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10 popular brands: failure and take-off stories

Life, death, wealth and glory are completely unpredictable. None of this can be planned, executed on schedule, or forcibly.

Speaking about the world of corporations, fame plays a crucial role in the fate of any company. The popularity of the enterprise among consumers depends entirely on how widely known it is in wide circles. But, as we all know, fame is very unpredictable and unstable and can come to the company at any time. Sometimes a company becomes famous at the dawn of its formation in the market, and it happens that fame catches up with it quite late.

Here is a list of ten companies that at first were very popular, but then lost their gloss and popularity, which, however, did not stop them from regaining their former glory, and fame again became their constant companion. Here are stories about how these companies once again took leading positions in their fields, and how they managed to regain their former glory.

Apple1. Apple

The 1980s were the most fruitful for this legendary computer company. Nevertheless, the 90s turned out to be an unfortunate period for Apple, to put it mildly, because the popularity graph of this computer giant crawled down, almost bringing the company to bankruptcy, from which it was saved by Steve Jobs, who returned to his brainchild in 1997 and introducing into everyday life all now known iPods, iPads and iPhones.

It is no exaggeration to say that Apple revolutionized high technology and for centuries engraved their name on the board of honor among the pioneers of computerization.

Today, Apple is considered one of the most enviable companies in the technology market. Most of its products are in constant demand among fans of high-tech innovations, and we can confidently say that Apple has occupied its niche and are not going to give it to anyone.

2. Dr. Martens

Klaus Mertens, a doctor serving in the German army, was once injured in his ankle and found that his army boots hurt and discomfort him.
Immediately after the end of the war, he designed a model of shoes with “air” soft soles and in 1952 opened his own shoe factory, which quickly gained popularity throughout Germany. In 1960, the patent rights for the Dr. Martens was bought out by the British shoe manufacturer R. Griggs Group, and after some changes were made (in particular, the yellow line in Kant became their trademark), the shoes began to be sold (and very successfully) under the trade name “AirWair”.

However, at the end of the 90s sales of Dr. Martens began to decline rapidly, most stores in the UK closed, and it seemed impossible that the company would ever be able to revive. But in 2004, the company launched a vintage collection, and in 2010, relative stability in production was achieved – 50 pairs of shoes per day.

In 2012, Dr. Martens has been named eighth in the list of UK companies in terms of growth and is now one of the most successful shoe manufacturers in the world.

3. Garanimalsclothes

Garanimals began producing clothing for children in 1972. Thousands of parents became interested in its simplicity and attractive design, it is not surprising that this children’s line has become one of the most popular in America.

However, after several years of incredible success, the Garanimals began to lose their charm and gradually disappear from children’s wardrobes.

2008 was a success for Garanimals, as the advertising agency “Gardner Nelson + Partners” began to promote them in a completely new way, making the Garanimals again popular and in demand throughout America. Despite the preservation of the previous theme, bright colors and modern styles were introduced, which also could not affect sales.

4. Keds

Keds became a sensation for girls from the mid-80s to the mid-90s. They became a new fashion saga among teenagers along with oversized t-shirts, sweatshirts, sweaters and many other wardrobe items. With or without laces, gym shoes became the most favorite shoe among girls.
Moreover, some of the popular television characters were also seen in sneakers, thereby making these shoes one of the most hyped and popular brands in the history of shoes.

The end of the 90s was very unfortunate for Keds, as the brand’s popularity began to decline, and, accordingly, sales also declined significantly. It seemed that people had completely lost interest in this brand of shoes.

But in 2007, designer Nanette Lepore resumed production of shoes with the label “Fun and Flirtatious Keds Women’s Line”, and soon after, the Keds Studios brand appeared, which offered customers to create shoes to their taste and made them to order. These efforts were not in vain and returned the former popularity of Keds, and today it is one of the most popular shoe brands among girls.

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