As reported by an analysis of Business of Fashion, one of the elements that brought Brooks Brothers to be perceived as a “$50 shirt” brand was an eccess of promotions and discounting. Th process accelerated as the brand adopted the fashion collections calendar, which anticipates “real” seasons: Summer collection in store in Winter and Winter collection in store in full Summer.

The challenges of merging a “buy now-wear now” customers attitude with fashion seasonal production calendar become clear when looking at the a strong off-price channel presence, which undermines full-price sales and profitability.