FM328-75A Final PresentationGroup 4 - Heather Tazza, Jose Gomez, Ashley Perry, Erica Southern, Morgan Zitay

“The Future of Omni Retailing Through the Eyes of the Millennial Consumer”

● Founded in 1818, Brooks Brothers is one of America's oldest retailers, specializing in men's suits and outerwear. (Abe Lincoln was wearing a Brooks Brothers suit and overcoat when he was assassinated.)

● Today, the company also sells women's and children's apparel.

● Brooks Brothers operates about 210 upscale retail stores and outlets nationwide.

● Through partnerships, the longtime clothier boasts 100-plus stores in about 15 countries, including Chile, China, Italy, and Japan, among others.

● Brooks Brothers is privately owned by Retail Brand Alliance (RBA) and led by its colorful CEO the Italian billionaire Claudio Del Vecchio.

Business Landscape

Current Target Customer

● Sophisticated, stylish, and professional Men and Women

● Tend to be more conservative and focused on the business lifestyle

● Appreciates culture, American history, and strong values

● Have established careers and lives

● High income, highly educated● Tends to focus more on Men

Future Target Customer

● Customer has the same high regard to style and quality but wants something fresh and redefined

● Incorporation of classic sophisticated pieces and current trend items

● Incorporate more transitional pieces - a day in the office to a night on the town

● Focus more on appealing to women

● Red Fleece: Focus on younger customer - techy savvy college students and graduates getting their start with professional careers

Current Competition

Future Competition

Merchandising Strategy● Brooks Brothers will create an atmosphere that will seem inviting to both their male and female clientele.

● Taking an approach from J. Crew - items will remain preppy and business appropriate but have pops of color, flair, pattern, embellishments, and trendier pieces.

● Adopt Burberry’s personalization with monograms and custom products for men and women alike.● Children’s merchandise will allow parents to dress their offspring as mini mes. ● Grow this into a family brand so that customers will remain loyal for generations.● Bring back the tradition of dressing the President and America’s version of the Royal Family. ● Become the face of the 2016 Presidential Election/Inauguration.

Merchandising Strategy● Children’s Merchandise: Brooks Brothers & Sisters

Merchandising Strategy● Women’s Merchandise

Merchandising Strategy● Men’s Merchandise

Looking to the Future: 2018200 Years of Brooks Brothers

● BB will celebrate 200 years of being an American Icon with a party at their Flagship with red carpet, live performances, and fireworks

● Celebrities, fashion bloggers, socialites, and fashion household names will be in attendance

● Guests will post pictures of the party on their social media accounts under #200yearsofBB

Marketing Strategy● A rebranding strategy has began at BB with the appointing of Zac Posen as Creative Director to “modernize” its

women apparel

○ “As soon as we met, it was clear to us that he had a true understanding of our brand and its storied 196-year heritage as well as the creativity to modernize our offerings within the category,” -Brooks Brothers CEO Claudio Del Vecchio

● As the Brand begins to redefine the tone in which they speak to their consumer, it will capitalize from Zac Posen’s celebrity, and should pursue other celebrity endorsements to facilitate rebranding efforts.

● In order to generate press, BB should begin participating in NY Fashion Week (e.g. J.Crew, Jenna Lyons Model)

● BB, with the representation of Zac posen, should pursue Collaborations with Project Runway to increase awareness of rebranding

● A focus on quality of content and presentation (e.g. lifestyle editorial) to capitalize on the brands heritage by investing in E Commerce

● An increase in advertising in Fashion forward publications.

Marketing Strategy

Marketing StrategyIn store

AdvertisingPublic Relations

Digital

Brick Mortar Strategy: From Gentlemen's Club to Country Club

● BB will create an atmosphere that will cater to all categories they offer and unite the family in a fun and memorable shopping experience.

● First starting with our windows that will include a mixture of Women, Men and Children mannequins to draw customers in from off the street.

● First floor area will include the must-have items for the season for men, women and, children.

Family Area● Virtual Golf System - men can teach their sons the perfect golf swing● BB Cafe - after shopping the family can enjoy a nice lunch● Customize your family suits (Family enter their designs in-store)

Children● Customize their own shirts and socks to pair with their outfits.

