Brookstone Takes Back Ties
In a unique Father’s Day promotion, Brookstone is declaring war on the tie.
Demonstrating the belief that electronics are a much more suitable Father’s Day gift than the fashion standard, the company announced this week that it is granting a 10 percent discount to any customer who brings in a mens’ necktie. It’s called the “Tie Died” campaign, and it runs through June 15.
While Brookstone recently got a boost from the retail closure of its biggest rival, The Sharper Image, the promotion is actually a response to a different shutdown- the recent announcement that the Men’s Dress Furnishings Association, a trade group representing tiemakers, was shutting down operations after 60 years. According to the Wall Street Journal, the association called it quits because “men aren’t wearing ties.”