Case Study: Brooks Brothers on the Cutting Edge
Weird Size Dept.
Ever since Brooks Brothers introduced the button-down shirt collar way back in 1896, shirts have been a bread-and-butter item. It sells hundreds of thousands a year. However, it is not practical to maintain every SKU in all 80 retail stores. Not a lot of men the size of NFL linemen are going to wander into the Riverchase Galleria in Birmingham, AL, and expect a selection of 20 x 36 shirts. However, the sales person at the Birmingham branch can go through the catalog with the oversized customer and then call the Raritan, NJ, distribution center to confirm the availability of the shirt and if needed, it can be delivered the next day.
- Companies:
- Barneys New York
- Brooks Brothers
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
