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Brooks Brothers is devoting the biggest part of its spring-summer marketing budget ever — 50 percent — to one of its strongest suits: Supima cotton clothing.
The retailer this week has been mailing 400,000 Brooks Brothers Supima Cotton Collection 32-page catalogues, installing Supima cotton displays in the windows and interiors of roughly 100 stores nationwide, and offering 25 percent off a single purchase from the Brooks Brothers Supima Collection of an item costing $100 or more, through March 25.
This story first appeared in the March 12, 2010 issue of WWD. Subscribe Today.
Supima cotton fabric is used in apparel that has been producing about 40 percent of Brooks Bros.’ revenue annually, said Lou Amendola, executive vice president of merchandising. The staple cotton is in 70 percent of Brooks Bros.’ spring-summer clothing and 50 percent of the retailer’s clothing overall. Later this month, the campaign will feature a landing page at brooksbrothers.com, highlighting Supima merchandise and a behind-the-scenes video from the catalogue shoot.
The spring campaign marks the just the second time fiber company Supima has teamed with a retailer to market its brand of cotton in stores as well as in the media, said Jesse Curlee, Supima’s president and chief executive officer. The first was a continuing project with Bloomingdale’s, begun in December, to spotlight the cotton in 18 stores around the country.