With a history that dates back nearly two centuries, it’s no surprise that Brooks Brothers has a place in customers’ personal narratives.
The brand is telling those tales in its fall 2015 ad campaign, “My Brooks Brothers Story,” which features six actors and one screenwriter sharing personal moments that involved the retailer.
“We often speak about how so many people have a strong, sentimental attachment to Brooks Brothers. It’s something that really differentiates us as a brand,” said Claudio Del Vecchio, president and chief executive officer of Brooks Brothers. “We are the go-to for so many life occasions and everyone has a ‘Brooks Brothers Story.’”
In the campaign, which will roll out nationally and internationally on Sept. 18, actors Christina Hendricks, Geoffrey Arend, Tony Goldwyn, Matt McGorry, Joshua Sasse, Yara Shahidi and screenwriter Graham Moore narrate life events that involved Brooks Brothers.
Goldwyn, who plays the president of the U.S. in the ABC hit series “Scandal,” recalls wearing Brooks Brothers to meet the real POTUS at the White House Correspondents’ Dinner, and Arend, an actor who’s married to Hendricks, tells the story about wearing a custom Brooks Brothers glen plaid suit on his wedding day. The full stories will appear on brooksbrothers.com/stories.
According to Del Vecchio, the campaign, which will run across multiple mediums — Web, store windows, billboards, print publications, buses, trains and Taxi TV — is a departure from the brand’s previous campaigns that have been more lifestyle oriented and shot on location with a model. “I would say [this campaign] is perhaps the most dynamic and maybe the most unexpected,” Del Vecchio told WWD, who added that it was shot by Italian photographer Carlo Miari Fulcis.
Brooks Brothers has also partnered with Vanity Fair Studio, an offspring of the magazine, that will create a virtual content and social media platform that lets customers share their own Brooks Brothers stories digitally.
The brand, which will celebrate the 100th anniversary of its flagship store on Sept. 29, has had an eventful year. It recently revealed it will drop the Thom Browne-designed Black Fleece line after the fall 2015 season and this week it debuted its first women’s collection designed by Zac Posen, which was well-received by press.
“I was very happy to see the positive reaction to the spring 2016 collection,” Del Vecchio said. “We have a healthy women’s business today, but we have always said there was room for growth. Zac is helping to push the collection in a new direction while keeping true to our brand DNA and what modern women are looking for.”