Preface
Brands that have core users that are mostly older than 30 can easily lose their relevance over time, and fail to be aspirational to a new generation of users. Brands such as Victoria's Secret, Gap, UK retailer Debenhams, South African retailer Edgars and cliché example Kodak are all examples of brands that have failed to take the right action to stay relevant.
Today's 18 to 24-year-olds form part of the Gen Z generation, and are a key influencer and precursor to the next age group (25 to 35). Therefore,...