Iconic American menswear retailer Brooks Brothers opened its first Toronto store on Wednesday.
The 22,000 ft. store opened in the Royal Bank Plaza, the heart of the city's financial district.
While mall traffic attracts casual customers, Brooks Brothers chairman and CEO Claudio Del Vecchio said Brooks Brother customers often work in the financial industry and want easy access to upper-end suits and work wear.
Del Vecchio said the brand has traditionally occupied space in financial sectors, dating back to its first store in Manhattan, which was just north of the city's financial district in 1818.
Once established in Canada, Brooks Brothers will seek out additional retail space in malls and other shopping destinations, he said. For now, financial districts and downtown stores in urban centres are its priority.
Brooks Brothers opened a store in Vancouver in May and plans to open in Calgary's CrossIron Mills mall in Calgary in mid-2010.
Del Vecchio said the company chose Vancouver for its first store to take advantage of the 2010 Olympics.
To open new stores, Brooks Brothers typically purchases newspaper ads announcing the opening, and sends out invitations to its database of online customers and local media.
Rather than developing large ad campaigns, Del Vecchio said the company strives to deliver an in-store experience that creates word-of-mouth.
"The people who come in the door and buy suits today, if they are happy, they'll bring in 10 more shoppers," he said.
Article link: http://www.marketingmag.ca/english/n...7_170706_12840
Well I hope this all works out for BB. I'll have to visit the shoes sometime this week.