Today’s generation has been spending too much than in the past. Our wants and needs had changed, especially for ages 20 to 30s. We were in the era of technology, and we could buy anything without leaving our homes. The same goes on how we use the bank or shopping since we could buy an item online. In this article, we would talk about the past famous brands that Millennials did not like anymore.
Diet Pepsi was a massive hit in the 1990s, but sales have plummeted since the new generations did not like the brand anymore. Although artificial sweeteners and aspartame were first introduced to the market in response to sugary sodas, The Millennials were still concerned about the harmful effects when ingesting them. Millennials prefer nutritious beverages like sparkling water over Diet Pepsi.
Crocs was a famous foam sandal worn by everyone since it was comfortable to use. However, there were some issues with the brand. Crocs were durable, that we did not need replacement. Some said it was harmful to our feet, and the brand of sandals had a simple design that people could imitate easily. It was why the brand sales declined, which led some of the outlets to close down.
The Apple iPod was known as “the unveiling of a breakthrough multimedia product” by the company. The product became a hit in the past years. In April 2007, the company had sold 100 million of the gadgets. The previous president of the U.S., Barack Obama, gave an iPod to Queen Elizabeth as a gift. However, after the iPhone was released in public, people forgot the iPod since the iPhone had the feature to listen, message, use the internet, and many more.
Victoria’s Secret was known for its runway shows and revealing styles. The brand was not doing great in this era. According to analysts, the brand had lost popularity with today’s customers due to its overt nudity, dark shops, glam image, and dependence on slim models. Since 2016, revenues have been slowly decreasing, causing the company to replace executives and close some stores. The brand had decided to close 250 stores in 2020.
In the past, Campbell’s Soup was the top-selling brand in the U.S. As the years go by, people aged 18 to 34 in the U.S. did not like to buy the product anymore since it had a tremendous amount of sodium. Some people thought it would be harmful to their bodies. The product sales did not increase since 2012, even though they focused on snacks, organic soups, and broth.
In 2018, Budweiser was stripped of the title as the “King of Beers.” The brand was now no.4 when it’s about beer sales in the U.S. Consumers were asking for a new kind of alcoholic beverage. There were different kinds of beer that were produced throughout the world, which rivals Budweiser. People would prefer to drink beers containing low-carb, low-sugar, flavor blends, and hard seltzers.
Kodak was known for cameras and film. However, because of the smartphones where we could use to capture an image, it suffered from a loss of sales. In 2012, the brand had announced bankruptcy. Kodak had 145,000 workers in the past, and people knew them as one of the cutting-edge technologies. Today, the brand was trying to increase its sales by “Kodakcoin,” which photographers could manage the images.
Harley Davidson motorcycles were also affected by the changes in wants in the market. In the current era, Millennials would choose to ride public transportation rather than riding a personal vehicle. According to AllianceBernstein, Harley Davidson might be a well-known motorcycle brand in the past, a global asset management firm that the brand would fall in the next five years.
Jell-O might be one of the favorite products in the supermarket in the past. However, most of us, the Millennials, did not know about the brand. According to Erin Lash of Morningstar, the brand had a problem keeping up with the food trend. However, Kraft Heinz, the owner of Jell-O, was trying to attract young people to buy their product. The brand created Jell-O Play, a toy that we could eat.
The company attracted many people to go into their shop because of the jingle called “Fall into the Gap.” However, the chances of people’s want had affected some brands like the Banana Republic, Old Navy, and Athleta chains, especially their parent company, Gap Inc. They decided to close down hundreds of their stores to solve the problem. According to the managing director of GlobalData Retail, Gap was “lackluster, and the clothes were “samey and boring.”
General Motors had announced that they would not manufacture Chevrolet Volt electric cars and Cruze small sedan in March 2019. People in America would like to become a passenger or ride in an SUV’s, pickup truck, or crossover vehicles rather than buy one of those passenger cars. The changes in consumer’s wants affected the brand’s sales. General Motors also stopped producing Chevy Impala full-size cars.
