Brooks Brothers Modernizes Heritage with 'Make It Yours' Campaign

Brooks Brothers, an institution of American fashion since 1818, is navigating one of the most significant strategic pivots in its two-century history. Under the leadership of Marisa Thalberg, Chief Customer and Marketing Officer at Catalyst Brands, the retailer is launching the "Make It Yours" campaign. This initiative is designed to dismantle the perception of Brooks Brothers as a rigid, prescriptive clothier and reposition it as a platform for individual expression. By focusing on versatility and personalization, the brand is attempting to solve the "heritage dilemma"—maintaining the loyalty of traditionalists who value the brand's history while capturing the attention of younger consumers who prioritize authenticity and styling flexibility.

The appointment of Marisa Thalberg to oversee marketing for the Catalyst Brands portfolio, which includes Brooks Brothers, signaled a shift toward a more culturally resonant marketing approach. Thalberg, known for her transformative work at Taco Bell and Lowe’s, brings a track record of "culturalizing" brands that have historically been viewed through a purely functional lens. In the context of Brooks Brothers, this means moving away from the imagery of the mid-century "power suit" and toward a more fluid interpretation of classic style. The "Make It Yours" campaign emphasizes that while the brand provides the high-quality canvas, the customer provides the creative direction. This shift is critical as the "quiet luxury" and "new prep" trends continue to dominate the fashion landscape, driven by a demographic that values investment pieces over fast fashion.

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Under the leadership of Marisa Thalberg, Chief Customer and Marketing Officer at Catalyst Brands, the retailer is launching the "Make It Yours" campaign.

From a market perspective, this refresh is the culmination of a multi-year restructuring process following the brand's 2020 bankruptcy and subsequent acquisition by SPARC Group (a joint venture between Authentic Brands Group and Simon Property Group). Catalyst Brands serves as the operating engine for these efforts, focusing on streamlining the supply chain while aggressively modernizing the front-end customer experience. The challenge for Brooks Brothers lies in the competitive landscape; rivals like Ralph Lauren and J.Crew have successfully navigated similar refreshes by leaning into lifestyle storytelling. Brooks Brothers is now playing catch-up, utilizing its unique status as the originator of many American style staples—such as the button-down collar—to claim a position of ultimate authority in the space.