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1) Thread: Why Brooks Brothers, one of the most iconic American Brands of all time, filed for chapter 11 bankruptcy today.
First I would like to iterate my perspective as a current employee, so you understand my attachment to the brand and first hand perspective of why this has happened. I first began working for Brooks Brothers 10 years ago as a seasonal employee.
I then started as a part-time sales associate while in college and moved up to a full time store supervisor by the time I graduated. I still work part-time on weekends for the extra money and sweet discount, even though I am currently furloughed due to COVID-19.
I love the brand and have been around long enough to see it change dramatically. I have seen the brand evolve from one of the most influential, respected American brands of all times into the cringey, woke capital, unapologetic pandering joke of a company it is today.
Now for a history lesson: What makes BB so iconic within American culture?Founded in 1818, BB has outfitted 40/45 U.S. presidents.The only 5 excluded are the first 3 (as the brand did not exist yet),Carter (because he’s a lib) and Reagan (because he had his own Hollywood tailors)
The fact that BB did not constantly market this was beyond me until I started realizing who was in charge. BB outfitted soldiers in every American war since the Civil war. They still have an exclusive contract making Navy uniforms today.
BB has outfitted countless celebrities and made dynamic changes to how men (and women) have dressed for 2 centuries. They even provided shelter to pedestrians in their 5th Avenue store during the 9/11 attacks. Style is ever evolving, and for a while, BB was great at adapting.
Now to the downfall: BB ended it’s 170 year reign as an American owned brand when it was acquired by British firm Marks & Spencer in 1988.They then sold Brooks Brothers to and entity known the “Retail Brand Alliance (RBA)” who then changed their name to The Brooks Brothers Group.
The owner of The now BB Group is Claudio Del Vecchio, Italian billionaire and son to the founder of Luxottica. During his reign in charge and the changes in Men’s business fashion, the company began to degrade into a gay, apologetic, “modern” brand that led it where it is today.
BB failed its base customers. White, upper-middle class, college educated men. They spent millions of dollars trying to revamp their women’s lines only to fail over and over again. (Pictured: Brooks Brothers riot of 2000)
They even enlisted gayboy Zack Posen to design (hideous) women’s clothing lines, hoping his popularity would bring in younger generations of women. That failed, miserably. They also began to enforce woke policies on their employees.
For example, one day I walked into the store and saw a long tube package carrying a poster on my managers desk (a boomer white lady who would confide in me about these “progressive” changes and also the reason I’ve been working at BB so long).
She told me to open it. Out comes this rainbow poster (couldn’t find the actual image) with the same fleece logo pictured below with a rainbow ribbon, and rainbow hooves. And “diversity and inclusion” under it. Thought I had a pic but Included this pic because it’s still gay.
Henry S. Brooks is rolling in his fucking grave. The worst part was, corporate was MAKING every store put it up so customers could visibly see it. My manager refused to do so. Remind me of this @stone_toss comic except for clothes:
They also had posters featuring the most tranny and black-albino models to look”inclusive”.Most recently, the company released a statement on Juneteenth apologizing if it “benefited in any way from this oppression” and they “support the morals and objectives of the BLM movement”
Who gives a shit? Your core customers of White and Asian men sure as shit don’t. No one buying a $2000 suit from BB is out protesting... because they have WORK... and don’t care anyway. Lastly, the Asian influence over BB has also helped to bring its downfall.
Despite very successful launches and popularity in SE Asia, they still pandered to the culture there, and thought that this could translate to the US. The below picture is the new “logo” for BB replacing the iconic Golden Fleece.
Things in China “sell better with mascots” is the logic here... this logo is set to release this fall. I took a picture next to it just to exhibit the sheer scale of this abomination that will be placed in stores across the country. (Sorry for bad quality)
My point is this: Brooks Brothers failed because it did not capitalize on this one sentiment: Being Unapologetically American.
They bent over and sucked the toes of groups who couldn’t afford the product and would never consider buying from them anyway. All of this could have been avoided. They invested in tech over people. They took no advice from the employees on the ground actually selling the product
Most of all, they failed to uphold their classic traditions and history, refused to market it for the “mistakes” of the past, and instead marketed like they were your average, leftist, apologetic, “woke” brand.
If Brooks Brothers would have acted Unapologetically American as they have every right to be, they would have survived the complicated times we are in now. That I promise you.
Lastly, it’s not JUST the woke pandering that angers me about this situation.
It’s the complete lack of business sense this makes to not even try to connect with your core audience! As a brand, it doesn’t matter who it is!
I do not expect myself to return.
It’s the complete lack of business sense this makes to not even try to connect with your core audience! As a brand, it doesn’t matter who it is!
I do not expect myself to return.