Ettore “Hector” Boiardi launched his company called chef Boyardee in Cleveland last 1928. In the past, women would choose their canned pasta for their family. However, they could not keep up with the trend in the food industry. The brand was accused of lackluster earnings by ConAgra Foods in 2014. The company was trying to improve chef Boyardee by using high-quality ingredients. There was a price increase, but it shows an improvement in their sales.
Twitter was created in 2006, and it became one of the favorite platforms similar to Snapchat and Instagram. However, in 2016, Twitter was trying to sell itself 2016. However, some people who were interested in the platform refused the deal. Twitter had a slow increase in sales, and there were also decreasing users who used the platform. Twitter was also facing problems about abuse and harassment. There were possibilities that it would end up like Friendster or Vine.
Tiffany had to face a complex problem in the current era since it encountered a decline in sales. Tiffany was an almost 200-years-old jewelry brand, but young people in America were not interested in their product. People or couples would usually not pick diamond rings nowadays, and some would not even get married. The company tried to increase its sales by hiring Reed Krakoff. The designer’s role was to attract younger consumers.
Fiat might be famous in Italy, but it was a different story in the U.S. For the people in America, Fiat was known for being unreliable. According to the report, their sales were declining every month. The American consumers were more interested in SUVs. Fiat was trying to solve the problem by manufacturing light trucks and crossovers since America’s people would want.
SlimFast was known for its drinks in the past. In 2000, Unilever paid $2.4 billion to get the brand, but Unilever previously sold it for $350 million. SlimFast was trying to increase its sales by adding various products. However, most of the consumers today would choose fresher foods rather than lower carbs. It was why their new products like cookies and protein bars would not be effective.
Because of many department stores that sold appliances, Kenmore was suffering a decline in sales. Some manufacturers of devices would let Kenmore sell their product, but that was all in the past. Sean Maharaj of AArete said to CNN, “the equivalent of a flip phone in the smartphone era,” today, the brand was not competitive anymore, and Sears was trying to sell the brand, but no one wants to buy it.
People liked to eat Wheaties with images of the world’s greatest players on their cover in the past. In the current era, breakfast cereal was not well-known anymore. The brand was also suffering from a decline in sales since consumers thought it was hard to eat when they were in a rush. Most Millennials were time-conscious, and they preferred buying easy to prepare meals. They would usually buy burritos, egg sandwiches, fast-food hamburgers, or smoothies.
Coca-Cola had plans that they would stop manufacturing Odwalla at the end of July. Odwalla might be focused on health-conscious consumers because people would prefer eating fresh fruits and vegetables. The brand also had a bad reputation since it contained high sugar. Some bottles contained sugar that equal to a can of soda or candy bar. Odwalla could not keep up with the trend, which made Coca-Cola decide to shut it down.
Unlike before, American cheese was not the same plasticky anymore. “Real” cheese might be less convenient, but consumers would still buy them instead of the lurid orange slices that would melt when we heated in our sandwiches. The sales of “cheese food” were declining every year. However, according to Euromonitor International anticipated the Kraft Singles would be one of the brands that would endure the problem.
Millennials did not like fast fashion anymore, and they would always plan what they should be buying. In 2019, Forever 21 had filed for bankruptcy, and the company had lost its reputation in the market. The company’s target became focused on business practice, and people would prefer buying vintage clothes at thrift stores which affected their sales. We would not forget Forever 21, especially the tacky taco sweatshirts.
Eggo waffles were becoming famous again because of their appearance in Stranger Thing. However, it was the opposite of the other Kellogg’s breakfast product. Because of the decrease in sales, the company lowered their expectation about the brand. Most of the consumers in America would buy on-the-go food when they would take a commute for their work or school. Some of Kellogg’s products were now unavailable.
Applebee’s was not competitive as before since its sale was declining, especially at the time of the pandemic. Young consumers would pick restaurants like Chipotle or order on-the-go food in a fast-food to eat in their homes. The restaurant was focused on American dishes, but their menu did not increase their sales because of their problem. Applebee’s decided to close down 200 stores in 2016.
