First Look: Men’s Wearhouse expands digitally enabled ‘next-gen’ store

Marianne Wilson
Marianne Wilson profile picture

Men’s Wearhouse is moving forward with a new store design that offers shoppers an omnichannel experience in a physical environment.

The menswear retailer unveiled the first iteration of the concept in September 2020, at Portofino Shopping Center in Shenandoah, Texas. A second reimagined location has opened in Buford, Ga.

The revamped stores are designed to showcase the breadth of the brand’s offerings while supporting a seamless omnichannel customer experience. Innovative technology solutions are integrated throughout the space to enhance service, selection and convenience. Clean sight lines and glass and steel finishes complete the modern, contemporary aesthetic.

The reimagined stores, developed in partnership with Nelson Worldwide, feature streamlined perimeter walls that enable elevated visual merchandising of key items and head-to-toe looks for easier decision-making for customers. The color palette of warm oak tones, cool grays and blues complements the store merchandise.

The layout includes a visible back stock area, “The Vault,” which is designed to reduce inventory on the sales floor and provide store employees with easy access to product. The stores also feature newly designed fitting rooms adjacent to a lounge area.

Designated departments or zones are organized by occasion to help customers easily find what they are looking for. In addition to the brand’s signature suits, the assortment includes a broad selection of casual menswear along with rental and custom offerings. 

During the past nine months, Men’s Wearhouse parent company Tailored Brands said it launched more than 30 new digital capabilities to support the customer and employee experience, including buy online, pick-up in-store, contactless measurement and curbside pick-up. Some of the technologies featured in the store are below.

* A contactless measurement tool from 3DLook and powered by artificial intelligence analyzes two photos taken of the customer to determine their clothing sizes. Men’s Wearhouse said it is the first menswear retailer to pilot the technology in the U.S. 

*A “digital shirt wall” incorporated into the store’s “shirt shop” features interactive touch-screen display that allows customers to select their desired style, fit and color from in-store and online inventory. Customers add shirts to their “virtual fitting room” and employees bring selections for them to try on.

* iPads are used to co-create custom garments by casting images of the items to a large-screen display during the design process. The high-quality 3D renderings allow customers to browse and visualize fabrics and style combinations in high-definition while maintaining a safe social distance.

Men’s Wearhouse said it plans to leverage learnings from — and gather customer and employee on — the new design as it works to enhance the customer experience across its fleet. The retailer operates more than 630 stores nationwide.

“We know that menswear retail is changing rapidly, driven by customers who are digitally connected, in control and expecting zero friction as they engage in digital and physical environments—often simultaneously,” said Carrie Ask, chief customer officer, Tailored Brands, parent company of Men’s Wearhouse.