Specialty retailer brings signature service into 21st century

Knowing that personalization separates retail leaders from the crowd, Brooks Brothers made it a priority to modernize its iconic tailoring business.



When the specialty retailer opened its first store in New York in 1818, the only way to purchase clothing was to have it custom-made. Almost two centuries later, this service has become a trademark for the specialty retailer. Brooks Brothers’ Made to Service program enables male shoppers to browse a portfolio of fabrics, patterns and colors, as well as collars, cuffs, lapel styles and pocketing, then get fitted for a one-of-a-kind, custom-fit dress shirt, suit, sport coat or trousers.



On average, Made to Order customers spend $2,300 per visit, according to Andre’ D’Elia, the chain’s director of services, Made to Measure.



The process, which could span almost two hours, typically involved a tailor and another associate hand-writing measurements — and payment information — which was manually input into legacy-based systems. However, redundant, sometimes inaccurate information, and insecure data was taking a toll on customer service.



Legacy systems also made it difficult to access and leverage stored data — a factor that could hold up production schedules or even lead to canceled orders. While the time had come to digitally transform its tailoring service, the chain vowed to maintain its high service standards.



“We make clothing and sell it,” explained D’Elia.



“To continue, we needed a tool that understood the process, streamlined data and delivered a pleasant experience for the consumer and associate,” he added.



The company wanted an easy-to-use, integrated solution that would automate its tailoring process, and could be developed, improved and scaled rapidly. The chain also needed to remove complexities across its systems to create a digital foundation — without having to create or customize code.



By partnering with Zudy, Brooks Brothers added a no-code application development platform, called Vinyl, that digitized its iconic in-store experience. The agnostic solution sits on top of legacy systems, and has a universal translator that pulls the customer data needed to populate Made to Order. Associates access details via mobile devices, and use insights to deliver a more personalized experience.



The chain’s first step was to upgrade its broadband connection across all 120 stores to support the associate-facing mobile solution. Then Brooks Brothers launched the tool in its St. Louis store in October. To date, approximately 90% of the company has access to the digital Made to Order platform.



“We used to sell merchandise based on price, then fabric, but now we have completely turned the process by 180 degrees,” D’Elia said.



As associates interact with customers, they pull up their existing customer profile via the device. All new measurements and personal details, including lengths and posture, are also added within their profile.



“Customers have the ability to choose custom details, such as jackets with two or three buttons or a side vent, linings, and so on, in real-time, directly through the device,” he said. “Now there is a conversation about how the product will be made, giving both parties all details they need, versus just discussing price. All details are printed or sent to the customer via email, further improving accuracy. It has changed the dynamic and experience.”



The digital solution has reduced inaccurate orders, increased delivery successes, and shortened production time. “In the past, we would sell fabric that might not have been in-stock, and could take up to three weeks to get a customized jacket done. Today, that process is cut down to 10 days,” D’Elia said.



Looking ahead, the chain plans to roll out the solution internationally, “to drive consistency across the chain,” he said, adding that by July, the solution will be introduced in Europe.