Brooks Bros. buttons up demand chain

Vertical specialty apparel retailer Brooks Brothers is known for neat and tidy fashions, and that ethos extends to how it manages the flow of goods from source to shelf.



Brooks Brothers has selected the SAP Fashion Management platform to gain better control of movement of merchandise through the supply chain, which in turn supports an omnichannel customer experience. The retailer began the process of revamping its demand chain by implementing the SAP Apparel and Footwear application, which provides better insight into inventory and financials.



Brooks Brothers is also implementing the SAP CRM and Customer Activity Repository (CAR) applications. These systems will provide a 360-degree view of customers worldwide and how the retailer’s assortment of thousands of SKUs matches with unique customer requirements.



"SAP helps us simplify our customer experience by giving us a universal customer master database, which allows us to understand our customers, their purchase history and their preferences in a real-time manner," said Sahal Laher, VP and CIO at Brooks Brothers. "We cannot go to market with a one-size-fits-all approach."



The latest version of SAP Fashion Management brings most processes core to apparel and footwear companies to the SAP for Retail solution portfolio, based on standard SAP ERP software powered by the SAP HANA business intelligence platform. Brooks Brothers plans to use SAP HANA to support its customer master database and its CRM system, allowing the retailer to process large volumes of customer data and deliver personalized recommendations in near-real-time.