US tailoring specialist Brooks Brothers has chosen 2.0 & Partners consultancy to spearhead the brand’s expansion in European travel retail.

2019 marks the 200th anniversary of the opening of Brooks Brothers’ first store, in New York City. 2.0 & Partners said this year it plans to strengthen its network in airport locations.

Brooks Brothers said it aims to be “the premier global lifestyle destination” for men and women of all ages. And travel retail is part of the brand’s strategy.

2.0 & Partners Chief Executive Officer Fabio Bernardini said: “For two centuries Brooks Brothers has served as a foundation for modern fashions. It has combined cutting-edge technology with hand-crafted detail and its preppy look is timeless and has appeal across all ages.”

The brand is present in 45 countries and offers three core labels. In Europe, the Middle East and Africa it owns 53 stories, has 47 licensed outlets and 173 wholesale locations. It is also present at airports, most of them in the USA.                        .

Two centuries of tailoring: Brooks Brothers celebrates its 200th anniversary this year.

Bernardini said a travel retail format has been developed. It is based on a new retail concept already introduced at selected locations, including the Bicester Village designer and fashion brand shopping outlet, near Oxford, UK.

Brooks Brothers shirts and sports shirts will be highlighted as core products in a lifestyle range which also includes trousers, sweaters and coats. The US flag will be a prominent design feature, Bernardini added.

“Classic American clothing is popular with global travellers,” he said. Bernardini noted the strong Brook Brothers brand loyalty; 71% of the brand’s customers have been with them for over ten years.

2.0 & Partners specialises in introducing and developing brands in travel retail. Clients have included Moncler, Armani, Ferrari Spazio Bollicine and Monnalisa.

The consultancy also works closely with airports to optimise retail operations. As reported, 2.0 & Partners has developed an app/web portal dedicated to mystery shopping in travel retail environments.