Rebranding Wet Seal
The Ask.
To work in teams choosing a brand that has either lessen in popularity or that has gone bankrupt to rebrand and bring back to life. Wet Seal, who closed its doors in 2015, still has potential to be brought back to life with its nostalgic style and charm. The end result should be a paper paired with a presentation that includes a new logo, brand strategy, customer base, and product offerings.
The Process.
Before we could begin our rebrand, we had to do extensive research on who Wet Seal was and learn the history of who they were as a brand. This included researching their old demographic, brand story, archetype, key assets, touch points, and product offerings. We discovered that Wet Seal promised trendy and youthful clothing and that their stores liked to host events to attract a young female audience.
Once we established their old brand narrative, we created a new brand strategy that would appeal to Generation Z. The key objectives we were hoping to achieve with Wet Seal were to focus on Generation Z as the target market, incorporate sustainable products, and to invest in e-commerce. In our research, we found that Wet Seal had little to no social media accounts, so that was the first thing we knew we had to change if we wanted to reach our target audience.
The Outcome.
The outcome was a well written project that highlighted our rebranding strategy for Wet Seal. Throughout this project, I learned that with the right tools and ambition, it is possible to revive a dead brand. I also learned the importance of social media when it comes to reaching your preferred target market. Read our full rebrand of Wet Seal below.
