As Google Rebrands As Alphabet, FN Looks At 5 Big Fashion Name Changes

Google is the latest company to rebrand itself, with its holding company now known as Alphabet. But it isn’t the only company that has changed its name lately.

In a buzzed-about announcement, Caleres announced its rebranding in April after being known as Brown Shoe Co. for more than a century.

“We want a name that reflects our ambitions. Brown Shoe does not reflect who we are today,” CEO, President and Chairman Diane Sullivan told her employees on the day she rebranded the company. To be global brand, our name must be suggestive,” Sullivan told employees. “Our name must be more than a name. It must be managed as a brand with which people emotionally connect.”

Here is a look at other notable name changes during recent years:

1. When Hedi Slimane took over at Yves Saint Laurent, one of his first moves was to rebrand the company as Saint Laurent Paris. While some considered it a controversial decision for the iconic label, Slimane has quickly turned Saint Laurent into a star performer for Kering.

2. Speaking of Kering, the luxury giant, which also owns Puma, changed its name in 2013 from its old moniker, PPR. At the time, CEO Francois-Henri Pinault said the new corporate name, pronounced “caring,” reflected the company’s approach to growing and nurturing brands.

3. When John Galliano unveiled his first collection for Maison Martin Margiela in January, all eyes were on the designer’s return to fashion. At the same time, the luxe label quietly dropped its middle name and is now simply known as Maison Margiela.

4. In 2007, Payless ShoeSource rebranded as Collective Brands Inc., after the company acquired Stride Rite Corp. Collective had a short life span, however, after the company was broken into pieces a few years later. The company’s major brands were sold to Wolverine World Wide, while Payless was sold to Golden Gate Capital and Blum Capital Partners.

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