Re-Launching a Brand

How do you re-make a 20 year-old brand into something fresh, trendy and new again in the city that’s seen it all… for a market that’s tough to impress? Great design? (Check.) Private and public launch events? (Check.) Citywide advertising? (Check.) Cause marketing? (Check.) Fashion week tie-in? (Check.) Celebrity appearances? (Check.) Media exposure? (Check.)