Iconic US clothing label Brooks Brothers opened its first Turkish store in 2013. CEO Füsun Kuran tells Tuba Gezer Arlı about the rich heritage and continued popularity of the brand in Turkey
American ready-to-wear brand Brooks Brothers has been dressing stylish gentlemen – and later women – for almost two centuries. Founded by Henry Sands Brooks, the brand opened its first store in New York on 7 April 1818. It is known for beautifully cut suits, shirts and more, for embracing innovative materials from seersucker to madras, and for revolutionary products such as the buttoned polo collar and the non-iron shirt. Today, Brooks Brothers maintains its rich traditions and values and remains the go-to brand for style conscious women and men of every generation.
Brooks Brothers is famous for being ‘the brand of presidents’. From Abraham Lincoln to Barack Obama, 39 of the 44 US presidents have worn Brooks Brothers.
Brooks Brothers opened its first Istanbul store at the Zorlu Center mall in 2013 and now operates stores in the Akasya and İstinye Park malls in the city, the Panora mall in the Turkish capital Ankara, and the Konak Pier shopping centre in Izmir, says Füsun Kuran, CEO of Brooks Brothers Turkey. ‘We are very pleased with the interest and positive feedback we have been given by our customers since the day we entered the Turkish market,’ she says. ‘Our brand is beyond comparison when it comes to superior product quality and has an unequalled standard of service.’
Brooks Brothers appeals to confident people with great taste, who dress for themselves and have genuine style, explains the CEO. ‘We can define the Brooks Brothers woman and man as people who have a 360-degree vision, who prefer to look casual, stylish and elegant in both work and daily life, shaping their style by blending quality with trendy silhouettes.’ The most popular product in Turkey is the non-iron shirt. A signature Brooks Brothers product across the world, the shirt remains crisp and immaculate all day long without wrinkling. It has been among Brooks Brothers’ best-selling products since its introduction in 1998.
The company, deservedly famous for its menswear, produced its first shirt for women back in 1949 and has since continued to expand its womenswear. In 2014 noted American designer Zac Posen was announced as creative director of womenswear and his first collections appeared in 2016, to great acclaim. Posen redefined the classics and created a cool yet elegant style, true to the brand’s all-American look. This spring/summer it’s all about polished looks, well-cut basics and flirty, floral dresses combined with pale pastels.
‘Our most important feature is the superior quality in our products and our in-store service attitude,’ says Kuran. ‘The Brooks Brothers Turkey sales representatives serve each and every customer very well and offer the same superior service in each of our stores.’ Each customer is taken care of in the Brooks Brothers way, which means that items are selected to match the customer’s personal style perfectly. ‘For instance, when selling a shirt we look at many details to be able to meet our customers’ needs. We take account of the person’s neck length, jaw structure, face shape and shoulder width. We have a broad line of products to be able to provide each of these criteria effectively.’
Alongside ready-to-wear designs, Brooks Brothers Turkey offers a made-to-measure service with quality that rivals tailors anywhere in the world.
Brooks Brothers is famous for being ‘the brand of presidents’. From Abraham Lincoln to Barack Obama, 39 of the 44 US presidents have worn Brooks Brothers. Fred Astaire, Cary Grant, Ben Affleck and George Clooney are some of the famous Hollywood actors who have also chosen Brooks Brothers. Prominent Turkish clients include businessmen Hüsnü Özyeğin, Fikret Orman and Faruk Süren, and economist and professor Asaf Savaş Akat, notes Kuran.
What does Kuran see as the key to Brooks Brothers’ success? She picks two essential elements: the company’s mission to offer ‘products with the best quality in retail and conduct sales at fair prices – and, most importantly, the incredible value.’