Brooks Brothers, the oldest clothing retailer in the US, is planning to unveil a new athleisure line that will be a product mix of other casual items and a mascot – Henry the Sheep.
The move is being seen as an effort on the part of the fashion retailer to relaunch itself after exiting from Chapter 11 bankruptcy last year.
More on this, Ken Ohashi, CEO, Brooks Brothers, said that the move was overdue. Much before the pandemic menace, there was a shift in consumer behaviour from formalwear to casualwear, and the ‘new normal’ world only affirmed that casualwear was in vogue.
Ken, who joined Brooks Brothers earlier this year, however, said that in reality the retailer had lost lot of market share on casualwear business to its competitors especially in last few years.
The retailer will be adding more relaxed shirts, suits, bottoms, with knits and sweaters too. That’s besides the new athleisure line for men and women, including hoodies and sweatpants.
Notably, Brooks Brothers will still use its Golden Fleece logo, but also added its modernised mascot to represent the new vibe.
Though a good strategic initiative, the biggest challenge for the retailer will be to revamp its image after so many years. It will also require great design and extensive marketing on the part of the retailer to make it a great success.
Founded in 1818, Brooks Brothers makes clothes for men, women and children, besides producing home furnishings.