Case Study: Brooks Brothers on the Cutting Edge

Brooks Brothers’ New Face

When Mark Friedman, a CPA and Hanover Direct alumnus, arrived to take charge of Brooks Brothers’ catalog and direct mail, as well as www.brooksbrothers.com, there was talk that the printed catalog would be phased out and replaced with the Internet. “I don’t think so,” Friedman said to his boss and proceeded to reshape the catalog in ways that many might consider radical. Most obvious: promotional covers with calls to action.