Brummellfor Merchants

Why Brummell

The outfit layer that knows her wardrobe.

Brummell is the outfit layer for Shopify apparel stores: every clothing product shown in complete outfits from the store's own catalog and, for shoppers with a Brummell account, with what they already own, with the lift measured against a holdout the store can check.

Written to be forwarded: one page for whoever runs your store day to day.

01 With your catalog

Every piece, every way to wear it.

A product page shows one piece on its own, and she is deciding whether it goes with anything. Brummell builds outfits from your own catalog around that piece, in stock and at your prices, and shows them right above Add to cart. Your Outfits come first; Brummell fills the rest. Nobody builds the looks by hand, and nothing is shown that you do not sell as something to buy.

When your catalog stops short

A look your catalog cannot complete would show with a hole in it, or not at all. Styled picks are what let a tops-only or dresses-only brand show complete outfits, and they raise the number of products that can show an outfit in your review.

When your store has nothing for a slot, shoes when you sell no footwear for example, Brummell fills that one slot with a piece from its own unbranded example catalog. Every look keeps at least one of your products. Each one is labelled Styled pick, never priced, with no add button, and never sold by anyone. Brummell earns nothing from a pick. Your Brummell admin shows the picks shown in the last 30 days. Hide any single pick, or turn the feature off with one switch.

Same page, same theme, same Add to cart button. One block above it.

A product page shows one piece on its own. She is deciding whether it goes with anything she owns. Brummell puts outfits from your catalog, each built around the piece she is looking at, in the space between the sizes and Add to cart. Drag the line across the buy box.

Signed out: outfits from your catalog

The product photo: a relaxed navy linen shirt, the same shirt that appears in every outfit tile.
The product: a navy linen shirt. Every outfit in the block is built around it.
The same buy box with Brummell: three outfits for casual, work and evening between the sizes and Add to cart.
The navy linen shirt's buy box without Brummell: title, price, sizes, Add to cart and the description.

02 With hers

For shoppers with a Brummell account, her own wardrobe.

A shopper with a Brummell account sees your pieces styled with what she already owns: her own piece first in every slot, your gaps shown as her gaps, the price as cost per wear. Her pieces appear only to her, inside a Brummell frame, never priced and never added to the cart. You see how many shoppers were shown their own pieces, never which pieces.

The navy linen shirt's buy box for a shopper signed in to Brummell: Works with what you own, outfits for casual, work and evening that pair the shirt with the shopper's own trousers, shorts and loafers, each marked Yours, above Add to cart.

The buy box, signed in to demo Brummell account

Picks for your wardrobe on the store's home page: a slip dress, a sweatshirt, wide-leg trousers and a denim jacket from the store, each under three pieces from the shopper's own wardrobe, labelled Fits your wardrobe or Fills your Formal gap, with a switch back to Store looks.

Picks for your wardrobe on the home page, signed in to demo Brummell account

Today, the shoppers with an account are the ones your store makes. That is what the loop is for.

The loop

Every order makes the next visit better.

For shoppers with a Brummell account, and the account starts in your store.

  1. Try this look on, on a phone: the navy linen shirt outfit rendered on an AI-generated model, with Add the look to cart, Change pieces and Try another look.AI model

    Try-on on a phone, on an AI-generated model photo

    1

    She tries it on or saves the look

    Either one asks her to make a Brummell account, in your store: Shop, Apple, Google or an email code. Brummell never reads her email from Shopify.

  2. The cart page on a phone with the navy linen shirt, Check out, Complete your cart, and a ticked line: Add my purchases to my Brummell wardrobe automatically.

    The cart page on a phone, signed in

    2

    At the cart, she adds the order to her wardrobe

    One line under the cart: Add my purchases to my Brummell wardrobe. Ticked by default on US storefronts, unticked elsewhere.

  3. Picks for your wardrobe, styled with pieces you already own: the store's black knit slip dress under three pieces from the shopper's wardrobe, labelled Fills your Formal gap.

    Your home-page banner, signed in to demo Brummell account

    3

    Next visit, your pieces are shown with hers

    Her own alternatives first, your gaps as her gaps. Your home-page banner reads Picks for your wardrobe.

  4. A Brand Look opened in the Brummell app: the store's navy linen shirt, navy blazer, white trousers and camel mules, the store's name with a Brand tag, Follow, and Try it on.

