Brooks Brothers
2013–2016
ROLE Digital Art Director / UX Design Manager
DESIGNERS Rachel Gavios, Erin Dooney, Aviva Grinnell, Chris Sukovich
CREATIVE DIRECTOR Channing Ross
Overview
Brooks Brothers is a heritage brand known for American style and innovation. The 200 year old company needed to shake-up their storytelling, design and aesthetic for the modern consumer. The creative vision was expressed through showing Brooks Brothers as the everlasting leader and an icon of classic fashion through the ages—a rebuke of fast fashion.
A destination
When designing the new e-comm experience and interface, many factors came into play that were beyond the visual update. The increased number of clothing lines to appeal to different consumers made Brooks Brothers more like a department store than just a retail brand. Still the core business was menswear, so I took an approach of creating a site that was easy to navigate but would refresh often with new visual stories and features—making it a destination to return to often.
Emails to our core men’s customers
Product details
The product detail page is one of the most important page of any e-commerce site. The goal here was to have a responsive page that would be as easy and informative on mobile as in desktop. The approach was to evaluate the hierarchy of information needed in a customer's decision to add an item to their cart, and display the most relevant information upfront.
Product Detail Page
Interactive magazine
This shoppable online magazine was conceived as a core integration into our e-commerce site to engage customers in our rich history, and tell incredible stories.
Online magazine homepage
Shoppable article page
Gift guides
Holiday is always the biggest business for retailers and Brooks Brothers is no exception. During this time, online gift guides are an increasingly popular way to help users make a decision with a curated list of products based on category and price. I created a custom gift guide working with the merchandising team for content features, and an easy user experience with a quick shop module that displayed in the grid.
Custom gift guide
Quick shop feature
Results
When these new features and designs were launched on the site there was an increase in engagement and merchandise sales from featured shops, and a lower site bounce rate overall. As well, the rebrand aligned all the creative teams under one and ensured that print, digital and in-store were using the same styles.
