Brooks Brothers Launches Supima Promotions
March 22, 2010 For nearly 20 years, Brooks Brothers has relied on Supima as the fiber of choice for many of its most iconic garments. In recognition of this enduring partnership, the month of March marks the launch of a significant Brooks Brothers, in-store initiative to promote the wide range of merchandise made with Supima’s fine premium cotton.
When Brooks Brothers was founded in 1818, it adopted the maxim, “To make and deal only in merchandise of the best quality.” Now nearly two centuries later, that motto is still the cornerstone of the Brooks Brothers philosophy. Creating men’s, women’s and boy’s collections using Supima cotton was a logical extension of this axiom.
According to Claudio Del Vecchio, Chairman and CEO of Brooks Brothers, “Brooks Brothers has a long, rich history of quality craftsmanship using only the finest materials. Supima allows us to create product that is not only extraordinarily luxurious but that is also strong and long wearing – something our customers have come to expect of our merchandise.”
Jesse W. Curlee, President of Supima, stated, “It’s a natural partnership. It takes a great deal of effort to make a quality raw material and we need people who are quality conscious and want to make quality apparel with it. Brooks Brothers has the reputation that we would like to be associated with; they rightfully take pride in making outstanding products.”
Supima’s story begins in the early 20th century, when the U.S. Department of Agriculture, working in Arizona, bred the first varieties of cotton to have the best qualities of Sea Island cotton and Egyptian cotton. They successfully created the extra-long staple fiber that they named “Pima” in honor of the Pima Indians who supported the USDA breeding program. Today Supima is harvested only in California and the Southwestern United States and only a small percentage of the world’s cottons are known as Pima cotton and qualify to be labeled as Supima.
Highlights from Brooks Brothers’ Supima Cotton collection include comfortable knits, denims, and chinos as well as wear-to-work shirts that combine Supima’s fine premium cotton with Brooks Brothers’ renowned non-iron treatment.
Brooks Brothers has also created an extensive marketing program to further highlight its longstanding relationship with Supima.
- In-store visuals – genuine branches from Supima cotton bushes and other themed creative to enhance the customer experience.
- Supima Catalog & Offer – a 36-page catalog dedicated to Brooks Brothers’ Spring 2010 Supima merchandise mailed to customers with an in-home delivery of March 3rd. The catalog also contains an offer, which entitles customers to $25. off a purchase of $100. or more of Supima merchandise (valid through March 25th).
- Landing page on Brooksbrothers.com – a special section dedicated the new Supima merchandise and a behind-the-scenes video from the Supima catalog shoot in California.
- E-mail alerts – Customers will receive detailed email alerts about Supima and the new Brooks Brothers Supima merchandise.
- Billing inserts – Brooks Brothers credit card customers will receive an insert in March billing statements highlighting Supima cotton and key product categories as well as the $25 off $100 offer.
Visit www.BrooksBrothers.com/Supima for collection details.
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