Case Study: Brooks Brothers on the Cutting Edge
Brooks Brothers has been on the cutting edge since 1818
The New Channel
Brooks Brothers certainly did not need a Web site. But customers asked for it; competitors were on the Web; and it represents an additional way for customers to shop.
The site’s images load quickly, the offers clear, ordering easy. Friedman pointed out that unlike the start-up dot-coms, Brooks Brothers did not have to spend millions building an online brand; it had the luxury of 168 years of excellence.
- Companies:
- Barneys New York
- Brooks Brothers
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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