Sender: Brooks Brothers
Sent on: August 29, 2013
Subject Line: A Look Inside Our Suit Jacket
Why it’s a standout email:
As the country’s oldest clothing retailer, Brooks Brothers prides itself on traditions and values they have upheld for nearly two centuries. Their slogan “A company with history of value” mentions the two primary pillars behind the brand: History (Brooks Brothers was founded in 1818 and was the first ready-to-wear fashion emporium in America) and Value (the brand has become “an institution that has shaped the American style of dress through fashion innovation, fine quality, personal service, and exceptional value in our products”).
Brooks Brothers is an American icon with such a unique story to tell, that history itself offers a treasure trove of interesting content for their marketers to use in order to strengthen brand awareness and engage subscribers. This email promoting suits is a perfect example. They could have shown pictures of suits, but so could their competitors. So instead they showed what goes in to making a Brooks Brothers suit, which has been renowned for exceptional quality “for more than 150 years”. There’s no competing with that, and it’s also interesting because it offers subscribers a behind-the-scenes look at the making of an iconic product.
A clever email that leverages Brooks Brothers’ unique point of difference as a brand with such a rich history and commitment to excellence.