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Paco Rabanne, known now only as Rabanne, was once one of the biggest brands of the 1960s, but after failing to innovate designs into the 1980s its been a slow decline into fashion obscurity, fully closing in the 2000s. However, while that happened, the fragrance side of the business stayed booming, allowing for the brand name to continue to hold value up until an eventual rebrand after Paco Rabanne's passing in 2023. The rebrand has been going shakily so far, it's not bad inherently, but it's lacking that cohesion that's necessary to bring people back to a sleeping beauty brand. In this video I offer suggestions on how exactly I would move forward.

Affiliate Links for Books Used:
Rabanne (1994) Has The Countdown Begun? Through Darkness to Enlightenment: https://amzn.to/4alduxH
Rabanne (1999) Journey: https://amzn.to/3QqNo5e
Rabanne (1999) Le Feu du Ciel: https://amzn.to/3QwAnH4
Steele (2004) Encyclopedia of Clothing and Fashion: https://amzn.to/3y4D5NI

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