Brooks Brothers


Brooks Brothers


Modernizing the eCommerce Experience



Retail & Consumer Products



Brand Experience (Bx)

Content and Creative

Customer Experience (Cx)


As the country’s oldest clothing retailer, Brooks Brothers has dressed customers for over 200 years, including many US presidents. Synonymous with preppy style, the brand has been a timeless choice for shirting, suiting, and more, for many generations. Responding to a need for an optimized omnichannel experience, Brooks Brothers sought out ways for customers to see them as “far more than a store.”


Brooks Brothers tasked BORN with reimagining their eCommerce experience, supporting the modernization of the brand’s image and retail strategy going forward.


The eCommerce experience needed assistance conveying the breadth and depth of Brooks Brothers’ evolving offering, guiding and educating the user about the different options available within the shirting and suiting categories and engaging new and existing customers with the Loyalty Rewards program.


BORN brought the shopping experience to life by removing friction throughout the purchase flow to increase conversion and decrease returns. The team’s approach included implementing flexible designs, updating the brand story, customizing the product detail page, creating two adaptable category landing page templates and designing loyalty rewards landing page.


BORN leveraged Arctic Fox, a proprietary SFCC accelerator, to implement flexible designs with speed.


BORN updated the client’s homepage content to tell the brand’s story while letting customers discover products and learn more about what sets them apart.

BOPIS Integration

The team customized the product detail page with BOPIS capabilities to best illustrate relevant product variants and purchasing options.

Landing Page Templates

BORN created two adaptable category landing page templates that highlight product details and fits and accommodate existing and future assortment needs.

Loyalty Rewards

The team designed the loyalty rewards landing page, sign up/sign in flow, and redemption experience to inspire excitement and repurchasing for all customers.

Shopping Experience

BORN streamlined the shirt buying experience by designing a PLP page with filters that direct users to “their” perfect shirt.