Last week Brooks Brothers released its Fall 2011 promotional videos on YouTube. The youth-oriented clips continue the “Back To Campus” and “Back To Town” themes.
Above is the latter video, which, minus a two-second intro and outro, clocks in at 90 seconds. According to my calculations — and I may have blinked — there are 102 shots in the video, which allows you to take in the mise en scene at a rate of .88 seconds per shot.
I realize these videos are intended for the ADD generation, but it’s almost as if they don’t want you to see the clothes. — CC
Yes, I know what you mean. Lots of pausing — lots.
“mis en scène”
The Back to Town one was worthless, even while pausing, I saw very little that didn’t look like something I could walk into any mall anchor store and buy. Back on Campus was better at the beginning, but they lost me by the time they were wearing like ten layers of Brooks for playing hockey (without equipment). As someone who skates regularly, I would never do that.
Actually the one I was fondest of was the one you didn’t link, which is the “Fleece – Back to School” collection: http://www.youtube.com/watch?v=ASWs9svX6bY&NR=1 I recently reviewed the catalog on my iPad, and since I can wear L or XL boys (and they’re half the price or less), I’ve got to admit, there’s a lot to like…
I’m a member of the target audience. I personally enjoyed seeing the variety of items displayed, but that’s because I already am interested in menswear. It wouldn’t garner any new customers, though. They focused too much on making it a moving lookbook/photoshoot instead of drawing from the feeling of reality you achieve in film. The quickie shots work well when mixed with longer clips, not when the frames seem to come at a fairly steady rate like this. It doesn’t let you to take in the style of the whole person in the shot. Aside from that, the music wasn’t quite right, and that makes a huge difference for people my age.
That was honestly terrible.
The women’s clothing looked a lot more interesting: perhaps the female readers will comment. The men’s stuff can be had anywhere: I saw nothing that said “Brooks Brothers” to me. Certainly your father’s Brooksgate this isn’t. The “rapid fire” of these videos didn’t really bother me- most likely because nothing fired me up.
BB= The Gap. ‘Nuff said.
Yeah, that was hella Gap.
Soundtrack was irritating stock schlock too.
I do agree about the “Fleece”, except for the irritating, stupid logos.
Do others see a Deja Vu here? Remember Abercrombie and Fitch when it was really Abercrombie and Fitch? I’m beginning to think BB is moving quickly the same direction.
Richard, yeah, the logos suck, but most of the Fleece stuff (I’ve perused past seasons in the stores) are sans logos. The chunky knits and the sweatshirts are often the biggest offenders.
a promising new blog, more for architecture than for fashion
Sickening– all i could take was 3 seconds.. Brooks has come so far downhill… it used to be stacks of pants on the table and stuffy old guys (cool) now its the same hybrid Aber-jcrew-gant-snoresville— without even the clear identity of those brands… someone intervene and save this Historic brand!
I like the creativity and the messaging with the video, however, the style is just plain bad. I realize we aren’t going to see 1950s/1960s trad anymore, but we could at least see some better modern takes on it. This is more J. Crew, at a higher price, than Brooks Brothers.
Why don’t they show us the real Brooks Brothers- some good old Ivy League sack suits, or classic sweaters over an oxford on top of a pair of chinos and a pair of boat shoes- real fall style. Forget what is shown in the video, and remember that BB still has the stuff I mentioned. 😀
is it jsut me or did it seem (mostly) to change shot on each down beat?
No man should ever ride a scooter. I don’t care if it’s a classic Vespa or not – if you really need to ride a scooter, buy an actual motorcycle with a clutch and gears instead.
Eric, you seem to be confusing a few things. First, “scooter” and “motorcycle” are not necessarily mutually exclusive terms. For example, a 1980 Vepsa P200e features a (stock) 200cc engine, and is legally classified as a motorcycle.
Second, “scooter” generally means only that the body has a step-through design. The designation says nothing about whether or not a bike has a clutch and gears. Again, the above-mentioned Vespa has a clutch, three gears, and a kick-start. Conversely, today you can easily buy automatic motorcycles where no shifting is required.
Third, scooters (and mopeds!) can be great and quite practical in urban environments. I have loved driving mine around campus in Madison, WI. Not to mention, I’m in good company – WFB was to known to ride a moped around New York.
Hate to burst your uneducated troll bubble, but a classic Vespa DOES have a “clutch and gears”. And yes, you do need a motorcycle license.
I guess some men are “concerned” about engine size, and uh…some aren’t.