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One of the most popular brands of the '90s is coming back to life
(Delia's on Facebook)
Formerly defunct teen retailer Delia's has resurfaced as an online store, and it has a strategy to save itself from getting killed off the retail chain again, reports Sapna Maheshwari of Buzzfeed.
The chain filed for bankruptcy in 2014 after failing to keep up with other retailers that captured the hearts and wallets of millennials, like Forever 21 and H&M.
But given the popularity of nostalgia, it made sense to revive the brand.
Maheshwari notes Steve Russo swept up the brand for $2.5 million earlier this year.
The brand announced its grand return via Instagram, and women across the Internet celebrated.
The internets have spoken! We are coming BACK! 🙅 #DeliasForever #AreYouReady #StayTuned
A photo posted by @delias on Mar 13, 2015 at 5:14pm PDT on Mar 13, 2015 at 5:14pm PDT
But all celebration aside, the problem remains: will nostalgic millennials want to buy the clothes they wore in their formative years?
Therein lies Steve Russo's strategy.
"There are certain aspects of the business that are actually being bought by some of the older customers," Russo said to Maheshwari. "We’re gonna start to extend that out to be more where the sizing will be a little more fitting to someone slightly older…there’s a nostalgia element to it. And we want to bring back some of the old models. We’ve already talked to them and met with them, and they’re actually consulting with us in some cases."
This strategy is translating to Delia's trademark catalog, too.
"We’re working on doing a throwback flashback catalog ue that will probably be done at the beginning of 2016 that brings together the old and the new." The new includes articles, Russo told Buzzfeed.
At its peak, Delia's was known for teen-friendly catalog and its quirky printed tees.
Sharing is caring 😂💕 #deliasgirls #deliasforever #besties #catalog
A photo posted by @delias on Aug 20, 2015 at 3:37pm PDT on Aug 20, 2015 at 3:37pm PDT
Recently, tween paradise Limited Too announced that it would relaunch after going defunct. Bluestar Alliance purchased the brand.
It's much safer to bring back a new and familiar brand than it is to start a new one from square one.
"There’s certainly more brand awareness than one could build over a short period of time," Liz Dunn, CEO of Talmage Advisors, told Veronique Hyland of The Cut, "versus just saying 'I'm going to start a preppy, value-oriented retailer from scratch."
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