It is Christmas time. Everybody gets excited to buy new clothes either as a gift for their love ones or for themselves. The biggest problem for a buyer is not what to buy because they know what they want. The conflicting ideas start when one cannot decide where to get the best worth for their money. To ease the strain, people resort to friends and ask their opinion. It can either be where to buy a tie, a suit, children’s clothes or kitchen utensils. All of these mentioned products are available at Brooks Brothers. You can either be in Canada, New York or even in United Kingdom. It does not matter because they have been in the business since 1818 and have dressed up great men like President Abraham Lincoln to great Hollywood stars like Greta Garbo, Clark Gable and Katherine Hepburn. They do not belong to the old school as the young people say so. They have provided the wardrobe for Ben Affleck in the movie Pearl Harbor. Along the years, they have gained the trust of their customers. But like other department stores, they are trying to strengthen another segment of the clothes industry.
Brooks Brothers commissioned YouTube to work on a video campaign geared towards the young generation. The purpose of the marketing campaign is to increase customer leads and maintain existing customers under the age bracket from 18-35 years old. Brook Brothers also wants to repackage their image by focusing new strategic marketing scheme by expanding product designs made of materials for ease and comfort. These new designs will be presented on a newly created special edition of the catalogue for buyers, with ages from 18 to 35 years old.
You Tube was chosen because Brooks Brothers believe that customers are already tired of advertising. They have been heavily bombarded by all sorts of marketing tactics. Brooks Brothers decided to make it easy for customers to decide. Thus, YouTube, with its millions of viewers is the answer to this strategy. Being the founder of the largest retail chain of store, F. W. Woolworth stated, “I’m the world’s worst salesman. Therefore, I must make it easy to buy” (Silverman 36). Basing on this principle, a lot of young people buy because it is what their friends like and suggest. Sharing of ideas either in music, clothing and even choice of food is predominant in this generation. With the ubiquitous use of the mobile phones, latest designs viewed on YouTube can easily be suggested, reviewed and shared among friends and peers by the word of mouth. Brooks Brothers showed on YouTube 9,745 viewers as of July 25, 2013 on their video Brooks Brothers-Clothing from the film Great Gatsby. With the new campaign, they are very positive to raise the bar to a million viewers and gain increase in new customers as well as revenues.
Goldman, Jeremy. “Going Social: Excite Customers, Generate Buzz, and Energize Your Brand
With the Power of Social Media. American Management Association. New York, 2013. Web. 30 November 2014.
Lotz, Amanda. “The Television Will Be Revolutionized”. New York University Press. New York, 2007. Web. 30 November 2014.
Silverman, George. “Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth”. 2nd Ed. American Management Association. New York, 2011. Web. 30 November 2014.
Rose, David. ‘7 Steps for Designing Effective Corporate Video Marketing Campaigns’. MagneticVideo.com, Inc. Accessed 30 November 2014. http://www.magnetvideo.com/