Rebranding Myths Debunked: What You Really Need to Know

In the fiercely competitive world of fashion bodywear—where swimwear, lingerie, and activewear brands vie for consumer attention—maintaining a strong market position is crucial.

As trends evolve and consumer preferences shift, brands must adapt to stay relevant. For many, rebranding becomes an essential strategy. Yet, despite its potential, rebranding is often misunderstood, surrounded by myths that can deter brands from taking this vital step. Join Hysculpt as we debunk five rebranding myths and explore why rebranding has the power to significantly elevate a brand’s standing in the fashion bodywear market.

Interested in learning how our team can transform your brand? Not only do we offer rebranding services, but we are also thrilled to announce that we are now also offering bespoke VIP Days. These packages are bespoke strategy sessions where we provide a fully comprehensive outline of how we can boost your brand’s online presence as well as increase sales with tangible objectives and goals. For more information on this exciting new venture, get in touch with a member of our team now!

MYTH 1: "REBRANDING MEANS LOSING YOUR IDENTITY"

One of the most pervasive myths about rebranding is that it necessitates abandoning your brand’s identity. This couldn’t be further from the truth. Successful rebranding isn’t about erasing your past; it’s about evolving it. For bodywear brands, this could mean refreshing your logo, updating your colour palette, or modernising your messaging to resonate with current trends without losing the essence that made your brand beloved in the first place. If this sounds like a service your bodywear brand needs, discover our wide range of branding services now!

Consider the rebranding of well-known lingerie brands that have embraced body positivity and inclusivity such as Aerie. Aerie, a sub-brand of American Eagle, has been a pioneer in promoting body positivity. Since launching its “Aerie Real” campaign, the brand has stopped retouching its models and consistently features women of different sizes, shapes, and abilities. Aerie’s commitment to inclusivity has made it a leader in the industry and in 2017, Aerie’s sales grew by 26%, which was attributed in large part to the success of their body-positive messaging and commitment to inclusivity. Additionally, following the “Aerie Real” campaign which focused on body positivity, the brand reported a 20% increase in website traffic and a 35% increase in online sales. By rethinking their identity to celebrate diversity in body types, they’ve not only retained their core values but also expanded their appeal to a broader audience. The key is to strike a balance—keeping the heart of your brand intact while refining elements that no longer serve your growth.

MYTH 2: "REBRANDING IS JUST A COSMETIC CHANGE"

Another common misconception is that rebranding is merely a surface-level change—a new logo here, a catchy slogan there. While visual updates are indeed part of the process, effective rebranding goes much deeper. It involves redefining your brand’s mission, vision, and values to align with your target audience’s evolving needs. For swimwear and activewear brands, this might involve shifting towards sustainable practices and promoting eco-friendly materials, reflecting the growing consumer demand for sustainability.

While traditionally known for its competitive swimwear, Speedo has made significant strides in adopting more environmentally friendly practices. Speedo’s rebranding efforts include introducing eco-friendly materials in partnership withItalian textile company Aquafil, such as recycled polyester made from plastic waste, into their swimwear lines. This partnership enables Speedo to implement a closed-loop system where old swimwear and manufacturing waste are transformed into new products through Aquafil’s Econyl technology. This process not only diminishes the need for virgin materials but also significantly cuts down on greenhouse gas emissions and energy consumption, contributing to a reduced carbon footprint.

They have also committed to reducing water usage in production and improving the recyclability of their products. The brand has successfully incorporated up to 82% recycled materials into some of its collections and has launched initiatives to encourage consumers to recycle their old swimwear, further emphasising its commitment to sustainability. Although precise figures on carbon footprint reduction are not extensively detailed, Speedo’s broader environmental actions—such as preventing over 27,000 metres of fabric from ending up in landfills—demonstrate their progress towards achieving net-zero carbon emissions by 2030.

When done correctly, rebranding can reposition your brand as a leader in innovation and social responsibility, making it more relevant and desirable to modern consumers.

MYTH 3: "REBRANDING IS A SIGN OF FAILURE"

Some brands fear that rebranding might signal to the market that something went wrong. However, this couldn’t be further from the truth. In reality, rebranding is often a sign of growth and adaptation. It shows that your brand is responsive to change and willing to evolve to meet new challenges.