Claire was known as the inexpensive earring that had a variety of colors. However, their product did not attract young consumers anymore. In 2018, Claire’s decision to file bankruptcy 2018. Claire’s blamed that the foot traffic in malls was why they had a decrease in sales. Claire’s might have a free piercing when a consumer bought a piece of jewelry, but they could not do it when consumers purchased a product through online shopping.
H&M was a brand that had higher sales than Forever 21, but it did not mean the brand would not be affected by the changes in trend. H&M decided to close some of them even before the pandemic started. They had a hard time selling billions of clothing on their shelves. Their product was expensive, which was challenging to compete with those brands that had the cheapest dress.
Ann Taylor And Her Sister Stores
There was news that Ascena regarding the problem that they were facing. Ann Taylor and other stores’ parent companies decided that they would file bankruptcy. The company might close 1/3 of its stores. The parent company had sold Maurice’s and closed down Dressbarn in 2019. We would not be shocked if some of their stores decided to close. However, it was not the only well-known brand in the past that closed down in 2020.
The Gap chain is shrinking — in more ways than one. In early 2021, Gap decided to close half of its stores. They had decided that in 2018 since Gap had a 5% decline in sales. According to Robert Fisher, the interim CEO of Gap, their decision would be the best for Gap. However, one of the famous brands had closed 56 stores in the U.S. and 89 stores in a different location in January 2020. In February, they decided to close 230 stores.
Kmart launched its first store in 1962. In 1994, Kmart had 2,500 stores throughout the world. However, after it filed for bankruptcy in 2002, hundreds of its shops had closed down. However, Kmart started to face difficulties when they merged with Sears. In 2019, Kmart closed down 12 of its stores, and in February 2020, 50 more stores had closed. Transformco, the company that owned Sears and Kmart, said “a difficult retail environment and other challenges.”
Bath & Body Works
If we think that soap and Sanitizer might be the best product to sell during the pandemic, Bath & Body Works closed 50 of their shops, especially in malls. According to CEO Andrew Meslow, “may not come back to their pre-crisis levels of productivity.” However, a year ago, the brand had an increase in its sales Meslow shared, “Sanitizer is now something that will likely be part of all of our daily routines for the months and years ahead. So, [it’s a] meaningful opportunity.”
Men’s Wearhouse: Jos. A. Bank
According to CEO George Zimmer, “You’re gonna like the way you look. I guarantee it.” if we buy one of their products. However, Zimmer was fired in 2013. Because of the pandemic, most people worked at their homes to only wear polos and jeans. Not only Men’s Wearhouse was suffering from a decline in sales, but other brands like Jos. A. Bank, Moores, and K&G ended up losing most of their stores.
In the past, Hallmark Cards had a slogan saying, “When you care enough to send the very best.” However, most people today did not want to send cards anymore. They still had 2,000 shops on Hallmark’s website, but dozens of those stores closed down in 2020. Rich Schauer said to Forest Park Review, “People used to buy and send cards all the time.” He also added, “It’s all online now. Everyone celebrates their birthdays on social media.”
CVS was shutting down two dozen of its stores in 2020. it was half of the number that closed down in 2019. However, we could still find some of their shops in a different location since there were still 9,900 stores running. There were still 1,100 stores that had a clinic that was still open. If we need to get a flu shot, check-up, or cholesterol screening, we could go to CVS.
New York & Co.
New York & Co. Announced that 25 of their shops would close last February 2020. Only a few people visited the shop in the previous years since most of them would spend some time buying through online shopping. Before the pandemic started, the parent company had filed bankruptcy, and 380 stores were still operating. New York & Co. was a brand that usually collaborated with some celebrities.
Lucky’s Market was established in 2003 and had a slogan saying, “Organic for the 99%.” However, Lucky Market had filed Chapter 11 bankruptcy in January and would close down their 32 out of 39 stores in 10 different states. Unfortunately, the company was planning to sell the seven remaining stores. Kroger had aided Lucky’s sales within three years, but Kroger decided to cancel their partnership in 2019.
