Full Breakdown
Brooks Brothers Launches 'Make It Yours' Campaign to Engage Modern Consumers
3/6/2026, 3:32:39 AM
Campaign Overview and Objectives
On March 4, 2026, Brooks Brothers launched its "Make It Yours" campaign, aiming to refresh its image and appeal to a younger, lifestyle-driven audience. This initiative is part of a broader strategy by Catalyst Brands, which has owned Brooks Brothers for over a year, to leverage the brand’s rich heritage while engaging style-conscious consumers. The campaign features a diverse cast, including actor Leslie Bibb, fashion entrepreneur Nick Wooster, comedian Alex Edelman, fashion influencer TyLynn Nguyen, model Nick Arrington, and advocate Bethann Hardison. Each cast member selected their own looks from the Spring collection without any direction from the brand, emphasizing individuality and personal expression.
Creative Direction and Styling
Creative Director Michael Bastian highlighted the campaign's unique approach, stating, “Everyone approached it differently, but that’s the point—there’s a freedom and confidence in making it your own.” The campaign showcases classic pieces such as tailored suits and oxford shirts styled in contemporary ways, reflecting a modern interpretation of Brooks Brothers' heritage. For instance, Wooster paired sharp blazers with shorts, while Bibb wore a navy pinstripe suit with loafers, demonstrating how traditional garments can be adapted to fit personal styles.
Business Context and Growth
The "Make It Yours" campaign arrives during a period of sustained growth for Brooks Brothers' women's business, which has seen five consecutive years of gains. This growth signals an opportunity to expand the brand's reach among affluent women, who currently represent about 30% of its customer base but show high purchase intent. The campaign aims to attract a broader audience that values both heritage and individuality, aligning with contemporary trends in fashion.
Official Statements and Insights
Marisa Thalberg, Chief Customer and Marketing Officer at Catalyst Brands, emphasized the importance of honoring the brand's legacy while appealing to a younger demographic. She noted, “We realized you could easily get caught in the trap of thinking the traditionalism appeals to an older customer, and we want to make it younger.” The campaign is described as a “storytelling transformation” rather than a complete overhaul, aiming to broaden perceptions of who Brooks Brothers can be for.
Criticism and Market Challenges
While the campaign has been well-received, some critics question whether the emphasis on self-directed styling will translate into increased sales. The challenge remains for Brooks Brothers to balance its rich history with the need to resonate with modern consumers who prioritize individuality. The effectiveness of the campaign in driving product sales will be closely monitored, as it represents a significant shift in the brand's marketing strategy.
Verbatim Quotes
- “Everyone approached it differently, but that’s the point—there’s a freedom and confidence in making it your own.” — Michael Bastian, Creative Director
- “The styles that endure are the ones you can make your own.” — Nick Wooster, Fashion Entrepreneur
- “Make It Yours” — Marisa Thalberg, Chief Customer and Marketing Officer
In conclusion, Brooks Brothers' "Make It Yours" campaign represents a strategic effort to connect with a new generation of consumers while honoring its storied past. By allowing talent to express their personal styles, the brand aims to redefine its identity in a competitive market.
