Sorry!! The article you are trying to read is not available now.
Thank you very much;
you're only a step away from
downloading your reports.

Up-and-Coming Retailers: Brooklyn Industries

By

Is this hip and forward-thinking clothing company the next Urban Outfitters?

PrintPRINT
And care for the community, Funk does. She frequently has T-shirts designed around an idea, and then donates the proceeds back to the local organization that's fighting for those issues. Her hope is that BI's customers, by donning the product, will keep the conversation going so that the partnership between product and consumer becomes prolific.

Case in point: Brooklyn Industries just recently introduced a new T-shirt featuring a dinosaur about to chow down on a carrot. The project was done in collaboration with Just Food -- a group that connects local farms and sustainably grown food to NYC neighborhoods and communities. Brooklyn Industries will donate 20% of the proceeds from T-shirt sales to the organization.

Other than its line of branded T-shirts and "neighbor-hoodies," however, pride is implied -- it's not communicated with logo-laden sweaters, pants, dresses, bags, and purses. This seems to be in direct contrast to companies like Aeropostale (ARO) and American Eagle (AEO), whose clothing is marketed (and ultimately successful) because of the presence of company logos.

But those retailers aren't really the company's competitors anyway.

Brooklyn Industries' wares are more comparable to those of American Apparel (APP) and Urban Outfitters (URBN), both of which cater to a modish youth. The former is the largest clothing manufacturer in the US; the latter operates more than 140 locations both nationally and internationally, and owns five retail brands in total.

Though both American Apparel and Brooklyn Industries specialize in T-shirts and focus heavily on positive working environments, Funk has resisted the comparison to it, as well as to alternative-clothing retailer Urban Outfitters.

In 2006, her broker, Simon Dallimore said "American Apparel is the Gap to me," suggesting that BI's products move beyond those of the popular retail chain. Urban Outfitters isn't really a match either, he argued. The Urban Outfitters shopper is typically younger and may patronize BI stores, but the reverse isn't true.

But David Rosenberg, executive vice president at Robert K. Futterman & Associates sees space for both and room for comparison. Both, he says, cater to "the hip, the cool, the sophisticated" market.

So how does a recent upstart forge through its first recession? By opening more stores, of course.

Nicole Burgan, a PR representative that spoke with Minyanville, said that BI would like to open an outlet in every major US market.

And it's on its way: Stores already exist in Brooklyn and Manhattan in New York; in Portland, Oregon; and in Chicago, Illinois. The company plans a new store opening in Philadelphia, Pennsylvania, for February 2010.

As we enter the new year, Funk says she wants Brooklyn Industries to be the "premier contemporary design company in New York that produces innovative designs and is the finest company to work with."

With goals like that, who needs New Year's resolutions?

Click Here For Next Article Click Here For More
No positions in stocks mentioned.

The information on this website solely reflects the analysis of or opinion about the performance of securities and financial markets by the writers whose articles appear on the site. The views expressed by the writers are not necessarily the views of Minyanville Media, Inc. or members of its management. Nothing contained on the website is intended to constitute a recommendation or advice addressed to an individual investor or category of investors to purchase, sell or hold any security, or to take any action with respect to the prospective movement of the securities markets or to solicit the purchase or sale of any security. Any investment decisions must be made by the reader either individually or in consultation with his or her investment professional. Minyanville writers and staff may trade or hold positions in securities that are discussed in articles appearing on the website. Writers of articles are required to disclose whether they have a position in any stock or fund discussed in an article, but are not permitted to disclose the size or direction of the position. Nothing on this website is intended to solicit business of any kind for a writer's business or fund. Minyanville management and staff as well as contributing writers will not respond to emails or other communications requesting investment advice.

Copyright 2011 Minyanville Media, Inc. All Rights Reserved.

PrintPRINT

Busy? Subscribe to our free newsletter!

Submit
 

WHAT'S POPULAR IN THE VILLE