Case Study: Brooks Brothers on the Cutting Edge

Mining the Database

Under Friedman, Brooks Brothers is constantly in the mail with some kind of flier or catalog to provide customers with reasons to continue to shop—a special event (Semi-Annual Sale, Labor Day Sale, Fourth of July Sale) as well as sending out a full-dress catalog to customers every three to four weeks. Under Friedman’s guidance, Brooks Brothers is beginning to use the database to target customers’ needs and to create wants. For example, purchase analysis was able to determine which customers may be road warriors. The merchandisers assembled a collection of “high-performance, easy-care” clothing and accessories for men and women and created a nifty little 7˝x10˝, four-fold flier that opens out to 34 inches.