Ohashi took over leadership of Brooks Brothers shortly after the retailer filed for bankruptcy in 2020.
At the time, the brand was narrowly focused on suits and shirts, making it difficult to appeal to the growing trend of casual but professional apparel, he said. Brooks Brothers also had too many physical stores that require high costs to operate.
The goal was to revamp the brand using its history, but making it more modern.
“I don’t think the brand really had a vibe,” Ohashi said. “We didn’t really understand why people are coming to Brooks Brothers and what is the feeling and vibe that we want customers to feel?”
A campaign earlier this year celebrating the 125th anniversary of Brooks Brothers’ button-down shirt hoped to turn around that perception. The campaign showed how Brooks Brothers pioneered white, button-down shirts that have now become a staple of both menswear and womenswear.
“Prior to Brooks, the collar and shirt were two separate pieces—Brooks attached it,” Ohashi said.
Making outdoor a lifestyle
Similar to the revamp of Brooks Brothers, Ohashi is also looking to switch up what Eddie Bauer is known for. Up until this year, the brand has squarely focused on outdoor and technical apparel but wanted to be a broader lifestyle brand.
The goal of marketing was to show “the art of the possible” as opposed to a completely new brand, Thalberg added. The brand’s holiday campaign this year positions Eddie Bauer as outdoorsy as opposed to solely appealing to outdoor enthusiasts.
“For every person that was going to climb Mount Everest, there’s a guy or woman who wants something comfortable, great, and easy to walk the dog,” Thalberg said.
Still, the goal is to not isolate Eddie Bauer’s loyal fans.
“We really try to not fire out existing customers in the process of trying to go flirt with some new ones,” Thalberg said. “It’s not easy to do — you have to be really thoughtful.”
