One of the oldest names in fashion, Brooks Brothers, has chosen applications from SAP, including SAP Fashion Management, to spearhead its digital transformation.
Other high-profile new converts to the Fashion Management solution include The Rockport Group and VF Corporation, building on the successes of founding customers such as the adidas Group.
Launched in 2014, SAP Fashion Management is a multichannel, vertically integrated fashion application that allows complex fashion businesses to act as one integrated unit by combining manufacturing, wholesaling and retailing processes in a single back-office system based on standard SAP ERP software powered by the SAP HANA platform.
“We cannot go to market with a one-size-fits-all approach,” said Sahal Laher, executive VP and CIO, Brooks Brothers. “SAP HANA will power our customer master as well as our CRM system so we can go through large volumes of customer data and come out with personalised recommendations in near real time.”
“We selected SAP to have a global, scalable system from an innovative partner with a strong background in fashion and retail,” said Laher. The company took its first step in gaining control of its global supply chain by implementing the SAP Apparel and Footwear application. “The key process benefit that we’ve realised with SAP so far is better visibility into our inventory and our financials,” said Laher.
Brooks Brothers is also implementing the SAP Customer Relationship Management (SAP CRM) and SAP Customer Activity Repository applications to develop a comprehensive universal customer master database and gain access to a fuller picture of its customers.
“By including manufacturing capabilities in SAP Fashion Management, we are able to provide a truly vertical solution via end-to-end scenario integration,” said Lori Mitchell-Keller, global general manager, consumer industries, SAP. “In addition, with SAP HANA there is access to transformative new processes such as multichannel material requirements planning or order allocation with the ability to simulate.”
