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When brand heritage becomes a burden

Katies’ iconic status in women’s fashion is a valuable asset for owner, Specialty Fashion Group. But a long history can sometimes be a double-edged sword. This is the story of Katies’ rebranding. Specialty Fashion Group gave its Katies brand a facelift last week, launching a more modern logo, colour palette and Spring/Summer collection nationally, and unveiling a new store design at the Westfield Fountain Gate shopping centre in Victoria. The rebranding is an effort to change customers’