Heritage Brands Reinvigorate for Modern NZ Consumers

Wednesday, 4 March 20267 min read2 views

Brooks Brothers, a long-standing US apparel brand, is undergoing a significant repositioning to appeal to contemporary audiences. Their 'Make It Yours' campaign shifts focus from traditional formality to individual expression, leveraging digital channels and updated product lines to reconnect with evolving consumer values.

What Happened

•Brooks Brothers, established in 1818, is refreshing its brand identity to move beyond its traditional formal wear image.
•The new 'Make It Yours' campaign emphasizes personal style and individual expression over rigid dress codes.
•This strategic shift aims to broaden the brand's appeal to a younger, more diverse customer base.
•Digital marketing and social media are key channels for communicating this updated brand narrative.
•Product lines are being diversified to include more casual and versatile offerings, reflecting current lifestyle trends.
•Marisa Thalberg, Chief Customer and Marketing Officer at Catalyst Brands, is spearheading this transformation as of 4 March 2026.

Why It Matters for NZ Marketers

•Many established NZ brands, particularly in retail and services, face similar challenges in staying relevant to new generations.
•NZ consumers, like global counterparts, increasingly value authenticity, personalization, and brands that align with their lifestyles.
•Local heritage brands often struggle with perceived stuffiness or outdated perceptions, limiting their market growth.
•This case study offers a blueprint for NZ marketers on how to evolve brand messaging without abandoning core equity.
•The focus on digital engagement and diversified product lines is directly applicable to NZ's competitive retail landscape.

Strategic Implications

•Marketers must audit their brand's current perception and identify gaps between heritage and modern consumer expectations.
•Develop campaigns that allow for individual interpretation and connection, moving beyond one-size-fits-all messaging.
•Leverage digital platforms and content creators to authentically communicate brand evolution and reach new demographics.
•Consider product or service diversification that aligns with contemporary consumer needs while respecting brand DNA.
•Invest in market research to understand evolving consumer values and integrate these insights into brand strategy.

Future Trend Signals

•The ongoing necessity for legacy brands to undergo significant reinvention to survive and thrive.
•Increasing consumer demand for personalization and self-expression across all product categories.
•The critical role of digital-first strategies in brand repositioning, even for historically traditional brands.
•A shift from aspirational marketing based on status to marketing based on individual identity and lifestyle fit.

Sources

How Brooks Brothers is refreshing the oldest apparel brand in the US — Marketing Dive

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