Brooks Brothers Premieres the Great Gatsby—Well, His Closet

The story behind the venerable haberdasher selling a Gatsby collection

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For the next few weeks, the shopper who steps through the doors of the Brooks Brothers New York flagship store is bound to marvel over what seems like a nifty bit of time travel. One moment, he’s on Madison and 44th in 2013; the next, he’s standing at Jay Gatsby’s place in West Egg in 1922. But it’s not magic, ol’ fella, it’s marketing.

A few weeks ago, the upmarket clothing brand quietly trotted out the potted palms, rolled the plush red carpet, hung up an extra chandelier and put its Great Gatsby collection on display.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in