knittieguy
Distinguished Member
- Joined
- Jul 7, 2005
- Messages
- 1,593
- Reaction score
- 530
I suspect this is akin to rearranging deck chairs and such, but I once loved BB so I'll root for them to succeed.
STYLE. COMMUNITY. GREAT CLOTHING.
Bored of counting likes on social networks? At Styleforum, you’ll find rousing discussions that go beyond strings of emojis.
Click Here to join Styleforum's thousands of style enthusiasts today!
Styleforum is supported in part by commission earning affiliate links sitewide. Please support us by using them. You may learn more here.
Brooks Brothers is about as far from Gap as you can imagine, even in whatever form it is today. It's truly one of the greatest American companies. Whether they can revive it in a way that would be satisfactory to fans, I don't know. But it's tied in my mind with Ralph Lauren in terms of legacy.
TMIWho on earth shops when they're sober? What an appalling drag...
Do you mean for underwear? Calvin Klein, of course - Tom Ford for fun days.
Ask someone who is not really that into men’s clothing or doesn’t really pay that much attention as we do and the word they associate with BB is stuffy. Ask them the same about Polo they’ll say stylish.
Of course, RL benefits from a still living founder and brand visionary as opposed to BB, but it sounds like BB needs to first start with it’s image and branding if it wants to stay relevant.
If BB never had to restructure/file for protection then their image would never be called into question. But this is the internet - a place where people can act without consequence and accountability - and so everyone feels the need to explain what is really the "issue" with BB without any merit, knowledge, or facts.
I just wish they would excel at fewer things instead of being average at many - and keep it that way.
if everything M&S implemented continued to succeed then there would be no issue......right? What exactly is the criticism of a company which is trying to grow/scale and make progress towards reaching new heights? I know there are many dumb Americans out there who want BB to have a workshop of elves making shirts on Madison Ave because that's more righteous - but still won't shop there.Not sure that's true. People have been critical of Brooks Brothers since it was owned by Marks & Spencer, and I think for good reasons. Marks & Spencer was largely responsible for much of the large build-outs. There were also some top-level executive decisions that suggest they didn't really know what to do with the company and didn't understand its traditions. It's easy to point to how they put the lining in the collar, but that was just indicative of broader issues. Profit margins increased; the value started to shrink. They started to build out more stores. They did institute a testing program for garments, which was valuable. But they also made Brooks Brothers into a more mass market brand.
if everything M&S implemented continued to succeed then there would be no issue......right? What exactly is the criticism of a company which is trying to grow/scale and make progress towards reaching new heights? I know there are many dumb Americans out there who want BB to have a workshop of elves making shirts on Madison Ave because that's more righteous - but still won't shop there.
And when people get mad because a person/company turns a profit then they they must post their paystubs to show that they work for free =)
I’d be curious to know where previously loyal BB fans now shop and why - although I’m careful what I wish for ?Well, clearly, the strategy didn't succeed because it ended in a large network of retail stores that ended up dragging the company down.
But aside from that, the network made Brooks no longer Brooks for fans. You can just take a look through their current inventory to see what I mean. Even if the strategy turned out to be a financial success, it would have been a loss for people who care about what Brooks used to stand for.
I don't think they should chase image branding. That's what they've been trying to do for the last ten years and with little success -- the chasing of various trends, designers, and this vague appeal to be cool. I think they should greatly scale back and just become a luxury brand. Underpinning their problems is a mass network of stores, which narrows the choices for what they're able to do. If you cut out most of those stores and jack up prices, you can then become some kind of American version of luxury. Alternatively, you can keep those stores and move forward with more build-outs and mass marketization. But I don't think this is an image problem. You can't make Brooks Brothers into a cool brand in a way that would be meaningful today. Such strategies just end up looking corny (like their forays into designer clothing).