Christopher & Banks
Gil Braun established Braun’s Fashion in Minneapolis in 1956. According to the founder, the local women were “full of life and wisdom,” which he tried to manufacture affordable clothes. In 2000, Gil changed Braun’s Fashion into Christopher & Banks. In 2018, the company had lost a total of $8.8 million. They had successfully increased its sales to 11%, but it was not enough since 30 to 40 of their stores would close in 2020.
People were shocked when Macy had announced that 1/5 of their stores would close after three years. Jeff Gennette, the CEO of the company, said that they would close 125 of their stores. According to Gennette, “We will focus our resources on the healthy parts of our business, directly address the unhealthy parts of the business and explore new revenue streams.” Now, the retailer was launching smaller shops in shopping centers.
Family Video had one remaining store, and it was located in Bend, Oregon. In the past, it was known as “the largest movie and game rental chain.” in America. There were also reports from The Times of Northwest Indiana that hundreds of its stores had closed down. Family Video was established in Springfield, Illinois, in 1978. The company said on their website that “Recent events have caused us to make some tough business decisions.”
One more department store that was affected by the pandemic was Nordstrom. The department store was known for its excellent customer service and live piano music in the past. Nordstrom had 16 different locations in the U.S. and Puerto Rico. However, the company decided “to strengthen its business for the long-term” by closing some of their stores. There would be 100 department stores that would still operate.
Penney had been operating since 1902, but many competitors like Amazon, Walmart, Target, and other retailers had affected their sales. Penney had told the federal regulators that they would close 242 of their stores, and the brand also filed for bankruptcy protection. J.C. Penney decided to close 192 of its stores in 2020 and 50 in the following year. They also had a difficult time dealing with the pandemic.
GameStop was closing some stores close to each other since it did not help them increase their sales. According to Jim Bell, the chief financial officer, “In 2020, we will continue our work to de-densify our global store fleet.” The retailer announced that they had a 19.4% decline in sales last year. There was also an issue that they opened their store during the pandemic since they were “essential.”
Many retailers closed because of the pandemic, and another example was Stein Mart. The company was established in 1908, but it previously filed for bankruptcy. The company stated, “a significant portion, if not all, of its brick-and-mortar stores.” We could buy what we need or wants in Stein Mart, but the COVID-19 affected their sales. Eight thousand six hundred people lose their job in the process.
Sears might be operating for 130 years old, but the company sales were declining. It was a well-known and most prominent company in the country in the past. Sears had a significant role in shopping malls. Their creative mail-order catalog had helped to shop without having a hard time. However, the company had filed for bankruptcy in 2019. Their sales were not looking good every month. There were stores closed down because of a decline in sales.
Sarah Jessica Parker, an actress, called the Century 21 “the best part of jury duty.” The brand was operating for 60 years, but they encountered a problem losing all of their stores since they had filed for bankruptcy. In the news, Raymond Gindi, the co-CEO, blamed the insurance companies who did not help the store during the pandemic. Gindi said, “have turned their backs on us at this most critical time.”
AT&T would close 250 stores in a different location. According to Communications Workers of America, 1,300 employees would be affected by their decision. Their statement, “Reducing our workforce is a difficult decision that we don’t take lightly.” also added, “With more customers shopping online, we are closing some retail stores to reflect our customers’ shopping practices. While these plans are not new, they have been accelerated by the COVID-19 pandemic.”
Sur La Table
The pandemic also affected the sales of Sur La Table. Because of the pandemic, the retailer decided to file bankruptcy which led to closing 121 stores. According to CEO Jason Goldberger, “This sale process will result in a revitalized Sur La Table, positioned to thrive in a post-COVID-19 retail environment.” Sur La Table was established in 1972. However, the remaining stores were now sold to an investment firm.
In the past, no shopping center did not have an Express store. However, some lesser people would like to go to the mall which affected their sales. The chain said that it would close 100 of its stores in 2022. Unfortunately, the brand decided to close 31 stores in 2020 and 35 stores in January 2021. Express had a total of 411 outlets, and 215 would file in November.
