Company History Company Overview Consumer Profiles Sustainable Concept Process Photographs of the product InStore signage Direct Mail Item Digital Marketing Web Page
HISTORY
Brooks Brothers, originally called H. & D.H. Brooks & Co., was founded by Henry Sands Brooks on April 7, 1818 in New York City. Mr. Brooks appointed all of his sons, who were all retailers, to assist in running the business. After Henry Brooks passed away, the company was taken over by Henry, Jr until 1850. From then on the other brothers took over and renamed the company Brooks Brothers. In 1849, Brooks Brothers was the first to embark on the ready-made suits. By 1850, they decided to adopt “The GOLDEN FLEECE” as the company’s trademark. Brooks Brothers made history when they gave President Abraham Lincoln a coat that had the slogan “ONE COUNTRY, ONE DESTINY.” embroidered in the lining. The Original button-down polo shirt was discovered by John E. Brooks and adopted by Brooks brothers, which is still known today as a Brooks Brothers classic and the most imitated piece in fashion history. In addition, they were also the 1st to offer to America madras, a colorful Indian fabric, and the reverse repp tie, known in the UK for having stripes from left to right, and the Shetland sweater, which is known to be worn by college-aged women. By 1909, Brooks Brothers opened it’s first store outside of New York in Newport, RI. The company decided in 1915 to move its location to 346 Madison Ave., which is currently their flagship location. Finally, in 1949 Brooks Brothers introduced a buttoned down shirt just for women that was featured in Vogue. Almost thirty years later, the company launches BrooksGate, an entry-level line for younger customers. The 1st international location was opened in Aoyama, Tokyo in 1979. In 1998, the company expands by launching its website brooksbrothers.com Currently, Brooks Brothers is in 197th in business and is still popular amongst presidents, college-bound students, and a variety of loyal customers who appreciate this iconic brand.
OVERVIEW
Stores:
250 retail and factory stores in US 250 locations internationally E-Commerce & Catalog
Competitors:
ANN INC. , Dillard’s, J.Crew, Macy’s, Nordstrom, Ralph Lauren, Dunhill
Social Purpose:
Brooks Brothers partners up with local, national and international non-profit organizations related to health issues as well as education and the arts.
sustainable concept In efforts to create a more sustainable company, Brooks Brothers has decided to release a line of ties made from recycled fabrics. During past and present production of all our lines a lot of fabric is lost to maximize the potential of those textiles and to minimize the environmental impact of material waste created by the fashion industry we will relocate those textiles and mix and match them to create a new line of eco-friendly ties.
CONSUMER PROFILES
RUFUS Age: 47 Occupation: Entrepreneur & Dad Income: $300,000 Location: San Fransisco, California Achiever & Thinker Earth Conscious Shopping: Brooks Brothers, Nordstrom, Patagonia, Nautica, A.Testoni Interests: Spending time with wife and kids, Weekends in the country house, wine tasting
BRANDON Age: 27 Occupation: Investment Banker Income: $120,000 Location: Brooklyn, New York Achiever & Experiencer Earth Conscious Shopping: Brooks Brothers, Ralph Lauren, Massimo Dutti, Adidas, Timberland Interests: Reading, Volunteering, Listening to music, Watching movies, Playing Soccer
the making of the tie
product
ad
instore signage
TO BE PLACED IN ALL PARTICIPATING BROOKS BROTHERS STORES TO PROMOTE ‘THE ECO TIE’ AND THEIR SUSTAINABILITY MOVEMENT.
direct mail item
digital marketing WEBSITE
KASHIKA AGARWAL MONICA FRONTANES TRANISE SHARPE FASM 400-01 PROF. LEVY WINTER 2016