Team Bloomington
Agenda
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Background
Business Situation
Target
Creative Development
Media Plan
Execution
Conclusion
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Background
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Brooks Brothers
"To make and deal only in merchandise of the finest quality, to sell it at
a fair profit and to deal with people who seek and appreciate such
merchandise." – founder Henry Sands Brooks
• 191 Years of History
• At his second inauguration, President Abraham
Lincoln wore a specially crafted Brooks
Brothers coat
• Specializing in men’s suits and outerwear,
women’s and boys apparel
• Brooks Brothers operates 180 upscale retail
stores and outlet locations in the US and 15
countries including Chile, China, Japan, and
Italy.
• Subsidiary of Retail Brand Alliance
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Through the Years
1818
1850
1896
1930
1969
2001
2007 2009
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1818 - First store opening, nearly two centuries ago
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1850 – Introduced Golden Fleece symbol and the first ready-to-wear suits in America
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1896 – Invented the button down collar polo shirt
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1930 – Seersucker was made available for the first time in America and introduced by Brooks
Brothers in frock coats
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1969 – New store expansion - New York, Chicago, Boston, San Francisco, Pittsburgh, Los
Angeles, Atlanta, and Washington, DC.
•
2001 – Digital tailoring – first and exclusive to Brooks Brothers
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2007 – “Black Fleece” line introduced - a fashion-forward take on Brooks Brothers' classic
styling and emphasizes high-quality materials and the strictest attention to detail
•
2009 – Introduced first stores in Mexico and Canada
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A Timeless Following
Presidents
Abraham Lincoln, Theodore Roosevelt,
John F. Kennedy, Bill Clinton
Featured on Television
Mad Men and Steven Colbert
Prominent Citizens
Rockefellers, J.P. Morgan, Aviator Charles
Lindbergh
Celebrities
Cary Grant, Fred Astaire, Clark Gable, Katherine Hepburn,
Designers Todd Oldham & Mark Jacobs, Matthew
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Broderick, Sir Paul McCartney
Advertising Themes
•
Black and white, classic American
style, elegant
•
Heritage – Before there was Chicago,
there was Brooks Brothers
•
Generations, “belonging”, “loving”
•
It pays to buy at Brooks Brothers, the
investment you can trust (revitalized
1942 campaign)
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Partnership with Designer Thom
Browne – Forward Thinking Vision
Carryover Themes:
Timelessness, Classic,
Black & White, Longevity
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Business
Situation
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Business Challenges
Very high brand loyalty however
we struggle to reach new users
Struggling in the current
economy and discounting heavily.
Midlevel suit stores offering huge
sales. “Buy one get 2 free”
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Where do we fit in the competitive
landscape?
Luxury Price
Trendy, High Fashion Style
Classic Style
Affordable Price
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Target
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Current Target: Corporate Clout
• Demographics
– Age 45-55
– Est. Income $100,000 - $125,000
– 70% College Degree, 67% Married
• Psychographics
– Workaholics
– Fine Dining
– Travel
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New Target : Career Builders
• Who are Career Builders?
– 26-35
– Est. Income $50,000 - $75,000
– 94% Not Married
• Who are Career Builders?
– Enjoy Taking Risks
– Willing to Spend Money on Luxuries
– Enjoy Sports and Environmental Organizations
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Indroducing
Jim
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•
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Recently promoted to manager
Wants his co-workers to take him seriously
With new income he can reach some aspirational brands
Shops at Jos A Banks
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Creative
Development
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Challenge
• Convincing career builders that Brooks Brothers is
the standard for professional dress.
Insight
• Career builders are looking
for clothing that conveys
power and confidence and
makes them feel the part.
• People entering new
situations in their life are
hypersensitive to self
image.
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Objective
• To drive purchase of Brooks Brothers suits among
career builders
Positioning
• The suit that makes you feel like the elite, confident
businessman that you are.
