I thought this article related to our discussion of brands, and their need to stay relevant and not get too comfortable. Tommy Hilfiger was such an iconic brand, with a well established market, but the success couldn’t last forever. He was at the turning point of the “casual wear” era but he inevitably had to rebrand when this trend left. The portion of the article about the brand being adopted into the “hip-hop” culture is also interesting. It not only affected consumer behavior, but he admits that a simple change in customer interest changed what the brand was.