Olympia Sports had closed half of its stores in 2020, and the retailer was known for its sporting products. Olympia Sports were well-known in New England, New York, and East Coast, and it was established in Portland, Maine, in 1975. Olympia Sports was sold by JackRabbit last year, and it was a chain of different stores in America. It was selling sneakers, gears for exercise, and other sports products. However, not all the stores were bought by the company.
We could locate everything we need in our office when we go to Office Depot. The brand was selling ink cartridges, envelopes, and many more office or school products. However, Office Depot had decided that they would close 90 stores in 2021. They already closed down 55 of their stores last year. The company that owned the Office Depot was Office Max, and their CEO Joe Lower said to the investor that the store would compensate 20% of their sales in three years.
Wilsons Leather was known for its leather belts, shoes, handbags, gloves, and other leather products. However, G-III Apparel Group had planned that they would close the remaining Wilsons Leather. In 2000, 700 stores were opened in the U.S. and Canada. The parent company was also going to close down the 89 G.H. Bass shoe and clothing stores. According to G-III, they would concentrate on the five well-known brands.
Lord & Taylor
Lord & Taylor was one of the oldest stores since it was established in 1826. The original shop was located in Manhattan, and they advertised products like cloaks, shawls, and many more. However, many stores were closing one by one and even the New York City branch last January 2019. Lord & Taylor had a chance to survive the trials they were facing if there was no pandemic. Because of COVID-19, L&T had filed bankruptcy in August.
A.C. Moore was a store that was well-known because of its generosity in giving coupons. The company said that they would go out of business in 2020. According to Anthony Piperno, the A.C. Moore’s CEO, “Unfortunately, given the headwinds facing many retailers in today’s environment, it made it very difficult for us to operate and compete on a national level.” A.C. Moore was also a store that had been in the industry since 1985.
Modell’s Sporting Goods
Some of us might know about Modell’s Sporting Goods, primarily when we resided or visited New York City. According to Modell, they would shut down 24 of their stores in February. However, a few weeks after, they had decided to file for bankruptcy. The company had a difficult time competing with other online retailers like Amazon. They also announced that they would close down some shops in Massachusetts to Virginia.
Forever 21 was one of the well-known brands in the world when it was about fashion. The store had inexpensive clothing that could keep up with the trend. However, teens had an issue with their clothing, whether their disposable clothing would harm the planet. Because of the case, the retailer had filed for bankruptcy and their business. There were 350 stores throughout the world that closed because of the problem.
In the past, Bose was a well-known brand when it comes to speakers and headphones. However, 119 stores had closed in North America, Europe, Japan, and Australia. According to Colette Burke, the company vice president of global sales, “At the time, it was a radical idea, but we focused on what our customers needed, and where they needed it – and we’re doing the same thing now.”
Because of many competitors in the market, Destination Maternity was struggling in facing well-known online stores. Their sales were constantly dropping, which led them to file bankruptcy in October 2019. It was also the reason why they started to close 180 of their stores. According to Lisa Gavales, the Destination Maternity CEO, “In a challenging retail environment, we have had to make some very tough choices.”
Walgreens was a well-known drugstore chain in the past, but they announced that they would close 200 stores in the U.S. in 2019. The chain is trying an innovative plan to attract some customers into their shop. One example was a deal that let online shoppers pick up their orders in Walgreens. Three more stores in San Francisco were closed down, and even in the shopping street of Old Town Alexandria, Virginia, was no exemption.
Art Van Furniture
Art Van Furniture and mattress stores were established in the Midwest region. Unfortunately, in March, they told the public that they would close all their stores in eight different states. After several days that they announced, Art van Furniture had filed for bankruptcy. The chain was also losing some customers to its well-known competitor, Amazon, and Wayfair. Art Van Furniture was created in 1959 by Archie “Art” Van Elslander.
Because of the pandemic, most people were working inside their houses. It was the reason why Brooks Brothers were losing their sale, which led to filing bankruptcy and closing some of their stores. Brooks Brothers were established in 1818, and it might be the oldest clothing brand in America. The brand was operating for 200 years, and it did not know how it would solve the crisis they were facing during COVID-19.
