A Philosophy of Dress: Rebuilding Trust in the Brooks Brothers Brand (A)


Founded by Henry Sands Brooks in 1818, Brooks Brothers’ business was built on relationships maintained over generations with employees, suppliers, and customers. Once the most admired retailer in the country, Brooks Brothers lost its corporate identity and consequently, broke the trust of one of America’s most loyal base of customers. During the 1980s and 1990s, three companies took ownership of the nation’s oldest, and for much of its history, most profitable men’s retailer. In 2001, Brooks Brothers was sold to Retail Brand Alliance for $225 million. RBA CEO Claudio Del Vecchio was determined to save Brooks Brothers. Mr. Del Vecchio tailored a turnaround plan stitched with a communication strategy for Brooks Brothers’ stakeholders.

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