Brooks Brothers CMO Ken Ohashsi On How a 200-Year-Old Brand Pivoted to Athleisure Wear During the Pandemic
In today’s episode of The Speed of Culture, Matt Britton talks to Ken Ohashi, CEO of Brooks Brothers, about bringing a brand’s DNA into focus. Ken is a marketing expert with years of experience in the retail industry with brands like Aéropostale and the Authentic Brands Group. Having acquired the iconic suit brand Brooks Brothers prior to the pandemic, Ken found himself navigating a new, potential post-office wear world during the Covid-19 pandemic and what that means for a brand synonymous with formal wear.
Digital media allows you to say, “where is their interest” versus “where is the customer not responding”, and then how do you dig deeper?”
—Ken Ohashi, CEO of Brooks Brothers
Ken’s task involved switching the focus of a legacy brand while keeping the identity that made Brooks Brothers so well renowned in the first place. Switching to athleisure opened up a whole world of exploring what the brand means to its customer base and how that translates to an entirely new demographic.
Key Highlights
Adapting to a new environment. Ken talks about how the move away from the office due to the pandemic forced Brooks Brothers to refocus and why moving into the athleisure space was a way to diversify the brand while remaining true to its core identity.
Collaboration is key. Ken talks about how collaborations with influencers and FILA gave them a better understanding of how to market and deliver a new product line in an ever-shifting environment—especially when entering a new space.
Beyond brick and mortar. Ken looks at how shorter campaigns that go beyond what’s in-store are imperative to the longevity of a brand. Using microshoots and campaigns that engage consumers on the internet and in social media spaces, the brand has managed to find a balance between appealing to their existing customer base while pulling in a newer audience.
Finding space. The fashion industry is in a state of constant motion, with little time to slow down and take some personal time. Ken discusses how consistency in taking time in the morning gives him more space in his day to focus on how to deliver and innovate.
