Brooks Brothers, A Classic American Brand with Classic Friends

Brooks Brothers labels itself an “American Classic” brand. Walk into a Brooks Brothers store, and you'll see classically tailored suits, as well as polo and button-down shirts in any color and pattern. These days, you'll also see Brooks Brothers apparel alongside other classic American brands: Levi Strauss, Hartmann, Peal & Co. and Red Wing Shoes. Brooks Brothers has also partnered with the hit TV show Mad Men in the past.

The St. Andrews Links, another globally known brand, has recently teamed up with Brooks Brothers by naming the American brand the official clothier of the home of golf. Brooks Brothers is now selling St. Andrews' logo apparel, and the brand's flagship store even has golf simulator that allows customers to take a break from shopping and play three of St. Andrews' famous courses.

Brand partnerships are not unique in the fashion industry. Similarly preppy J. Crew takes the idea to the extreme with what it calls “J. Crew In Good Company.” At J. Crew, you can purchase the retailer's own apparel and further accessorize yourself with Adidas or Nike shoes, Barbour jackets, and Timex watches. Interestingly, J. Crew also carries Red Wing Shoes and Levi Strauss jeans. So if Brooks Brothers isn't special for carrying its own line of Levi's, then what's the appeal?

At the end of the day, Brooks Brothers wants to cover all of its customers' clothing needs. But it doesn't want to risk its upscale, preppy image by selling its own branded jeans, so it brings in the brand name synonymous with jeans to help out. There also has to be a compelling profit opportunity. A pair of Levi's 514 for Brooks Brothers jeans will run you $148 vs. an MSRP of $54 for a similar pair at Macy's. At the end of the day, it's a win for Brooks Brothers and its partners. Brooks Brothers takes a larger share of its customers' overall spend, and its partners expand their reach to customers they may not have reached otherwise.