As the oldest men’s clothier in the United States, Brooks Brothers is a name synonymous with traditional, all-American aesthetic. Since the brand’s creation in 1818, their tailored suits and silk neckties have graced the country’s most notable socialites and politicians, being worn by 39 of the 44 presidents sworn into office. Over the years, Brooks Brothers has been credited with innovating the menswear industry through contributions such as the seersucker summer suit, the utilization of Harris Tweed, and the “wash-and-wear” shirt, which was made from a blend of Dacron, polyester, and cotton. Today, the preppy retailer services a consumer base not only dominated by men but also women and children, and their garments continue to possess the same synthesis of tradition and inventiveness as they once did. Staying true to its roots, the Brooks Brothers flagship store is located on Madison Avenue in Manhattan, close to where the brand was founded over 197 years ago. Here, customers can immerse themselves in Brooks Brothers merchandise which spans multiple floors and projects the label’s classic motifs. In order to gain a better understanding of the company as a whole, it is necessary to delve deeper into the brand’s marketing strategy.

As a label that prides itself on creating high quality apparel that caters to a traditional, American lifestyle, Brooks Brothers targets a wide age range of consumers with one fundamental commonality: the desire to dress in a way that encompasses class and prestige. For many years, their demographic focused only on the wealthy male professional, typically between the ages of 25-50, as most of their revenue was generated through the sales of their tailored suits. Now, however, their brand has grown to also envelop the upper-class female, shopping for either herself or her children, as well as the preppy college student, who yearns for an Ivy-league look. As a high end retailer servicing such a large age range of clientele, Brooks Brothers relies on a mixture of print and social media advertising. Their ad campaigns portray their clothing as possessing quality present in classic American garments, back when things were “made better,” and also attests to their textiles being composed of comfortable yet luxurious fibers. Many of their print ads are set in black and white and include the phrase “generations of style,” to give the promotion a time-honored image that speaks to the everlasting style and dependability of their garments. Numerous Brooks Brothers’ summer advertisements shed light on the use of Supima cotton as being soft, durable, and color-rich; “the difference you can feel.” A noteworthy aspect of the label’s advertising is the incorporation of American manufacturing to build brand image. Garments that are produced in the United States are typically advertised as such, which is ironic, because Brooks Brothers imports much of its apparel from locations such as China. In terms of content, ads geared towards the older male consumer focus a lot on professional life, overviewing the importance of a well-tailored suit in the workplace. Women and children were pinpointed through more family-oriented campaigns, while the college-aged student was pictured in more active, collegiate settings. Overall, each advertisement released by Brooks Brothers was reflective of the preppy, patriotic lifestyle that cornerstones the brand.

Brooks Brothers is and will always be the epitome of a classic, American clothier.