Brooks Brothers Selects Fluid Inc. to Bring Immersive Shirt and Suit Product Customization Experience to its Online Shoppers

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The iconic fashion brand will leverage Fluid's technology, thought leadership and deep expertise in online product customization to create a highly personalized and engaging shopping experience.

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Recognizing Fluid's leadership in product customization, we are excited to partner with them to replicate the high level of service and attention customers experience when ordering made-to-measure shirts and suits in our stores," said Marko Bon.

Fluid Inc., the digital shopping innovator, announced that it has been selected by Brooks Brothers to leverage Fluid Configure, its industry-leading product customization platform, to offer its online shoppers custom-tailored shirts and suits. The iconic men’s fashion brand will leverage Fluid ‘s technology, thought leadership and deep expertise in online product customization to create a highly personalized and engaging shopping experience that will enable customers to tailor product to their exact fit and style preferences.

“For over 193 years, Brooks Brothers has been setting the standard for suiting and dress,” said Marko Bon, global director of user experience at Brooks Brothers. “To continue this heritage we are creating a more elevated and efficient environment on our website for our customizable product. Recognizing Fluid’s leadership in product customization, we are excited to partner with them to replicate the high level of service and attention customers experience when ordering made- to-measure shirts and suits in our stores.”

The goal of the project is to leverage Fluid’s product customization best practices and technical foundation in Fluid Configure, collaborate to raise the bar in personalization, and develop the best possible experience for online shoppers. For example, Fluid will create more efficient methods for monogramming shirts and more engaging and intuitive ways of presenting shirt swatches to customers. “The challenge will be striking a balance between our expansive library of fabric swatches while not overwhelming the interface,” added Bon.

“The Fluid team is thrilled to bring Fluid Configure, with its industry-leading product personalization innovations, to Brooks Brothers,” said Isaac Newton, vice president of sales, Fluid, Inc. “In the past 60 days we have signed five new clients with customization initiatives similar to Brooks Brothers’. They too want to offer their customers highly tailored digital experiences that enable shoppers to interact with, and purchase, products in a uniquely personal and immersive way. Our goal with Brooks Brothers is to continue their tradition of providing fine quality shirts and suits with an online solution that will help shoppers to better connect with their brand.”

About Fluid Configure

Consumers are looking for a personalized and immersive experience – one that allows them to interact with products, and connect with brands. To compete, retailers need to deliver a personalized product on a mass scale. Fluid Configure delivers a complete product customization platform allowing retailers to scale, and continuously evolve customization offerings. Fluid Configure is less expensive to build and maintain than custom-built systems, and provides a superior customer experience, based on years of expert development.

About Fluid: Digital Shopping Innovation

Fluid creates engaging customer experiences that drive conversion, satisfaction and brand loyalty. Fluid delivers these results though custom agency engagements and the Fluid Retail interactive merchandising platform. Founded in 1999 and with offices in San Francisco, Chicago, and New York, Fluid's customers range from mass-market retailers to luxury goods manufacturers, and include top brands such as: Benefit Cosmetics, Brooks Brothers, Elie Tahari, Diapers.com, Nine West, Reebok, Sears, The North Face, and Vans. For more information, visit http://www.fluid.com, and follow us on Twitter @Fluid or Facebook Fluid, Inc.

About Brooks Brothers

Established in 1818, Brooks Brothers was the first to offer ready-to-wear clothing and has continued throughout history with iconic product introductions including: seersucker, madras, the non-iron shirt and the original button-down collar. Nearly two centuries later, Brooks Brothers is proud to uphold the same traditions and values and to be the destination for ladies and gentlemen from every generation. Since its founding 193 years ago in New York, Brooks Brothers has become a legendary international retailer while maintaining a steadfast commitment to exceptional service, quality, style and value. For more information visit: http://www.brooksbrothers.com

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Stephanie Aldrete
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