×
71 766
Fashion Jobs
MACY'S
Asset Protection Detective, Menlo Park - Full Time
Permanent · Edison
MACY'S
Manager, Merchandise Execution
Permanent · East Wenatchee
JCPENNEY CAREERS 2018
Product Manager - Customer Service Application & Associate Fulfillment Tools
Permanent · Plano
ROSS STORES
IT Manager i (Supply Chain)
Permanent · Shafter
ROSS STORES
IT Manager i (Supply Chain)
Permanent · Brookshire
ROSS STORES
Purchasing Supervisor
Permanent · Dublin
ROSS STORES
Store Protection Specialist
Permanent · Holmes
ROSS STORES
Store Protection Specialist
Permanent · Medford
ROSS STORES
District Manager
Permanent · Bakersfield
ULTA BEAUTY, INC.
Retail Operations Manager
Permanent · San Leandro
UNIQLO
Human Resources Coordinator - Emeryville, ca
Permanent · Emeryville
UNIQLO
Loss Prevention Supervisor- Westfield Valley Fair Mall
Permanent · Santa Clara
UNIQLO
Loss Prevention Agent (Full-Time) - Santa Monica Place
Permanent · Santa Monica
UNIQLO
Soho- Loss Prevention Agent
Permanent · New York
UNIQLO
Loss Prevention Agent (Full-Time) - Willowbrook Mall
Permanent · Wayne
UNIQLO
Visual Merchandising Manager- Great Mall, Milpitas ca
Permanent · Milpitas
UNIQLO
Loss Prevention Agent (Full-Time) - The Bloc
Permanent · Los Angeles
UNIQLO
Loss Prevention Manager
Permanent · New York
UNIQLO
Loss Prevention Agent (Full-Time) - Atlantic Terminal
Permanent · New York
UNIQLO
Loss Prevention Supervisor
Permanent · New York
UNIQLO
Loss Prevention Supervisor- Bay Street
Permanent · Emeryville
UNIQLO
Uniqlo Loss Prevention Agent- Chestnut Street
Permanent · Philadelphia
Translated by
Nicola Mira
Published
Dec 16, 2020
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

New executive team drives relaunch of Brooks Brothers

Translated by
Nicola Mira
Published
Dec 16, 2020

Just three months after being acquired by new owners, Brooks Brothers is off to a fresh start under the aegis of Ken Ohashi and Michael Bastian. The former is the venerable US apparel label's new president, while the latter is its newly appointed creative director, following the departure of designer Zac Posen, who had been in charge of style since 2014.


Brooks Brothers’s long-established New York store in Madison Avenue has not reopened - brooksbrothers.com


Things have progressed rapidly at Brooks Brothers in recent months. The label has for some time been negatively affected by waning consumer interest in formal wear, and its profitability and financial situation worsened in the last few years. The situation was exacerbated by the Covid-19 crisis and, in July, Brooks Brothers was forced to file for Chapter 11 bankruptcy protection under US receivership law.
 
Less than two months later, the label was bought by Sparc, a joint-venture company set up by two major US corporations - apparel giant Authentic Brands Group (ABG) and real estate company Simon Property Group, which specialises in shopping malls - for $325 million. A bargain basement price for the two-hundred-year-old label, world-renowned for outfitting a number of US presidents, which in 2019 generated a revenue of $991 million.

Ohashi is a key figure within ABG. He spent 14 years at Aeropostale, one of the group's leading brands, where he rose to the post of senior vice-president international. After ABG bought Aeropostale in 2016, Ohashi assumed increasingly senior roles within the US group, which specialises in licensed brands, and in the last two years he oversaw ABG's international business.
 
To revive Brooks Brothers, Ohashi has called on New York designer Michael Bastian, who is well-versed in the codes of preppy-style, quintessentially American sportswear. Bastian was notably in charge of design at Swedish label Gant between 2010 and 2014. Before joining Brooks Brothers, Bastian, who was the former head of menswear at New York’s Bergdorf Goodman department store, and launched his own men’s ready-to-wear label in 2006, collaborated with British label Ted Baker.
 
He is now tasked with the delicate mission of modernising the Brooks Brothers wardrobe, featuring gold-buttoned navy blazers, classic button-down shirts (a style invented by the label in 1896), polos, madras shirts and club ties, with the objective of appealing to a younger clientèle.
 
Brooks Brothers’s new management has told the US press that the scope of the label's relaunch is extensive, encompassing multiple strategies, such as focusing on sportswear and e-commerce, streamlining the product range into a single line, expanding the womenswear range, developing a junior line and introducing creative collaborations.
 
In parallel, Brooks Brothers wants to concentrate on its most profitable monobrand stores, without neglecting the wholesale channel, until now virtually untapped. Taking into account the restrictions imposed as a result of the pandemic, the label currently has 165 stores active in the USA, and 436 abroad. Before the start of the crisis, Brooks Brothers closed down its three US-based production sites, and is now sourcing from suppliers in Italy, Egypt and Asia.

Copyright © 2022 FashionNetwork.com All rights reserved.