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A brand’s aging manifests itself through an evolution of its image, which tends to position it as catering to an increasingly older customer base, or as offering products considered outdated in terms of fashion or technology. This phenomenon is generally linked to the aging of the brand’s customer base when it fails to attract new consumers. Several examples exist of brands that were perceived, at some point, as aging: Phildar, associated with knitting enthusiasts; Solex and DS, outdated by technological and design advancements before becoming trendy again for some; Royco, a pioneer of freeze-dried soup before consumers gradually switched to boxed soups; Le Petit Marseillais, long symbolized by its traditional soap before diversifying its product range; and France Loisirs, whose customer base is continually aging. Some brands continue their aging process, others fade away over time, while some manage to rejuvenate their image.

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