Mission_Statement-_Brooks_Brothers

Solomon GeizhalsMission Statement A mission statement defines the essence and purpose of a company in broad terms. In a couple of sentences, the mission statement reveals what products or services the company offers. It also tells potential investors what direction the company is heading in, which will help them decide whether this company is worth their money. A mission statement also defines the company’s consumer base, making it easier for them to gain a foothold in their prospective markets. One downside to a mission statement is that it may be difficult for a company to expand their business beyond the boundaries of that statement. For example, the company may encounter resistance from stakeholders or longtime consumers who may worry that expansion will have a negative impact on current business. However, I am a proponent of a company having a mission statement. Brooks Brothers’ mission statement says, “As the country’s oldest clothing retailer, Brooks Brothers is proud to uphold the same traditions and values for nearly two centuries. We believe these are the reasons why our customers consider us to be far more than a store. Brooks Brothers is an American icon.” I think Brooks Brothers’ mission statement accurately represents the company’s storied history, longevity, and iconic status. By subtly inserting the fact that the company has been around for almost 200 years and by referring to it as “the country’s oldest clothing retailer,” Brooks Brothers wants the reader to deduce that the company’s longevity can be attributed to its quality of service and its products. The company wants to establish itself as the benchmark for American clothing by referring to itself as an “icon,” and the mission statement tries to encourage the reader’s patriotism by implying that wearing Brooks Brothers products makes the reader a supporter of the “American way.” Based on personal experiences with Brooks Brothers products, I think the company’s mission statement does the company justice. For example, Brooks Brothers conservative clothing and styles instill a sense of American legacy in the wearer. However, the mission statement has some limitations. In a modern world, many consumers prefer to stay away from the droll clothing of yesterday; rather, they want to stay hip with current fashions. Brooks Brothers, although classy, is limited to “legacy,” and the company does not really experiment with modern fashion. Additionally, the mission statement does not tell the reader about Brooks Brothers’ customer service, which is quite impressive. In any case, I feel the pros outweigh the cons, and Brooks Brothers’ mission statement works well for the company.