America's malls are fading, but many of the star brands that defined the shopping centers of the early aughts are experiencing a resurgence.
Abercrombie, Coach, and J. Crew have all won over young customers, thanks to the nostalgia-driven trends of Gen Z.
"To reach new younger audiences, they've all struck a really good balance of nostalgia and novelty," Morning Consult analyst Ellyn Briggs told Business Insider. "Each of them have introduced something new or tried out a new strategy in the last few years that has struck a chord with new audiences."
For Abercrombie, it was a sophisticated look and more inclusive sizing. For Coach, it was an updated look for its products.
This trend could continue into 2024, as several brands are beginning the new year at a crossroads. Business Insider asked analysts what brands have the most potential for turnaround and how each company can win over customers.
"When I think about 2024, the two markers of success are going to be innovation and value," Dana Telsey, CEO of Telsey Advisory Group, told BI.
"Innovation requires differentiation," she continued. "It means offering products and services that solve unmet needs, that add convenience, and are unique in the market."
"Not all of these may undergo strong revivals, but they are all in the process of reinventing themselves," Neil Saunders, retail analyst at GlobalData Retail, wrote to BI in an email. "All of the brands are aware that they have issues and are taking steps to remedy the problems. They are all making investments and actively trying to change their propositions."
Here are six brands ready for reinvention in 2024.