I just read in the news that ChiChi’s, the Mexican restaurant chain that populated the country in the 80’s and 90’s, is making a comeback. This reminds me of other companies taking steps to re-ignite their brands, like Polaroid, which brings together nostalgia with updated features like Bluetooth connectivity. Toys "R" Us is remerging with the opening of 24 stores this year, which is seeing success because “Moms and dads were feeling nostalgic,” as reported by Chicago’s WGN-TV, pointing out that “It’s a new experience for a new generation.”

It made me think about other brands that could capitalize on this resurgence trend and tap into the growing consumer appetite for nostalgia.

Laura Ashley
Laura Ashley epitomizes a timeless, romantic aesthetic rooted in vintage florals and feminine charm. With the grandmillenial movement, cottagecore trends booming and rising popularity of brands like Love Shack Fancy – driven by Gen Z and Millennials on platforms like Instagram and TikTok – Laura Ashley’s design is perfectly positioned to thrive again. How to reimagine:

• Fashion: Introduce limited-edition collaborations with contemporary designers focusing on sustainable, vintage-inspired collections.

• Home décor: Relaunch and expand lines of modernized floral bedding, curtains, wallpaper, co-branded furniture, cozy luxury and other home goods.

• Digital strategy: Partner with influencers, create AR tools for visualizing fashion or décor in homes, dorms, home offices and other spaces.

• E-commerce: Embrace the exponential growth opportunities with e-commerce.

• Sustainability focus: Pursue updated product lines with eco-friendly fabrics and promote a slow-fashion ethos.

Craftsman Tools

Craftsman tools have been synonymous with durability, reliability and lifetime guarantees—all aspects that resonate strongly today as consumers seek high-quality, long-lasting and affordable products amidst the sustainability movement. Additionally, the DIY and maker culture is flourishing, driven by homeowners, hobbyists and influencers who champion hands-on craftsmanship. Just look at the unlimited supply of reels and videos that offer viewers how-to’s (and how-don’ts!). Craftsman could reclaim its place as the go-to brand for empowering people to build, fix and create sustainably. How to Reimagine:

• Target Millennials & Gen Z: Launch DIY kits and compact, affordable toolsets for small projects, fixer-uppers, new homeowners and renters.

• Collaborations: Partner with popular DIY influencers and leverage platforms like TikTok, Snapchat, Etsy, Pinterest and YouTube to target modern makers, as well as micro influencers who have loyal followings.

• Digital tutorials: Offer video tutorials and community forums to teach repair and building skills.

• Tech integration: Create smart tools with sensors or apps to monitor usage and guide users for more efficient and optimal results.

• Sustainability: Create tools from recycled materials and introduce a repair-and-reuse program.

Other brands that have deep emotional resonance and iconic reputations make their revival a natural fit for updated tastes and values.

Pan Am

• Why revive? Luxury travel is trending again, and consumers love iconic, heritage brands. Pan Am has an opportunity to bring back a more comfortable (think leg room), unique and luxury experience versus the overcrowded travel processes that is so often the norm today. Bain & Company reports that Global luxury spending was projected to reach approximately $1.6 trillion this year as wealthy and aspirational consumers prioritize experiences over goods. Even the Orient Express is jumping on board this trend.

• How to reimagine: Relaunch as a premium travel experience brand and boutique airline focused on exclusivity and comfort, as well as partner with other luxury travel destinations and experiences.

Kodak

• Why revive? Film and digital photography is seeing a comeback, especially among younger audiences.

• How to reimagine: Re-emerge as a household name by launching such offerings as sustainable film products and hybrid digital-film cameras.

Compaq

• Why revive? The current enthusiasm for retro tech and the growing demand for affordable, well-designed laptops.

• How to reimagine: Hewlett-Packard, which acquired Compaq in 2002, could create sleek, budget-friendly laptops that appeal to remote workers, seniors and students. This would especially give Chromebooks a run for their money in the education sector, which account for over 60% of devices used in U.S. schools, with partnerships and tailored marketing efforts.

Tower Records

• Why revive? Vinyl sales are at a record high, with revenues expected to surpass $1 billion this year. Music-focused spaces could draw in audiophiles and live music fans.

• How to reimagine: Open or acquire boutique record stores that could double as live music venues and community hubs, with extensive influencer outreach.

Blockbuster

• Why revive?  Nostalgia for physical media is a notable trend in today's digital age, with many consumers are returning to DVDs and Blu-rays, and the demand for curated streaming services is on the rise. Did you hear Netflix is planning to open a physical "Netflix House" concept in malls?

• How to reimagine: Relaunch as a premium streaming service offering niche collections, exclusive retro content with DVDs and Blu-rays and immersive in-store experiences. 

While this list just taps into some initial ideas, the business growth potential and marketing opportunities are endless. It would be a dream to relaunch any of the above brands. What else do you see as considerations for revival where brands can lean into their legacy elements while modernizing for current consumer habits? 

If you’re looking to rebrand or market an icon, we invite you to reach out to our team at theresa@themarketersgroup.com.

By Theresa Ferguson

President

The Marketers Group