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.”
“People are finally getting the message that ties and Father’s Day
don’t mix,” the company’s CEO, Lou Mancini, said in a statement. “We hope that with ourTie-Died program we can eliminate the threat of ties as Father’s Day gifts once and for all and encourage people to buy something from Brookstone that dad truly wants and will enjoy.”
For more information, visit www.brookstone.com
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