Formerly viral intimates brand Parade wants to win back Gen Z. After being acquired by Ariela & Associates International, parent company to Fruit of the Loom, Parade has been out of the limelight—but its new owners say their upcoming launch is not a rebrand. Even after a bit of a step back from its mid-COVID branding success, following questions of quality and sustainability promises, the brand wants to stick by its core identity. To hopefully get a return of young consumers, it’s promoting a new “That Lace” collection, which is advertised as “underwear and outerwear” through images of “It” girls sporting just bralettes or sheer garments around Manhattan. A few things will be changing as they set up for this drop, though: customers can expect fewer new launches and new supply chain standards to (hopefully) avoid previous inventory and quality issues. (Fashionista)
📊 YPulse data: 59% of 13-39-year-old females say they wear brands that represent their values
