"A brand or group can even compare its (new and improved self) to its former self." (Chapter 7)
The company as it has now been made a part of our history, is what makes the man you know today. Kangol is a brand that will face repositioning itself in the market. It has had its name recreated 20 years ago with the hip hop culture's rap artists influence by artists, LL Cool J, and Run DMC. The hat is forever being recreated with every new era. As Kangol approaches another year, the brand will be redefined with as the classic. Kangol is "The Hat". Kangol will be reintroduced to its loyal patrons, and to its patrons of tomorrow.
"challenged the comparison by repositioning the...campaign" (Chapter 7)
As the styles have been passed from our great grandfathers, then to a generation that has marked the styles of the 80s, now in 2012, the style will be les than a challenge to create an official look. The product is available for boys to men as well as girls from the age of 5 to women with classic styles. The target is for the men and women of tomorrow ages 25-36. The generation that is on the scene, and playing the role. Men and women of today.
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