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• This is the first time Rack has updated its logo in over a decade.
• The new brand identity also includes new brand colors.
• It rolled out across digital platforms and mobile formats and will also launch across in-person store signage and online.
• The brand will likely:
  • Continue ramping up digital spend
    • As you can tell by the video above, Rack has already launched work featuring its rebranded logo and font.
• Target demographic: 
  • Gen-Z and millennials with a female skew

​​​​​​​Recent leadership shifts:

• ​​​​​​​​​​​​​​This rebrand comes not long after Rack selected Marie Langhout-Franklin as its marketing VP in January 2023.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Rack hasn't utilized national TV since allocating around $15.6m in 2022.
  • Last year: It had allocated a mere fraction of this, around $2m, in 2021.
  • 2022 ad programming: Rack's 2022 commercials targeted Gen-X watching shows such as Gunsmoke, The First 48, NCIS, Diners, Drive-Ins and Dives, and Two and a Half Men.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, the brand has spent approximately $2.1m on digital ads, 50% more than the approximately $1.4m spent by this point last year.
  • YTD data: So far this year, Rack has racked up ~214.8m digital impressions, 44% via YouTube ads, 34% via Facebook ads, and 23% via Instagram ads.
  • Last year: The brand spent roughly $8m on this channel last year, 34% less than the roughly $12.1m spent in 2021.
• Additional channel insights  
  • The Rack brand utilizes local broadcast, digital, OOH (though barely), Google Ads, Facebook, Instagram, and online video (primarily via Youtube.com) ads.
  • It holds planning conversations in Q3 and buying conversations in Q2.
  • Rack sponsors podcasts such as The School of Greatness, CNN 5 Things, Last Podcast On The Left, Conan O'Brien Needs A Friend, and 2 Bears, 1 Cave with Tom Segura & Bert Kreischer.

Additional agency insights: