When you’ve been around longer than any other U.S. clothing retailer, you run the risk of falling out of fashion with your customers. After its acquisition by Retail Brand Alliance, Brooks Brothers needed to reassert its preeminence in product quality and customer relationships. The company turned to its archives for design and product inspiration, as well as raw material that it could transform into stories and business results. The “Generations of Style” book, first published in 2003 and updated in 2019, continues to bring Brooks loyalists back to the brand and instill pride in new and old employees alike.
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