The Perfect Fit

Name: Tom Cooke

Job: Master Specialist, Brooks Brothers

Location: Philadelphia

Last Position: Cooke operated his own men’s boutique, Paris Europa, which
specialized in luxury, high-end, and made-to-order lifestyle clothing and sportswear

Education: Studied communications and theater at Temple University

As one of the few master specialists at Brooks Brothers Made-to-Measure, Cooke oversees a custom service to help high-net worth clientele design a wardrobe that complements their professional and lifestyle needs, as well as handles marketing for Brooks Brothers’ Philadelphia outpost. An average session with Cooke is a $2,000 to $5,000 retail experience with 1,500 options of fabric, styling, and fit for coordinates of suits, shirts, ties, sport coats, and footwear. His appointments, which take him from showroom to boardroom and homes, provide a broad range of professional power brokers an extensive, unique, and personalized shopping experience like none other.

How he got the job: Due to the change in consumer buying habits in the aftermath of the economic downturn, Cooke took off a season to analyze his career options and to move closer to family in Philadelphia. Fortuitously, this break coincided with the company’s hiring needs. Cooke began his career at Brooks Brothers in 2010 as a specialized sales associate. He was promoted twice, first as a made-to-measure associate and in 2011 as a master specialist.

Training: Cooke brought to Brooks Brothers 25 years of experience in haberdashery and luxury clothing. “My initial training came from working in my own store.”

Talents: Because the role entails knowing and retaining personal and even intimate details of the client’s life and needs, listening and communicating skills, as well as discernment, are of utmost importance in getting customers to the level of satisfaction they expect. “Knowing how to maneuver around what they think is

best and the image they have of themselves against what works best requires a dance of diplomacy and knowledge.” Trust and relationship building have also been very important to Cooke’s success and ability to service and increase his clientele. Having a strong expertise also provides a comfort and ease in his exchanges. “Self-confidence is very important in knowing how and when to engage clients. It is a delicate balance of knowing when to showcase the product, when to listen to the client’s needs, and when to cede to his or her desires.”

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Skills: Cooke knows what looks good on men. He understands that proportion is the foundation of any garment, and how color and fabrication influence style. He can provide a detailed plan for how to coordinate the right look. Although not necessary for his position, Cooke is also proficient in

taking measurements, a skill usually left to the tailor, but one that has served him well in assessing and ensuring an ideal cut. “I have a natural affinity for numbers. If a client has a wider girth and has a Fitzgerald silhouette suit, my experience tells me where to add more room while retaining a slimming fit. Or I know that the over-arm measurement is instrumental to a garment’s fitting well and comfortably, so I take care with both. These are specifics that clients appreciate.”

Execution: “The role comes with the lifestyle consultation that reveals when and where the clothing will be worn, as well as the image and impression they wish to present and represent. The customer is right initially, but after 15 minutes they defer to my expertise.” Cooke’s long-standing customers trust his knowledge of style and fabric. “For some clients, I order select

merchandise pre-emptively, up to 90% of which is retained.” It’s invaluable for busy professionals who travel frequently. Cooke also serves as brand ambassador, focused on extensive aspects of customer service, including follow-up, which transforms patrons into lifelong clients.

Learning Curve: Navigating the world of affluence and influence requires managing a range of professional and personal demands. “Know when to digress and even to concede when you cannot satisfy the customers’ desires in a manner that is helpful and not offensive.” Sometimes it requires recommending a competitor. In so doing, Cooke must safeguard both his professional reputation and that of the company.

Advice for Aspiring Specialists: Thoroughly study the details of the product. “This encompasses knowing the history of the brand, origin of the signature patterns, and silhouettes, fabric, style, color palettes, and measurements.”

Best lesson learned: Cooke’s motto is “promise less and deliver more.”