How do you breathe new life into a clothing brand that predates Hermès and Louis Vuitton, or redefine a company’s identity when it is almost inextricably tied to an outdated idea of masculinity? And how on earth do you turn around the fortunes of a company that declared bankruptcy in 2020 after cycling through a series of unsuccessful owners?Brooks Brothers closed its doors in 2020 due to declining sales because of COVID-19.
, and SPARC Group, a shopping mall operator. Ohashi, a fashion industry veteran who was then president of international and global retail at Authentic Brands, was appointed chief executive. We are seeing a return to brands that are cleaned up, that are polished. So, it’s the right time for us.He has big goals for the company, including elevating the retail experience and investing in staff training. “Buying a suit is an investment, and you want to feel taken care of,” he says.
The brand is also investing in overseas markets, returning to Australia via a wholesale relationship with David Jones and through its own e-commerce channel. Outside of the United States, China and Japan are significant markets. The current trend towards “quiet luxury” plays well for Brooks Brothers, too. Catalysed by television series likeand seen on the runways of Miu Miu, Stella McCartney, Thom Browne and more, the time is right for clothing that is elegant, understated and considered – such as tailored suits and shirts, without logos or embellishments.Elegant, understated and considered – such as tailored suits and shirts without logos.