Faced with a faltering economy, retailers all around the world are scratching their heads on how to get consumers to open up their purses. The problem is, how do you emphasize with your customer’s relatively light wallet without insinuating such blasphemy, especially if you’re Brooks Brothers? You recycle, old ads.
Brooks Brothers is running ads in newspapers that reprint a 1942 pitch about the retailer’s suits. “It pays to buy at Brooks Brothers,” the vintage ad said, because the most economical clothes “are those that are made to last.” “Just as our ad stated in the 1940s,” the current ad declares, “during these uncertain times, Brooks Brothers is still the investment you can trust.” Marketers outside the financial services industry have been running campaigns for several months that are inspired by the faltering economy. Those ads present products as smart buys because they offer value for money, but do not refer directly to why shoppers may be pinching pennies.
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