Brooks Brothers Content Analysis
Brooks Brothers is the oldest men’s clothier chain in the United States. Founded in 1818 as a family business, the privately owned company is now owned by Retail Brand Alliance, also features clothing for women, and is headquartered on Madison Avenue in New York City.
A brief analysis of their four main social properties:
With just over 152K likes—from men and women alike—they have a large audience to speak to. They post, on average, between two to three times a day, and regardless of the content, they get great engagement.
They have almost 24K followers and have tweeted about 6,400 times. This is my favorite property. It seems like they answer everyone who reaches out to them (good or bad) but the coolest thing they do is create unique content. When you go to their page on the left side is a legend containing the following hashtags - #SC (Style Commandments), #BBI (Brooks Bothers Insiders), #WOD (Word of Day), and #BT (Brooks Trivia). Each day they use these hashtags to promote content and create engagement. For example today’s #WOD is Bluchers: Shoes where the tongue and vamp are cut in one piece and quarters lap over the vamp and lace together. You can follow them @BrooksBrothers.
YouTube
438 subscribers and over 1.5M views. Their channel is all internally created content and features spot commercials, behind the scenes outtakes, and photo shoots. This property doesn’t have a ton of engagement but is branded very well and offers an inside look at the clothes you wear.
Blog
Labeled “of Rogues & Gentlemen – style advice, tips, and essentials for the modern man.” This blog incorporates an elegant old school look with new school technology. Ever wanted to know when is it appropriate to start wearing your Seersucker Suit? Find out.
I really enjoy the way Brooks Brothers have positioned their social properties. They offer a product that speaks to an upscale audience while using the voice of an everyday person. BB has found a communication balance between enthusiasts and passives (that they hope to convert to enthusiastic advocates), a lesson we can all learn from.
