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Customer Snapshot: Overview

50% increase in employee data efficiency


At nearly 200 years old, Brooks Brothers has a solid grasp of the retail premium-quality apparel business. Much of the company’s success and longevity can be attributed to flexibility, a focus on growth, and insight into potential blind spots.  

Brooks Brothers

Customer Website

Line of Business
Human Resources, Sales, Service

SAP Solutions
SAP Apparel and Footwear, SAP ERP, SAP ERP Human Capital Management (SAP ERP HCM), SAP for Retail, SAP SuccessFactors Compensation, SAP SuccessFactors Employee Central, SAP SuccessFactors Onboarding, SAP SuccessFactors Performance & Goals

New York, New York, USA

Number of Employees





Visionary Themes

Run Simple, Run Live

With an eye to expand customer service and the customer’s experience, they’ve recognized the importance of staying on top of new technologies. The team sought an omnichannel customer experience that would provide a single view of all of their HR and customer data with mobile, real-time visibility. Through a partnership between SAP, IBM Global Business Services and SAP SuccessFactors, a true performance culture has evolved where leadership and excellent customer service are recognized and rewarded.

Customer Snapshot: History

Centuries of Leadership in Fine Apparel

Brooks Brothers is proud to uphold the same traditions and values for nearly two centuries. Brooks believes these are the reasons why customers consider it to be far more than a store: Brooks Brothers is an American icon.

Customer Snapshot: Business Model

A Nod to the Past and an Eye Toward the Future

As America's oldest clothing retailer, Brooks Brothers has a long history of creating long-term relationships with customers and associates. With more than 200 stores throughout the United States and Canada and more than 130 locations abroad, Brooks Brothers continues to grow the brand with a respect for their heritage and a vision for the future.


Personalized service behind every product and every sale sets Brooks Brothers apart from the rest.

Customer Snapshot: Success Strategy

Dressing America and Now the Rest of the World, Too

In 1818, Henry Sands Brooks founded Brooks Brothers, the first ready-to-wear fashion emporium in America. Since then, Brooks Brothers is proud to have become an institution that has shaped the American style of dress through fashion innovation, fine quality, personal service, and exceptional value in their products.

To make and deal only in merchandise of the best quality, to sell it at a fair profit only and to deal only with those who seek and are capable of appreciating such merchandise. — Henry Sands Brooks, Founder

The Challenge

The Brand Kept Up With The Times But Technology Lagged Behind

Brooks Brothers has a long history of high customer satisfaction, but with an expanding network of stores worldwide, the company sought an omni-channel, mobile solution that would both empower employees and keep track of sales and inventory. With outdated, disconnected processes, many of which were paper-heavy and error-prone, the company needed a solution that would update the back-end systems of a brand that has continued to keep up with the times and make the company even more future-ready.


Business looked great, but a solid technological solution would make everything even better. 

We need to continue to reinvent who we are, both from a product standpoint as well as customer experience. In a growing, global, omnichannel world, we found it challenging to fulfill customer expectations with a set of aging technologies. — Sahal Laher, executive VP and CIO at Brooks Brothers

Enter SAP

Starting the Next Chapter of a Retail Success Story

To bring the company up to speed with current technology and connectedness, Brooks Brothers Global Transformation was launched. The team examined the current system to identify technological gaps and determined the system requirements needed to take the company to the next level. They ultimately selected SAP for the company’s background in fashion and retail as well as their trusted reputation and global, scalable solutions and partnered with IBM to uncover the rich potential of the solutions.


Identifying the gaps was the first step in the process. 

Just as we reinvented our classic button-down shirt by introducing a no-iron innovation, we had to reinvent how we managed HR in a globalized business environment. We wanted to better know and grow our people and become a talent factory. SAP SuccessFactors meets the needs of our global HR population. Having a single system of record for all employee information is the heart and hub of our company. — Justin Watras, Director of Talent, Management and Organizational Effectiveness at Brooks Brothers

Enter SAP: The SAP Experience

A New Understanding of Talent Available and Talent Required

With myriad opportunities to innovate and transform, Brooks Brothers’ partnered with SAP and IBM to create an omni-channel system that provided visibility into talent, and create a true performance culture. As they continue to add new functionality each quarter, the bar is continually raised, solidifying HR as a strategic part of the company’s overall business model.

With IBM by their side, the team was able to understand the true capabilities of SAP SuccessFactors, and they were able to accomplish more with the solution than they expected. The implementation of SAP SuccessFactors was marked by a dramatic transformation with a rapid evolution, and the company was able to align a talent strategy to their rapid, aggressive expansion and business goals.

Better Business

Enabling Immediate Action When Needed

With less paper to keep track of, there was less paper to lose. The new system consolidated various silos such as email, performance management, and HR information, with individualized permission settings to make sure the right people see the right information. The whole system is entirely mobile, intuitive, and easy to access for all employees, regardless of native language or geographical location. All of this dials down to the ability to take immediate action when action is needed.

Better Business: Benefits

Bringing People Together For a Better Company Culture

With new systems in place, Brooks Brothers not only has a full view of internal systems and processes, they also have a 360° view of their talent pool and how people are performing, growing, and comparing to one another at any given time, anywhere in the company.


New insights help build stronger teams. 

We’re opening up great opportunities to our people while using the top talent we have anywhere in the world. We can use these insights to understand who our people are and what they want two, three, and ten years from now, and support their growth in ways aligned with our business needs. — Justin Watras, Director of Talent, Management and Organizational Effectiveness at Brooks Brothers

Better Business: Run Simple

Emphasizing the Human Element of Human Resources

HR is all about getting the people part of the equation right first, then complementing a strong employee-centric culture with technology. However, a well-run human resources department should be barely visible to the satisfied employees it services. The new HR solutions empower supervisors, employees, and administrators to be more efficient and effective with paperless, streamlined processes.

Employees can set their own goals as well as input reviews, requests and evaluations, and manage their HR tasks from any device at any time.

Journey Ahead


Fashion Forward

Brooks Brothers continues to roll out additions to the system each quarter, making adjustments as they discover the needs of the users and the capabilities of the system. The new mobile, comprehensive database has turned the world’s oldest apparel company into a true global omnichannel retailer poised for continued future success.

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