Men’s Wearhouse Launches ‘Online Concierge’ for Wedding Attire Selection

Men’s Wearhouse has launched a digital tool that helps grooms and groomsmen select their attire for weddings.

The new Wedding Wingman “online concierge” provides attire suggestions based on the engaged couple’s answers to questions and then enables in-store staff to quickly get the styles ready for customers to try on when they visit, the 630-store menswear and rental apparel retailer said in a Monday (April 17) press release.

“By leveraging digital technology, Men’s Wearhouse hopes to inspire customers and help them easily find a look they’lllove for their big day, whether they shop in-store or online,” Tailored Brands President John Tighe said in the release.

Men’s Wearhouse’s new Wedding Wingman provides inspiration about available attire options, complements the personal service provided in the company’s brick-and-mortar stores, and enables grooms to see which groomsmen have obtained the apparel and send reminders to those who haven’t, according to the press release.

The company developed and launched the digital tool after hearing from customers that nearly half of all grooms said the process of planning a wedding is difficult and time-consuming, the release said.

“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,” Tighe said in the release. “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 wedding industry saw a burst of business beginning last year as the two-year backlog of events that had been postponed by the pandemic started taking place, The Knot Worldwide Chief Financial Officer Andy Ivanovich told PYMNTS in an interview posted in April 2022.

“Most weddings, as you probably have read, did not get cancelled — they got changed, postponed, perhaps reimagined,” Ivanovich said at the time.

Bridal retailer David’s Bridal launched a new platform to meet the needs of this market in January. The firm’s new third-party marketplace called Pearl provides a planning platform and vendor marketplace designed to help brides find venues, photographers, caterers and other services.

“Pearl also addresses pain points and gaps in the market couples experience when planning their wedding,” David’s Bridal CEO Jim Marcum said at the time.

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