In 1818, Brooks Brothers became the first ready-to-wear fashion emporium in America with the opening of its initial store. Nearly 200 years later, the iconic retailer continues to transform its business to meet the changing needs of consumers across channels.
Its new e-commerce site, brooksbrothers.com, was launched on the Demandware Commerce platform and will be tightly integrated into new merchandising and store systems. Brooks Brothers will also use Demandware for international expansion.
"Over the past two centuries, many things have changed, but Brooks Brothers' commitment to innovation and a superior brand experience has not wavered," said Ken Seiff, EVP, direct and omni-channel at Brooks Brothers. "We want to serve our customers in the most exceptional ways regardless of which channel they choose to engage with us. This means knowing their preferences and providing a personalized shopping experience at all times."
On the retailer's home page, for example, there is a "May We Recommend" section that features products "carefully curated and personally selected for you." Brooks Brothers uses a pre-built integration from Demandware's LINK Technology Partner, MyBuys for the recommendation engine (see below). MyBuys offers cross-channel personalization for retail.