Take, for example, a heritage lingerie brand that once focused solely on traditional designs. As the market shifted towards more functional, everyday wear, the brand might have seen a decline in relevance. La Perla, an iconic Italian lingerie brand, is a prime example of a heritage brand adapting to market shifts. Initially known for its luxurious, traditional designs, La Perla faced the challenge of staying relevant as consumer preferences shifted towards more functional, everyday wear. Instead of fading into obsolescence, the brand rebranded by introducing modern, comfortable designs that still upheld its reputation for quality. This strategic pivot allowed La Perla to attract a new generation of consumers while maintaining its loyal customer base, ensuring its continued success in a dynamic market. Instead of accepting obsolescence, La Perla rebranded—introducing modern, comfortable designs while maintaining its reputation for quality. This strategic pivot can rejuvenate a brand, making it more competitive and successful in a dynamic market.

MYTH 4: “REBRANDING ALIENATES LOYAL CUSTOMERS”

There’s a fear that changing your brand might push away your most loyal customers. While change can be challenging, rebranding done right can actually strengthen customer loyalty. The key is clear, consistent communication throughout the rebranding process.

Fashion bodywear brands should engage their audience from the start, explaining the reasons behind the rebrand and highlighting the benefits.

Girlfriend Collective, an activewear brand known for its stylish and size-inclusive apparel, rebranded with a strong focus on sustainability, using eco-friendly materials like recycled polyester and nylon. As the brand expanded, it consistently communicated these sustainable practices through its website, social media, and newsletters, emphasising transparency about their manufacturing processes and the environmental benefits of their materials. This approach not only retained existing customers but also attracted a more environmentally-conscious audience, strengthening customer loyalty and building a community aligned with the brand’s values. By involving your customers in the journey, you can foster a deeper connection and reinforce their trust in your brand.

MYTH 5: “REBRANDING IS TOO EXPENSIVE”

Cost is often cited as a major barrier to rebranding, with many believing it’s a luxury only large corporations can afford. However, rebranding doesn’t have to be prohibitively expensive. It’s about smart investment rather than sheer expenditure. Small to medium-sized bodywear brands can achieve significant impact with targeted changes that align with their budget.

For example, updating your online presence—refreshing your website, optimising social media, and refining your e-commerce strategy—can significantly enhance brand perception without breaking the bank.

We can also provide a quote for your re-brand with a comprehensive list of deliverables so you know exactly how and where your money is being spent. If you’d like to find out more about this, get in touch here!

A real-life example of a swimwear brand that fits this narrative is FISCH, a sustainable swimwear label. Initially focused on eco-friendly materials like regenerated nylon, FISCH recognised the need for a brand refresh to broaden its appeal. Rather than undertaking a costly full-scale rebrand, they strategically invested in a website redesign, optimised their social media presence, and refined their e-commerce strategy. These targeted, budget-conscious updates significantly improved their brand perception, leading to greater customer engagement and increased sales, proving that impactful rebranding doesn’t have to be prohibitively expensive. Moreover, the potential return on investment from a successful rebrand—through increased customer engagement, brand loyalty, and sales—can far outweigh the initial costs.

Enjoyed this deep dive? Check out our case studies where we detail how we’ve helped a wide range of both entrepreneurs and established bodywear brands!

For any successful fashion bodywear brand, staying stagnant is not an option. Brands must continuously adapt to maintain relevance and market share. Rebranding is a powerful tool in this process—far from the myths that suggest it’s risky or unnecessary. For swimwear, lingerie, and activewear brands, rebranding offers a unique opportunity to redefine your position in the market, connect with new audiences, and solidify your presence as a forward-thinking, customer-focused brand. When done thoughtfully and strategically, rebranding can be the catalyst that propels your brand to new heights, ensuring longevity and success in a competitive industry.

So, if your brand is feeling a bit stale, or you’re struggling to connect with today’s consumer, it might be time to consider rebranding—not as a sign of failure, but as a bold step towards future success.

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