Australian retail icon Jeanswest has collapsed into administration for the second time in five years. The administrators blame tough economic conditions and an “unfavourable retail environment” – but is that really the whole story?

Let’s look at what actually happened.

In January 2020, Jeanswest entered voluntary administration. They were then bought out by Harbour Guidance Pty Ltd, saving 106 stores and 680 jobs. Fast forward to March 2025, and the brand is back in administration.

But can we really blame Jeanwest’s collapse on the death of skinny jeans and brick-and-mortar retail?

Australian retail isn’t dead. Far from it. We’re seeing brands like Fayt the Label actively expanding their brick-and-mortar presence. The latest Australia Post Ecommerce Report shows online spending is growing. People are still shopping – they’re just shopping differently.

The real issue? Jeanswest failed to evolve.

In the years between their first administration and this recent collapse, their marketing efforts were minimal at best. A scroll through their (incredibly vanilla) Instagram just confirms it. Yes, they celebrated their 50th anniversary by bringing back Chloe Maxwell (the original Jeanswest girl). They ran a design competition in Beijing. They made some website updates. They were ranked dead last on Baptist World Aid Australia’s Ethical Fashion Guide. And that about it.

Some might point fingers at online fast fashion giants like Temu and SHEIN. But that’s missing the point. Australian consumers still value local brands and ethical shopping. What they’re really looking for is range, experience, and authenticity. They want to feel seen and heard by the brands they support.

The missed opportunities are frustrating. Remember their iconic “Fits Best” slogan? At a time when consumers are actively seeking well-fitting, quality denim, that message could have been gold. Imagine combining in-store fitting experiences with digital try-on technology. Picture a marketing strategy that celebrated both their heritage and innovation.

Legacy brands have built-in trust – that’s marketing gold. They could have targeted a younger demographic while reconnecting with their 90s customers who grew up with the brand. But trust alone isn’t enough if consumers don’t think of you when they’re ready to spend.

The lesson for other brands is clear: the retail market isn’t dead, but it is changing. Brands need to adapt their marketing strategies while staying true to their core mission. It’s about evolution, not revolution.

Jeanswest had everything it needed to be a thriving brand in 2025 and beyond. They had history. They had trust. They had recognition. What they didn’t have was a marketing strategy that connected with today’s consumers.

The takeaway? Don’t let your brand become boring. Keep evolving. Keep connecting. Keep giving people reasons to choose you. Because in today’s market, being known isn’t enough – you need to be relevant.

Making legacy brands relevant: A marketing roadmap

So how can established brands avoid Jeanswest’s fate? Here’s what smart legacy brands should be doing in 2025:

  1. Audit your brand: Start by understanding how customers actually see your brand – not how you think they see you. Run surveys, analyse social media comments and gather real feedback. Then decide what needs to change and what should stay.
  2. Connect your past to the present:  Your history is valuable – but only if it matters to today’s customers. Take what made you great originally and translate it for modern consumers. Levi’s does this brilliantly, connecting their heritage of durability and craftsmanship to contemporary sustainability conversations.
  3. Create multi-generational appeal: You don’t have to choose between keeping loyal customers and attracting new ones. Design campaigns that speak to different age groups, where they hang out. Your Instagram might look different from your Facebook, and that’s okay.
  4. Invest in digital experience: The shopping journey typically starts online, even if it ends in-store. Your digital presence needs to be more than just a website. Think interactive sizing guides, augmented reality try-ons or virtual styling sessions.
  5. Make your physical stores count: Brick-and-mortar isn’t dead – but it needs to work harder. Transform your stores into experience centers where customers can touch, feel, and connect with your brand. Train staff to be brand ambassadors, not just sales assistants. When customers feel truly welcome and respected, they don’t just shop – they become advocates for your brand. Look at Fayt The Label, who’s winning customers through genuinely welcoming in-store experiences. They stock their full size range, create pressure-free shopping environments, and make every customer feel valued. That’s why people rave about their stores on social media.
  6. Tell stories that matter: Modern consumers want to know what you stand for. Share authentic stories about your impact on communities, your sustainability efforts or your vision for the future. Make these stories personal and relatable. And true.
  7. Listen and adapt: Set up systems to continuously gather customer feedback and monitor market trends. But don’t just collect data – act on it. Show your customers you’re listening by making visible changes based on their input.

Change doesn’t mean abandoning your core values. It means finding fresh, relevant ways to express them. The most successful legacy brands understand this balance – they honour their history while actively shaping their future.

The retail landscape will keep changing. But brands that stay connected to their customers’ needs, while consistently delivering value and authentic experiences, will always find their audience.