Men’s Wearhouse, a subsidiary of Tailored Brands, has unveiled a new digital tool to help grooms and groomsmen pick their wedding attire. The tool, called Wedding Wingman, was introduced across all of its stores on April 6th.

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According to a Monday press release, the tool helps shoppers save time by recommending wedding looks based on their answers to a series of questions. Customers can then save their options to a virtual closet and schedule an in-store appointment to get fitted by a consultant. The tool also allows grooms to track whether the groomsmen participating in their wedding party have obtained their outfits and reminds those who haven’t done so.

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The retailer piloted the service in September 2022 and found that shoppers saved time choosing an outfit, because they could quickly select styles once they visited the store. John Tighe, president of Tailored Brands, said in a statement that the launch of Wedding Wingman is part of Men’s Wearhouse’s broader initiative to provide customers with the best possible experience.

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

The development of Wedding Wingman comes after half of all grooms stated they find the wedding planning process too difficult or time-consuming. Tailored Brands has been introducing technology in other parts of the shopping experience, such as AI fitting tech into more than 650 Men’s Wearhouse and Jos. A. Bank stores.

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Other wedding retailers have also been introducing digital wedding planning tools. In 2020, David’s Bridal introduced a series digital wedding planning tools, including a vision board, an interactive wedding checklist, customizable websites and a concierge chatbot. Earlier this month, David’s Bridal debuted Pearl by David’s, a wedding planning hub where couples can connect with wedding vendors.

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However, David’s Bridal filed for Chapter 11 again yesterday after emerging from bankruptcy four years ago. The company said it plans to operate normally, but is also laying off more than 9,200 workers and evaluating its brick-and-mortar footprint.

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Men’s Wearhouse is the latest wedding retailer to introduce digital tools to help customers plan their weddings.
Sources: https://www.retaildive.com/news/mens-wearhouse-introduces-digital-concierge-service-for-grooms/647916/