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Kennedyesque Clothing for a Canadian Clientele

To Scott Moore, Sales Manager at Brooks Brothers on Alberni, “the JFK American look is actually what’s in fashion right now.”

Brooks Brothers has been dressing American presidents from Abraham Lincoln, Woodrow Wilson, Theodore Roosevelt, to Barack Obama, Moore said. The fine-cut preppy look has Chief Executive appeal.

“We’re the oldest North American retailer, so our fashion has pretty much stayed the English look. We’re not a Prada or Hugo Boss," he said, at the store that opened in Vancouver some six months ago.

Brooks Brothers decided to launch its first Canadian store in Vancouver after noticing that “other high-end resellers were doing pretty well and that there was no real middle ground. There was either the lower-end or the higher-end establishments. We’re trying to leverage ourselves between them.” They are a 50-50 split between men’s and women’s apparel.

“Some of our prices are a little bit higher but we’re not as aggressive as Holt’s, but we leverage ourselves in the middle and the quality is just the same as the higher-end apparel.” 

Being in the downtown core, there will be frequent visits by the Asian tourists. When asked how they could cater to smaller fitting patrons, Moore responds with confidence that their petite lines, slim fits and ‘made to measure’ suits and shirts would cover the market for smaller sizes like toddlers as young as 3 years old and petite men sized 36 short. Brooks Brothers is also a predominant brand name in Asia: Japan, Taiwan, China, Singapore and Malaysia.

In April 2010, Calgary’s store will be established as well as Toronto at the Royal Bank Plaza on Bay Street. Currently for the Vancouver store, they have a 20% off discount until December 24, 2009 found at the back of their catalogue book which you can receive at 1026 Alberni Street, Vancouver B.C. V6E 1A3 604.678.2260.

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