I was reading this little fashion industry news tidbit about Lollytogs Ltd changing their corporate name and logo to LT Apparel Group. It got me thinking about how important changing a corporate name and logo is.
Is it really important? 
I think it’s important if the scope of your business has changed. For instance, if your main business is menswear and you start selling children’s wear, a name change might be called for.
Lollytog’s reasoning for changing their name is “to convey a business model with a borderless scope and a focus on the global supply chain, faster turns and higher margins for our retail partners”, according to Richard A. Sutton, the CEO of LT Apparel Group. Sounds like alot of corporate speak to me. In other words, they want people to take them more seriously. I think “LT Apparel Group” sounds more sophisticated than “Lollytogs Ltd.”
Chris Brown offers her thoughts on rebranding...when is it time to do it?
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