Eddie Bauer logo ditches the script because Gen Z doesn’t read cursive
It’s a major rebrand that launches on Eddie Bauer’s digital platforms today and will start to appear at international brick-and-mortars on a rolling basis. By fall 2024, all Eddie Bauer products will begin to feature the updated logo.
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Though Bantle and his team initially toyed with the idea of keeping the script font, the general reaction they received was that it looked dated and, to some, confusing. “A big part of what I’m going to need to do here is reintroduce this great heritage brand to the next generation,” Bantle says. “And kids don’t even learn to read cursive in school anymore.”
Do Gen Z even give a shit about Eddie Bower? It’s more of an “old man who lives alone in a cabin with no phone and an outhouse” brand. I don’t remember the last time I even saw a Gen Xer wearing Eddie Bower.
What I think is they’re starting to realize Millennials are becoming grandparents and need a new avocado toast demographic to blame the economy on.
GenZ dresses like shit so it’s no surprise.
I think the thought process is about making Gen Z give a shit about the brand.
Maybe it’s just because I live in an area that has a lot of people with outdoorsy hobbies like hiking and fishing, but I see a lot of people wear Eddie Bauer everyday