Which fashion brand experienced a dramatic revival after appointing a new creative director in 2015, transforming from an outdated label to a pop culture phenomenon embraced by celebrities and Gen Z?

Some brands have managed to completely reinvent themselves in pop culture, going from nearly obsolete to cutting-edge cool. These remarkable marketing turnarounds represent some of the most studied cases in retail strategy. One particular brand transformation stands out as perhaps the most dramatic comeback in retail history. Test your knowledge of famous brand revivals that captured the pop culture zeitgeist and changed consumer perceptions forever.

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Gucci (under Alessandro Michele)
Calvin Klein (under Raf Simons)
Burberry (under Riccardo Tisci)
Balenciaga (under Demna Gvasalia)