Brooks'S Innovative Business Casual Wear

< p > men wearing "Brooks brothers" brand clothes are the symbol of American pop culture. But the man who runs the brand of Brooks brothers is a Italy businessman named Claudio Dale Vecchio.

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< p > 2001, Dale Vecchi Ao bought this 191 year old "a href=" http://www.91se91.com/news/index_c.asp "clothing chain store < /a >.

At the end of August this year, a "Brooks brothers" store opened in Toronto. This is the second store opened in Canada after the brand opened in Vancouver this year, and it is also one of the world's approximately 330 chain stores.

DELL Vic is one of the family members behind the Luxottica glasses group. But his behavior does not show that he is a heir with a golden key and European ancestry.

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< p > Q: in today's era of casual wear, will the "Brooks brothers" look strange and inconsistent with the times? < /p >

< p > Claudio Del Vecchio (hereinafter referred to as DV): people may think that it is not necessary to make excuses for not buying clothes in the Brooks brothers shop. Claudio Dale Vecchi may think so.

But usually we hear the opposite voice.

What we have been hearing is that we are at the top of fashion and at the top of innovation.

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< p > Q: but don't you want to bring Brooks brothers back to its origin -- suit and formal dress? < /p >

< p > DV: we want to ensure that the characteristics of "Brooks brothers" are revealed, but we are also proud of the fact that we have created the "a href=" http://www.91se91.com/news/index_f.asp "business casual dress" /a.

These garments include casual suits, button button shirts and cotton trousers.

Contrary to many beliefs, we are happy to accept leisure, because in this respect we can do as strong as in suits.

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< p > Q: did you have any difficulties before buying this chain store in 2001? < /p >

< p > DV: lack of understanding of their current situation.

In the heart of the former manager (British retailer Marsha), the Brooks brothers are the suits. When the world moves towards leisure, they become scared and start looking for other customers, not the customers they already have.

In the process, they lose what they do have.

No one is happy because they have never gained new customers and have lost their regular customers.

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< p > Q: have you not tried to win more young people to buy your products? < /p >

< p > DV: they bought it.

We get new customers every day.

Every customer we get is a young customer.

We have a good youth outfit series.

Of course, we are important for those who work. If you are a college student, there are more choices in the modern era, but we are still one of the many choices.

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< p > Q: is the financial crisis destroying your terminal market? < /p >

< p > DV: it has an impact on everyone, including us.

We may be a little better than others, but they have also been affected.

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< p > Q: why can you handle better? < /p >

< p > DV: because the customers we have are probably those that are not easily affected by the economy.

In addition, we are aware of the real value we provide.

We believe that brand is a result of what we do, rather than what it determines what we do - like most brands.

It begins with ourselves.

Nowadays people are shopping for goods with potential value added, which they found in "Brooks brothers".

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< p > Q: is the retail market so difficult as it was 6 months ago? < /p >

< p > DV: at present, we haven't seen any change.

Hopefully, there will be some improvement in November or December.

In fact, we didn't do very badly until 11 and December last year.

At this time last year, we are still on the rise, so we are more affected than others.

At the end of fiscal year - July 31st, our same store's sales fell by 10%.

If you look at our direct competitors, better department stores, we should be very happy.

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< div > Q: is Canada merely an extension of the US market? < /div >

< p > DV: many logistical organizations work the same way.

We try not to build new infrastructure, but to use what we already have in the United States.

But from a "a href=" http://www.91se91.com/news/index_h.asp "marketing > /a" or even a promotion position, we try to become a Canadian.

Even in the US, our store is not exactly the same.

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< p > in Vancouver, we find that there are many very rich people who are totally different from the people in New York.

In Vancouver, we will sell more sports and leisure products than New York, but we expect Toronto to be closer to New York as a whole.

In Canada, there are still a few European customs. Some products sold in Europe may be sold here, but they may not be sold in New York.

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< p > Q: what about other cities? < /p >

< p > DV: next year we still have several plans in the urban area of Calgary.

We used to have a place in a shopping mall, but we are a real urban brand.

For Montreal, we want to build ourselves first, and the language there makes us feel more comfortable. Montreal is part of the plan.

We haven't signed the lease yet, but we will not rule it out.

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< p > Q: will expansion be difficult in the economic downturn? < /p >

< p > DV: this may be the ideal time, because it allows us to look for stores.

In a suitable place, competitors are fewer than before.

It gives us the opportunity to learn.

When the market gets warmer, you are ready, this will be mild.

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< p > Q: because Victor Kiam likes the razor very much, so he bought Remington company. Are you like him? < /p >

< p > DV: Yes, exactly the same.

I have been a customer of Brooks brothers for many years.

Even when I was in the previous eyeglasses industry, I got the franchise right from the "Brooks brothers".

I like this brand very much.

But like many consumers, I am not satisfied with what is happening in their brand stores.

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< p > Q: aren't you from a pure Italy family? < /p >

< p > DV: my grandfather sold fruits and vegetables in the street and died of pneumonia before my father was born.

My father (Leonard Dale Vecchi Ao, Luxottica's founder and billionaire plator) was the oldest in the family, when it was in the war years, and my grandmother was unable to raise him again, and he was sent to an orphanage.

At the age of 14, he left the orphanage and began to work. At the age of 18, he began to manage the place where he worked.

At the age of 25, he founded his own company, which laid the foundation of our family's business - luxury group.

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From P to 1995 to 1996, I entered the luxury group. Now I am still in the board of directors.

I love that career, but I want to try something different.

I made a decision in my heart.

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< p > Q: are you entering the retail business in the US? < /p >

< p > DV: I work for the luxury group in the United States, and now I have worked in the United States for 27 years.

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< p > Q: in Canada, the "Brooks brothers" brand positioning is described as between the "Harry" Rosen (Harry Rosen) and "Morse" (Moores). Is this accurate? < /p >

< p > DV: an easy way to distinguish is to look at the price.

In terms of quality, we are at the same level as "Harry Rosen".

We have our own middleman, but "Harry Rosen" can only be bought from a middleman.

Just because of this, his price is not as competitive as ours.

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< p > but Harry did a good job.

We hope to do as well as we can in this market.

We do not focus on "Harry Rosen", but I am sure that some of our customers will come from there.

It is an important and successful example. We only hope to be equally successful.

I have visited many shops of this brand, and it has done a good job in the sales promotion of the store.

If you walk around in Toronto, every shop looks different.

We are very jealous of what it does, and we hope that we will do the same.

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< p > Q: but do you regard "Brooks brothers" as another mode? < /p >

< p > DV: we like to consider ourselves as manufacturer and < a href= "http://www.91se91.com/news/index_f.asp" > retailer < /a >.

We still have our own factories. We make suits, shirts and ties.

When we discuss other products with suppliers, we share the same spirit.

So even if these products are not produced by ourselves, we are treated with sincerity. Through all this, we get stability and quality assurance.

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< p > when you are a multi brand retailer, you can not rely on all the different people.

That will never be stable, and brand becomes more important than quality.

Sometimes quality is more important than brand, but for many consumers, this is hard to distinguish.

Our products are relatively stable.

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