The fashion and apparel brand Esprit, known throughout the ‘80s and ‘90s for its colorful, oversized sweatshirts and ubiquitous three-striped logo, is seeking a revival on U.S. soil. And it brought on Ana Andjelic, former Chief Brand Officer of Banana Republic, to lead the charge.

Esprit’s new Global Chief Brand Officer is leaning into the brand’s heritage while modernizing it for the cultural moment, Andjelic told Chief Marketer. “There was a very innovative, creative undercurrent that propelled the brand to become what it became in the ‘80s and the ‘90s,” she says, “an unbelievable branding primer, in terms of graphic design, images, photography, our direction and store design… It was something that we now consider table stakes, but that was never done before.”

Her goal is two-fold: to remind Gen Xers and Boomers that Esprit is back after falling off the map, and to attract Gen Z through the signature Esprit “look.” We spoke with Andjelic about her vision and strategy for the brand’s comeback, the art and science of global brand-building, insights gleaned from previous marketing gigs and what it takes to succeed as a modern CMO.

In the world of experiential, marketers harnessed peculiar, often culinary-based experiences this past year in an effort to turn heads and engage attendees amid a saturated landscape—from Audible’s three-course hot-dog themed dinner to Cap’n Crunch’s giant cereal bowl installation atop a ferry to Paramount+’s 4,870-pound plate of nachos. Check out this round-up of steal-worthy ideas for inspiration.

Lastly, we’re kicking off 2023 with our Market Like a Mother recognition program, which shines a spotlight on the women who are leading teams, running campaigns and chalking up more than a few wins at home as “mom.” Help us celebrate the incredible work and fortitude of our third crop of marketing moms by nominating a colleague—or yourself!—by Jan. 13.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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