Marketing Positioning Paper

Brooks Brothers is almost 200-year-old American clothing brand. It was open with a mission statement “To make and deal only in merchandise of the finest body, to sell it at a fair profit, and to deal with people who seek and appreciate such merchandise”. I think the store on Broadway could bring us back in time and fill with the spirit of history. A lot of wood, stairs, books and pictures on the walls, muted imposing music, well dressed and groomed sales associates, couches, colorful furniture, everything neatly folded and hung. The store is polished and not overcrowded. After dominating dark wood colors the next most recent seen ones would be navy blue, red and white. Made me feel like I’m in the closed British men’s club, only for selected ones; or at the golf club, somewhere in the wealthy county. Noticeable accent is on collars. They are often different colors and 90% of the times are popped, as we read in the article “aimed to the sky”. Prices are at the moderate level for basics and at the bridge level for suits and more solid items. The majority of this store is men’s closing. The area where store located (Flatiron) is pretty sophisticated itself - Broadway between Park Ave South and 5th. Younger professionals with good income, or students with family heritage. Feels like a lot of younger generation from the Upper East Side would settle in this area. Lots of higher end stores and restaurants around. They need somewhere to dress… The showcases flash bright sportswear with Golden/Black Fleece labels. I would say the competition of this store would be Tommy Hilfiger and Ralph Lauren SoHo locations by stylistics and merchandise type, as well as price points and ideology. But I didn’t see any similar stores in Flatiron. I tried to compare the Flatiron store to the Midtown Madison Ave location… But it’s completely different experience. Madison Ave flagship reminds a department store, that offers men’s, women’s and children’s clothing, with separated section

Bibliography: Wikipedia, brooksbrothers.com/heritage, NY Times Critical shopper, WWD.