Why ST-Mary’s brand? Are legacy brands a dinosaur? well it depends on who you speak to. If you ask the retailers & infomercial marketers who’ve taken advantage of these long-standing brands, (the likes of Iconix Brand Group, Pan-Am, Bell & Howell, Polaroid, et al.), they would emphatically answer “no way”. Vintage names are still in use today and thriving through the use of nothing more than perception, history and retail participation. (Note: Target with Royal Velvet, Costco with Chrisma, Bed, Bath & Beyond with Wamsutta, etc,) Through scientific polling, thorough research and retail sell through, the targeted demographics
(we’ll call Baby Boomers) still exist. Baby Boomers, between the ages of 52 and 70, control about 70 percent of all disposable income in the U.S., according to Nielson.