16 Revive a vintage brand

16

REVIVE A VINTAGE BRAND

Times change, and companies can become outdated. Fashion is fi ckle. Brands can become dated and disappear from the scene, only to be rediscovered by a new generation who think they are amazingly cool. Reviving a long lost brand can be the start of a new business.

The idea In France, the Sajou brand was given the kiss of life by an obsessive collector of vintage haberdashery, Frédérique Crestin-Billet. After paying a considerable sum for an old Sajou catalogue, she asked herself what had been so special about the defunct company and started delving into their history. She discovered that the brand name was available, registered it and opened the fi rst Sajou website in 2005 selling Sajou branded embroidery scissors and postcards featuring some of their original designs.

Madame Crestin-Billet used the huge collection of Sajou archive material to create a new company, which retained the spirit of the original brand idea. She also searched for French manufacturers in order to keep her products as authentic as possible, despite the attraction of fi nancial savings to be gained by having them made in China.

The company was immediately successful. It captured a large market in Japan, where the consumers were enamoured with the individuality of the brand. The ornate belle époque designs, which

had looked dreadfully out of date from the 1930s to the 1960s, are now appreciated for their intricate details. The products are of high quality and they are expensive, but for serious dressmakers, the price is justifi able.

In practice • It helps to have a passion for your subject. Other brands that have been brought back to life include perfumers Les Parfums de Rosine and Grossmith, and the fountain pen manufacturer Conway Stewart. • Visit the British Library online to look for memorable brands that have fallen out of use. Research your family background for business connections. • Register the trademark once you fi nd the available brand you would like to revive.