Women● Customize their own suits● Upload their looks on companies social platforms

Brick & Mortar Strategy ● BB is focused on expanding its network of retail and factory stores and currently operates more

than 300 stores in 25- plus countries. Therefore, BB will continue to focus on brick and mortar international expansion as their strategy- entering new markets

Example

June 2014-

BB opened its second store in Australia as part of its ongoing brick and mortar international expansion

● New Markets- Focus on Australia, and New Zealand, then continue to explore/research other international markets where see potential

● Look for more possible Joint Ventures

Brick & Mortar Strategy● Targeting the Youth- Millennials awareness of

brand/expansion through College

● BB has already started to reach out with their men’s line to colleges-both Ivy League and not- and selling BB branded college apparel: BB will continue on with this and also now include branded college apparel for women as well

● Already found at many schools, BB will continue to expand to other colleges- and add women’s

E Commerce Strategy● BB will aggressively pursue a redesign of their Website to create a more consumer friendly experience with

merchandising that speaks back to it’s shoppers and prospects

○ e.g. BB recently decided to sort items on the product page based on customer reviews. “The result was a 9% lift in conversions directly attributable to that change," said Ken Seiff, Exec VP of OmniChannel

● BB will begin to incorporate SM analytics as a way of measuring product response and as a factor in merchandising for Ecommerce

● BB Will continue to invest in software to improve Conversion Rate Optimization (CRO) as the company aims to maximize on online traffic

● BB will add an SM Shop where followers can shop all product featured on SM platforms

E Commerce Strategy● BB will add custom section for women on website● Custom made suits and shirts feature where customers can pick their sizing, color, fabric, trim, etc. to their liking, was

only available for men customers- will now be available for women● Will also offer a section for custom monogramming

E Commerce Strategy● incorporate more diversity in models ● show all clothing worn on models with 360deg view● add more of a selection of merchandise ● update blog more frequently, and connect more with social media● create more videos/ embed youtube videos on website ● customize emails to users - birthday, Father’s day, Mother’s day

promotions

Social Media Strategy - top two social media sites

● Post more frequently on all social networks● Incorporate real people and customers in

posts● Use more creative and friendly hashtags ● Post more videos to Youtube● Get more celebrities/social media

superstars to repost or talk about BB● Incorporate more in-store only

advertisements on social networks and online store to draw customers from online into store.

Social Media Strategy - focus on Instagram# of Posts from Jan - End of May

Social Media Strategy

#1 most engaged post #2 most engaged post #3 most engaged post

Social Media Strategy● BB has already focused on the quality of imagery and content but now will begin to think about how to expand on the

scale (following) on their social media platforms● At first- most engaged post (Instagram) was from influencer/collaboration designer @KJP; Therefore, BB will post

more about these collaborations- Zac Posen for Women, to engage more followers/awareness and expand consumer market from these already established influencers/designers/bloggers etc.

● Strategy* To continue on with Brand Awareness- which leads consumers to their site/ into stores,- goal is CRO (conversion rate optimization)

Mobile Strategy

Brooks Brothers iCatalog FREE 4+ ipadCatalogs Lifestyle

● BB has already optimized their m-commerce website, but now will create an App for mobile devices- just like their iCatalog App for the iPad.

● View beautiful catalog imagery, purchase products, share favorite products with friends and family through social media networks, see video and additional product views and can access exclusive content developed specifically for mobile(app)

● Now you can do all of this right from your smartphone!

SWOT Analysis

Strengths:

❏ Showcase outfits with accessories in store.

❏ Golf simulator/ Billiards table in store.

❏ Excellent customer service in store.

❏ Establishes a lifestyle brand on social media.

❏ Strong brand history

Weaknesses:

❏ Lack of detail for shoes and accessories online.

❏ Lack of online/in store fluidity.

❏ No online customization for women.

❏ Infrequent posts on social networks.

❏ Lack of Brand Awareness for Women & Children.

❏ Lack of diversity of models online.

Perceptual Cost

● The changes that we want to implement can affect our image of being known as one of the brands that caters specifically to Men.

● There is a risk that by placing more attention to the Women and Childrens Department.A. Take away from the attention needed in our Men’s DepartmentB. Placing this attention in the Women’s and Children's Department and it doesn’t so well

● The risk of expanding to foreign markets such as Australia and New Zealand could fail or do well.

● There is also a risk of creating trendier styles as well as pairing up with fashion forward designers such as Zac Posen may not translate well to our current or even new customers.

Works Cited➔ http://www.clickz.com/clickz/column/2186524/brooks-brothers-plays-cool-social-marketing➔ http://fueled.com/blog/is-brooks-brothers-too-classy-for-social-media/➔ http://simplymeasured.com/blog/2014/06/20/old-brands-new-world-brooks-brothers-on-

instagram/