Case Study | Brooks Brothers - When Expansion Outpaces Identity

Brooks Brothers is America’s oldest apparel brand — a name once synonymous with elegance, professionalism, and East Coast heritage. But after years of rapid expansion, licensing, and outlet retailing, the brand slowly lost the very identity that made it iconic.

In this episode of When Growth Goes Too Far, we explore how Brooks Brothers went from dressing presidents and executives to filing for bankruptcy in 2020. From ownership changes to evolving consumer preferences, this case study highlights the risks of prioritizing scale over soul.

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