From Oxford to omnichannel: How Brooks Brothers & Eddie Bauer stay relevant - The Ecommerce Toolbox: AI in Retail

Topics in this episode

Omnichannel retail eCommerce strategy Catalyst Brands heritage brands modernizing legacy brands

Episode notes

In this episode, Brian Schmidt, VP of Integrated Marketing & Ecommerce at Brooks Brothers and Eddie Bauer, joins host Kailin Noivo to explore how heritage brands with centuries of history are being reimagined for the modern consumer. Brian shares the story behind Brooks Brothers’ 125th-anniversary Oxford button-down campaign, the importance of mapping distinct customer journeys, and why physical flagships remain essential in an increasingly digital world. He also unpacks the realities of tech-stack modernization, the balance between creative risk and loyalist expectations, and where real synergies emerge across Catalyst Brands. If you’re leading a legacy brand, or building one you hope will last, this conversation is packed with lessons on staying relevant without losing your roots. What You’ll Learn Why modernizing heritage brands is more than a platform swap and where costs/returns really sit (ESP, CDP, infra). How to map 3 - 5 real customer journeys instead of forcing one “monolith” path. The anatomy of a product-led heritage campaign (125th Oxford button-down) that travels across OOH and CTV.