    The Brummell app, from the preview in your admin

    4

    Your Brand Looks reach her Lookbook

    Growth and up

    Outfits you publish appear in the Brummell app's Lookbook feed, labelled as yours.

Every plan also trades your traffic for Brummell accounts. You see how many, per 1,000 impressions.

A shopper who knows a piece makes six outfits with what she owns is a shopper who keeps it. The holdout counts the returns either way.

Nothing on any surface sends her off your store to buy.

03 With a holdout

A number you can check, not a number we hand you.

Up to one in five visitors is split off at the first visit and never sees Brummell. Add-to-cart rate, purchase rate, order value and 30-day returns are compared per arm on your own orders, and a result appears only once your own traffic reaches the sample it needs.

Read the methodology ›
How Brummell measures resultsVisitors are split once into two groups. Most see Brummell; a comparison group, up to 1 in 5, never does. The add-to-cart rate of both groups is compared, and a result is shown only once the sample is big enough.Visitorssplit onceSees Brummellblocks renderComparisonnever sees itAdd-to-cart ratefirst visitreadout
A result appears only when your own traffic is big enough to call it. Illustration, not data.

Nothing pushed

Sold to be kept.

Brummell would rather she bought one piece she wears forty times than three she returns.

Where it sits

Outfitting used to need an enterprise contract.

Enterprise outfitting platforms build outfits from your catalog, on annual contracts, and report their own results. Look-builder apps show the looks you build by hand. Recommendation apps show what others bought. Shopify's complementary products are picked one by one. Try-on apps show the piece on her, and Google now does that for free. None of them know what she already owns, and none of them hand you a control group.

How Brummell compares with other kinds of outfit and recommendation tools
Automatic outfitsKnows what she ownsA holdout you can checkPrice shape
Enterprise outfitting platformsYes:From your catalogNo:NoNo:Their own case studiesAnnual contract, quote only
Look-builder appsNo:Built by hand, one look at a timeNo:NoNo:NoFree to a small monthly fee
Recommen­dation and upsell appsPartly:Also bought, not outfitsNo:NoNo:Attributed revenueMonthly fee, some add a revenue share
Shopify's own related productsPartly:Complementary products picked one by oneNo:NoNo:Last-click reportsIncluded
Try-on appsNo:One piece on the shopperNo:NoNo:NoPer render
BrummellYes:Every clothing product, from installYes:For shoppers with a Brummell accountYes:Enforced, on your own ordersMonthly plan on product views, never on revenue

Categories, not vendors. Pricing shapes as published by each kind of tool.

What we will not say

The claims you will not find here.

  • A lift number before your own readout. Example readouts on this site are labelled as example data.
  • That returns go down. Returns are measured per arm; whether a piece she can see in several outfits is a piece she keeps is what the holdout tests.
  • Anything that judges the shopper: no fit check, no sizing, no match percentages, no style scores.
  • A button that sends her off your store to buy.
  • How many of your shoppers have a Brummell account. Today the answer is the ones your store creates, and the admin counts them.

Questions

The ones this page raises.

How many of my shoppers have a Brummell account?
Today, the ones your store creates: every try-on and saved look asks her to make one, and the order seeds her wardrobe. The admin shows Brummell sign-ups per 1,000 impressions, so you see the number rather than our estimate of it.
Do you see my shoppers' wardrobes?
No. Her pieces appear only inside a Brummell frame on your page, through links that expire in ten minutes, with no names or sizes. You see how many shoppers were shown their own pieces, never which pieces.
Does this help with AI shopping agents?
Modestly. On Growth and up, Brummell copies the occasions and colours it reads from your photos into fields on your own products, where anything that reads your catalog can use them. We do not promise placement in any agent.
Doesn't 'fewer, better' hurt my sales?
Brummell is priced on views, never on your revenue, so it has no reason to push a sale. The holdout reports purchases and returns per arm on your own orders, so you see sales net of returns, and you decide what to read into it.
Why not just use Google's try-on?
Use both. Google's runs in Search, on a model photo. Brummell's runs on your product page, on the full outfit, and leads to the look in her wardrobe, which is where the next visit starts.
See it on your catalogOr book a 30-minute call ›

See your own catalog, styled as full outfits.

Send your store address and we send back what Brummell would show, before you install anything. Or install on Shopify and see it yourself.

See it on your catalogInstall on ShopifyComing soon
See it on your catalogInstallComing soon
Why Brummell | Brummell for Merchants