London high-end retailer Browns wants to further cement its commitment to personal and personalized services with the introduction of Made to Measure, Made to Order and a partnership with luxury aftercare service, The Restory.
These services are meant to contribute to three pillars that epitomize the Browns Conscious strategy in 2021 as well as years to come: under the slogans ‘Reduce’, ‘Recycle’ and ‘Rethink’ the retailer aims to empower its customers to evoke a new way of engaging with the Browns brand and all of its offering, from product, services, its boutiques and beyond.
While Made to Measure and Made to Order look to both Reduce and Rethink, The Restory for Browns falls under Recycle, looking to preloved and restoration as a new keyway to impactful shopping.
Made to Measure
Made to Measure, available at the recently opened Browns Brook Street and at Browns East, wants to encourage customers to ‘Rethink’ their approach to how they buy, specifically tailoring. This service allows clients to take a more personalized approach to their smart wardrobe, beginning with a partnership with Zegna, the suits created are tailored to them with less material wasted in the production process as well as being made locally, by hand. The outcome aims to create a forever piece for the wardrobe.
Made to Order offers the chance to customize and create special jewelry pieces with six of Browns’ most coveted fine jewelry brands. Since June, the retailer’s fine jewelry specialists are on hand at both London boutiques, hosting private appointments. Customers will have the option to adjust sizes, metals, colors, precious stones, and add charms and pendants.
July saw the launch of Browns’ partnership with luxury goods aftercare service, The Restory. This collaboration aims to provide a new service enabling Browns’ global customers to revive their most treasured pieces with the aim to help implement a more conscious method to shopping. By allowing customers to invest in the pieces they most covet, and then cherish them for a lifetime, through trusted aftercare methods and techniques, the life cycle of garments and materials could be extended.
Customers will be able to book a collection for their much-loved items directly from the Browns website. The Restory will then arrange transportation of these pieces, a service that will be available worldwide, to their London-based atelier, where their in-house artisans and leather specialists, will assess and share a quote for their recommended services. Once approved, the team of specialist artisans will begin the restoration process breathing new life into designer shoes and accessories.
Browns, which was acquired by Farfetch in 2015, has started its Conscious initiative two years ago and since then works on implementing a circular retail strategy.
The company has brought on Conscious disclaimers for product across brownsfashion.com as part of 'Rethink', with an explanation on how the product has met its sustainable criteria to further promote transparency of its conscious rating system (in partnership with Good on You) as well as encouraging customers to shop in a more thoughtful way.
With 'Reduce', Browns wants to work consistently to practices that reduce the overall impact on climate change, this includes offsetting the deliveries and returns for all Browns orders to significant changes to packaging including luxury bags made from mixed recycled and FSC sources alongside all of its online orders that now come in cardboard shipping boxes that are made from FSC certified sources and are fully recyclable.
Through 'Recycle', "the creation or restoration of special items shall endeavor to prolong the love and desire for purchases, supporting a more conscious future all while adding further integrity to the Browns service proposition,” Browns states.