Mens Wearhouse introduces digital concierge service for grooms-to-be

Short Dive:

• Mens Wearhouse launches Wedding Wingman, a digital tool that helps grooms and grooms choose their wedding attire, according to a press release Monday. The retailer started introducing it in all of its stores on April 6.
• After answering the questions, the tool recommends wedding looks based on the results. Options can then be saved to a virtual wardrobe, and shoppers can schedule an in-store appointment for a consultant to pair. The tool also allows grooms to track whether grooms participating in their wedding ceremony have got their dress and alert those who haven’t.
• The retailer piloted the service in September 2022. During the trial, the company noticed that shoppers saved time selecting clothing, as they could quickly choose a style once they visited the store.

Dive Insights:

Mens Wearhouse developed the Wedding Wingman in response to customer feedback after half of all grooms found the wedding planning process too difficult or time consuming.

The launch of the Wedding Wingman is part of Mens Wearhouses’ broader initiative to provide customers with the best experience, whether shopping online, in-store, or a combination of the two, said John Tighe, president of Tailored Brands, in a statement. Mens Wearhouse is committed to making shopping for wedding wear as easy and free as possible, and Wedding Wingman is a key component of that effort.

Tailored Brands, which owns Mens Wearhouse as well as Moores, Jos A. Bank and K&G Fashion Superstore, has introduced technology to other parts of the shopping experience.In 2021, the conglomerate began to expand AI pairing technologyto be over 650 Mens Wearhouse and Josh’s shop. A. Banks, resulting in reduced exchange rates for online tuxedo orders at Mens Wearhouse.

During the peak of the pandemic, wedding retailers quickly moved to provide technology solutions to shoppers who needed services in high-touch, traditional industries. In 2020, Davids Bridal introduced a suite of digital wedding planning tools, including vision boards, interactive wedding checklists, a customizable website, and a concierge chatbot. These technological advances continued until recently, when Davids Bridal earlier this month Pearl’s debut by Davidsa wedding planning center where couples can connect with wedding vendors.

However, Davids Bridal filed Chapter 11 again yesterday after emerging from bankruptcy four years ago. Although the company said it plans to operate normally, it is also laying off more than 9,200 workers and evaluating its physical footprint.