The More Things Change The More They Stay The Same

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There is a famous French expression PLUS ÇA CHANGE, PLUS C'EST LA MÊME CHOSEwhich means to say the more things change the more they stay the same.  While the expression may have negative connotations it becomes a matter of life and death when it comes to a brand attempting the dangerous yet sometimes very necessary balancing act of  reinventing itself.  whena brand needs to reinvent itself it must take great pains to insure that on the one hand it doesnt veer to far away from the path it originally created for fear of losing its customer base.  On the other hand it sometimes needs a jolt of life to reinvigorate the brand.  That it why rebranding often fails.

But this Spring 2012 Season Lili Gaufrette successfully executes a brand reformation as evident here.  Some now available on the site.  Others This season.