Like other smaller grocery chains, Earth Fare could not compete against a more prominent company like Amazon. Earth Fare decided to surrender, and they told the public in February that they would close all 50 stores in 10 various states. Earth Fare said to the news, “Continued challenges in the retail industry impeded the company’s progress as well as its ability to refinance its debt.” Earth Fare, also known as Dinner for the Earth, was established in 1975.
Bloomingdale’s was known as a luxury department store, and it was established in 1861. On their website, they announced that one 1 out of 35 of their stores was now closed. The branch that discontinued the operation was the Miami Bloomingdale which opened in 1984. The branch that closed down was known as “Retail Apocalypse” since its sale was affected by Hurricane Andrew.
Tuesday Morning was also trying to survive in the harsh competition in the market. The chain had filed bankruptcy, and which led them to the liquidation of their brand. They also close down 230 of 700 of their stores in the summer of 2020. Steve Becker, the CEO of Tuesday morning, said to the news, “The prolonged and unexpected closures of our stores in response to COVID-19 has had severe consequences on our business.”
Chico was known for its clothing and accessories for women. We could read on their website saying, “the lifestyle needs of fashion-savvy women 30 years and older.” Chico’s was established in 1983 by a couple and named their store similar to their pet parrot. Chico’s had 1,400 stores across America and Canada. However, they announced that 250 of their U.S. locations would close in 2022.
Papyrus was known as a stationery and greeting card retailer. It also had many stores throughout America. However, The Schurman Retail Group, the parent company had filed for bankruptcy in January, and they announced that they would close down all of their stores. There were 254 Papyrus, American Greetings, and Carlton Cards that were already out of business. One hundred seventy-eight of Papyrus stores had discontinued their operation in America.
The Children’s Place
The Children’s Place was known as a clothing store for kids, and it operated for 50 years. However, hundreds of stores had been closed down. Two hundred stores were out of business last year, while 100 would close this year. According to CEO Jane Elfer, “the rapidly changing shopping patterns of our consumer, partly due to the COVID-19 pandemic.” They were no exception to other stores that were affected by the pandemic.
Bed Bath & Beyond
In the past, Bed Bath & Beyond was a well-known brand. It was known for selling bath mats, bedsheets, potholders, and there were 300,000 various items in their store. Before the pandemic, 40 stores were closed down. Not long after, 20 more shops were out of business. Their sales were affected by the pandemic in July, leading them to close 200 stores in the next two years.
Signet Jewelers self-proclaimed that they were “the world’s largest retailer of diamond jewelry.” We might not hear their name, but they operated shops like Kay Jewelers, Zales, Jared the Galleria of Jewelry, Piercing Pagoda, JB Robinson Jewelers, and many more. After the pandemic spread throughout the world, there was a 40% decline in their sale. One hundred fifty of their stores were out of business. Today, the company was focused on being an online retailer.
Victoria’s Secret was having a problem in the previous years since many ladies thought it was irrelevant. Ed Razak, the Chief Marketing Officer, said to Vogue in 2018 that the brand was only a “fantasy” since they did not have products for transgender and plus-size women. Victoria’s Secret was suffering from a decline in sales, and they told the public that they close a quarter of 1,000 of their stores in the U.S.
Stage Stores could not compete with larger department stores like Walmart, Target, and Kohls. On May 10, the company had filed their bankruptcy which led them to shut all their stores. Stage Stores tried to get back to the competition in 2019, but the pandemic forced their stores to close for weeks. It led them to lose a lot of sales which was fatal for the brand.
Pier 1 Imports
Pier 1 was known for its scented candle, silk pillow, Papasan chair, and various home furnishing. Pier 1, established in 19962, did not have any idea that they would go out of business in 2020. In that year, 900 of their stores were shut down. The company decided to file for bankruptcy and prayed that they would find a buyer. The pandemic also affected their sales which led them to close all of their stores.