Team Bloomington

2

Agenda

• Background• Business Situation• Target• Creative Development• Media Plan• Execution• Conclusion

3

Background

4

Brooks Brothers

• 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

"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

5

Through the Years

• 1969 – New store expansion - New York, Chicago, Boston, San Francisco, Pittsburgh, Los Angeles, Atlanta, and Washington, DC.

1818 1850 1896 1930 1969 2001 2007 2009

• 1930 – Seersucker was made available for the first time in America and introduced by Brooks Brothers in frock coats

• 1896 – Invented the button down collar polo shirt

• 1850 – Introduced Golden Fleece symbol and the first ready-to-wear suits in America

• 1818 - First store opening, nearly two centuries ago

• 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

• 2001 – Digital tailoring – first and exclusive to Brooks Brothers

• 2009 – Introduced first stores in Mexico and Canada

6

A Timeless FollowingPresidents

Abraham Lincoln, Theodore Roosevelt, John F. Kennedy, Bill Clinton

Prominent Citizens Rockefellers, J.P. Morgan, Aviator Charles

Lindbergh

Celebrities Cary Grant, Fred Astaire, Clark Gable, Katherine Hepburn,

Designers Todd Oldham & Mark Jacobs, Matthew Broderick, Sir Paul McCartney

Featured on TelevisionMad Men and Steven Colbert

7

Advertising Themes

• It pays to buy at Brooks Brothers, the investment you can trust (revitalized 1942 campaign)

• Black and white, classic American style, elegant

• Heritage – Before there was Chicago, there was Brooks Brothers

• Generations, “belonging”, “loving”

• Partnership with Designer Thom Browne – Forward Thinking Vision

Carryover Themes:

Timelessness, Classic, Black & White, Longevity

8

Business

Situation

9

Business Challenges

Very high brand loyalty however we struggle to reach new usersStruggling in the current economy and discounting heavily.Midlevel suit stores offering huge sales. “Buy one get 2 free”

10

Where do we fit in the competitive

landscape?Luxury Price

Affordable Price

Classic Style Trendy, High Fashion Style

11

Target

12

Current Target: Corporate Clout

• Demographics– Age 45-55– Est. Income $100,000 - $125,000– 70% College Degree, 67% Married

• Psychographics– Workaholics– Fine Dining– Travel

13

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

14

IndroducingJim• 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

15

Creative Development

16

• Convincing career builders that Brooks Brothers is the standard for professional dress.

Challenge

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.

17

• To drive purchase of Brooks Brothers suits among career builders

Objective

Positioning• The suit that makes you feel like the elite, confident

businessman that you are.

“BOARDROOM BAD-ASS”

18

• Brooks Brothers is the gold standard for professional dress

Promise

Reasons to Believe• Heritage of implicit endorsement by people that

matter: Presidents, Celebrities, Influentials• Reputation proves ‘always appropriate’

Brand Character• Self-Assured

19

Creative Process

•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

We understand the feeling of:

20

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?

21

• 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.”

Creative Insight:

22

“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”

CreativeReflections

23

Creative

24

Creative

25

Media Plan

Media

Print Web

Billboards Direct mail & email

Viral

27

Print

Lifestyle Business

28

Web Billboards

Financial District, South Manhattan

The Loop, Chicago

Washington DC

29

Direct mailBrooks Brothers mailing list

Corporate Promotion

Mirror Message installations in subways, bus stops, Chicago’s El’,

Mirror stickers in public bathrooms, health clubs

“Brooks Brothers only” locker sections at local health clubs

ViralMirror donated by a

Brooks Man

30

ExecutionsDon’t Bother, You’re a

Brooks Man

31

Executions

32

Funnel

Awareness

Interest

Desire

Action

Print and Web

Billboards

Viral

Direct mail and email

Target Consumer

33

Media Plan Flowchart

34

Print Plan Detail

35

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

36

Questions?

37

Appendix A-Relevant Benefits

Brooks Brothers

Jos A Bank Armani

EmotionalBenefits

I am ‘in my zone’ wherever I am I feel comfortable I feel above it all

Self-ExpressiveBenefits I am successful I’m getting great value I am at the cutting edge of fashion

38

Appendix B-Media CostMagazine Viewership Rate Insertions Cost Cost/View

Median HHI % Men Age 18-34

GQ 6,360,000 72,625 10 726,250 0.11 75,103 77% 49%Men's Health 12,162,000 169,115 9 1,522,035 0.13 84,208 85% 42%Esquire 3,314,000 65,054 10 650,540 0.20 66,847 72% 32%Business Week 4,687,000 60,880 17 1,034,960 0.22 88,418 66% ?Time 19,500,000 178,530 17 3,035,010 0.16 74,604 51% ?Forbes 5,515,000 93,901 6 563,406 0.10 98,155 72% 31%Fast Company 750,000 51,570 7 360,990 0.48 173,089 62% ?Fortune 3,786,000 82,900 8 663,200 0.18 137,000 79% ?

Total Magazine 8,556,391

Web Views/month Rate/thousand Cost Cost/Viewcnnmoney.com 9,056,000 127 115,011 0.01

monster.com (est.) 6,000,000 127 76,200 0.01ladders.com (est.) 1,500,000 127 19,050 0.01bloomberg (est.) 8,000,000 127 101,600 0.01WSJ 34,700,000 127 440,690 0.01

yahoo/hotjobs (est.) 4,000,000 127 50,800 0.01

Total Web 803,351

Billboard 12 20,000 240,000

Viral 150,000

Direct Mail 50,000

Total Media 9,799,742

39

Appendix C-Magazine Readership

http://www.marketingcharts.com/