Case Study: Brooks Brothers on the Cutting Edge
The Internet now generates 25 percent of direct orders. While most catalogers find the Web to be an excellent venue for an expanded product line, just 10 percent of the Brooks Brothers’ direct merchandise is exclusive to the Internet.
A Personal Note
In adulthood, I never went back to Brooks Brothers. When I was starting out in New York in the 1960s, I guess I felt the store was expensive and intimidating. However, after interviewing Friedman and prowling the two Manhattan stores, I did some holiday shopping at the Chestnut Street store in Philadelphia and the merchandise was good, the prices right and the woman who took care of me was low-key, civilized and enormously helpful. These are good folks. After a half-century absence, I’m back.
- 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.
