195: Reviving America's Oldest Retailer. Ken Ohashi, CEO Brooks Brothers

His company has dressed 41 out of 46 US presidents, is the oldest
apparel brand in America in continuous operation, and was the
first brand to introduce ready-to-wear. 


Brooks Brothers is nothing short of a legendary brand, and Ken
Ohashi is the man behind its revival. He took over as CEO after
the company had to file for bankruptcy during Covid. After an
impressive turn-around, the company had a record year in 2022 and
paid out bonuses to its employees for the first time in over a
decade. 


What is the recipe for success? According to Ken, he has an
inside-out and a 360 degree approach to branding, marketing and
communications. Instead of first focusing on the customer, his
focus is on the company culture. The customer will buy if you
practise what you preach. You also need to be everywhere at all
times. 


In this week’s episode, Ken talks us through how he transformed
Brooks Brothers and revived the brand, how change is not about
abandoning the past but building on it, and the importance of
listening.


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