.
So, the company is revamping its brand identity to make themselves relevant to a new generation.
To this end, the company has increased media spending by 25%, and is updating its logo. The new campaign shot by Glen Luchford, features real social media activists like transgender woman and model Andreja Pejic. Here's one of the videos.
They also launched a flagship store downtown that's open 24/7 -- by appointment.
So what do you think? Will Millennials embrace this brand as their Baby Boomer parents once did? And what about being able to call and make an appointment to have them open the store for you? Will this be a hit with consumers?
Monllos, K. (2015, September 24) Kenneth Cole Is Revamping Its Brand Identity by Embracing Its Activist Past. adweek.com. Retrieved September 24, 2015, from