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Promise
• Brooks Brothers is the gold standard for
professional dress
Reasons to Believe
• Heritage of implicit endorsement by people that
matter: Presidents, Celebrities, Influentials
• Reputation proves ‘always appropriate’
Brand Character
• Self-Assured
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Creative Process
We understand the feeling of:
•The first day of school
•Getting ready for an interview
•First day on a new job
You don’t need
•To wonder if you look the part
•To be concerned with your clothing
You need
•To feel confident in what you wear
•To send the right messages
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Creative Insight
•What separates people who know they look good
from people who question the way they look?
•What behaviors show that people are not confident
in the way they look?
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Creative Insight:
• People with confidence don’t need to check to
make sure they look good
• They KNOW they look good
• What they wear REFLECTS CONFIDENCE
Transformation
• When you put on a Brooks Brothers suit you
become confident in your appearance and a
“Boardroom Bad-ass.”
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Creative
Reflections
“Making Mirrors Unnecessary Since 1818”
• Leverages the Key Consumer Insight to our advantage
• Displays the Brooks Brothers preemptive expertise
throughout history
“While other men may constantly second-guess their clothing
choices, a Brooks Man has unwavering confidence in how he
looks”
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Creative
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Creative
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Media Plan
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Media
Print
Viral
Web
Billboards
Direct mail & email
Print
Lifestyle
Business
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Web
Billboards
Financial District,
South Manhattan
The Loop, Chicago
Washington DC
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Direct mail
Brooks Brothers mailing list
Corporate Promotion
Viral
“Brooks Brothers only” locker sections at local health clubs
Mirror Message installations in subways, bus stops, Chicago’s El’,
Mirror stickers in public bathrooms, health clubs
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Executions
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Executions
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Funnel
Awareness
Target
Consumer
Print and Web
Interest
Billboards
Viral
Direct mail and email
Desire
Action
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Media Plan Flowchart
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Print Plan Detail
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Conclusion
•Target Rationale: Younger, Affluent Men
ensures brand vitality…for another 200 years
•Promise: Confidence for men in
Transitional Lifestages
•Media Focus: Large urban epicenters to
engage, spur WOM and gain frequency
among those most likely to be influenced
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Questions?
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Appendix A-Relevant Benefits
Brooks
Brothers
Jos A Bank
Armani
Emotional
Benefits
I am ‘in my zone’
wherever I am
I feel comfortable
I feel above it all
Self-Expressive
Benefits
I am successful
I’m getting great value
I am at the cutting edge of fashion
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Appendix B-Media Cost
Magazine
GQ
Men's Health
Esquire
Business Week
Time
Forbes
Fast Company
Fortune
Median
Viewership Rate
Insertions Cost
Cost/View HHI
% Men
Age 18-34
6,360,000
72,625
10
726,250
0.11
75,103
77%
49%
12,162,000
169,115
9
1,522,035
0.13
84,208
85%
42%
3,314,000
65,054
10
650,540
0.20
66,847
72%
32%
4,687,000
60,880
17
1,034,960
0.22
88,418
66%
?
19,500,000
178,530
17
3,035,010
0.16
74,604
51%
?
5,515,000
93,901
6
563,406
0.10
98,155
72%
31%
750,000
51,570
7
360,990
0.48
173,089
62%
?
3,786,000
82,900
8
663,200
0.18
137,000
79%
?
Total Magazine
Web
cnnmoney.com
monster.com
(est.)
ladders.com
(est.)
bloomberg (est.)
WSJ
yahoo/hotjobs
(est.)
8,556,391
Views/mont Rate/thousan
h
d
9,056,000
127
6,000,000
127
76,200
0.01
1,500,000
8,000,000
34,700,000
127
127
127
19,050
101,600
440,690
0.01
0.01
0.01
4,000,000
127
50,800
0.01
Total Web
Billboard
Viral
Direct Mail
Total Media
Cost
Cost/View
115,011
0.01
803,351
12 20,000
240,000
150,000
50,000
9,799,742
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Appendix C-Magazine Readership
http://www.marketingcharts.com/
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