Carmen Chiu, a key figure at Maxim’s, shared her perspective on legacy brands in an interview with Inside Retail Asia , highlighting that successful heritage companies know precisely which elements to preserve even as they evolve.
Chiu explained that legacy brands often maintain signature products, customer experiences, or brand values that have built trust over decades. Rather than chasing every trend, these businesses carefully evaluate what appeals to their loyal base while cautiously introducing modern touches.
The ability to identify what not to change, she noted, requires deep understanding of both brand heritage and shifting consumer expectations. This strategy has helped Maxim’s remain relevant across generations without losing its identity.