Men’s Wearhouse offers tech-enabled mirrors, digital planning tool

Men's Wearhouse prom shoppers
Men’s Wearhouse has assisted prom shoppers with AR technology.

Men’s Wearhouse is using augmented reality (AR) and artificial intelligence (AI) to help customers select the right products.

The largest specialty retailer of menswear and rental products in the U.S., a subsidiary of Tailored Brands, is partnering with Snap to offer interactive, AR-equipped mirrors in select stores. The mirrors use AR to enable shoppers to try on clothes and accessories before buying them, as well as share imagery with their peers.

The fit technology embedded in the mirrors enables shoppers to see how clothes will look. Based on Snap Apparel Try-On technology, the mirrors integrate existing product photography into a personalized AR fitting room that adapts to each shopper automatically through deep learning and computer vision capabilities.

Men’s Wearhouse is rolling out the Snap-enabled mirrors at select stores following its initial debut of the technology in February 2023 as part of an omnichannel promotion called “Prom Your Way," which featured a digital hub where customers could begin their tuxedo-fitting process.

[Read more: Men’s Wearhouse targets prom shoppers with omnichannel initiative]

"We're excited to partner with Men’s Wearhouse to bring the magic of our AR outside of Snapchat into stores for shoppers to enjoy,” said Jill Popelka, head of AR enterprise services of Snap Inc.

Men’s Wearhouse offers a digital ‘wingman’

The retailer is also launching Wedding Wingman, a digital tool designed to assist customers selecting wedding outfits for themselves and their wedding party. Wedding Wingman asks an engaged couple a few basic questions about their wedding and then provides them with a range of options that they can save in the tool. The solution also enables grooms to track who in their wedding party has obtained their garments and gives them the ability to send reminders to those who haven't.

First introduced in a pilot market in September 2022 and refined over the following months, Wedding Wingman is now available nationwide in all Men's Wearhouse stores. The retailer developed the tool in response to market research indicating that nearly half of all grooms find the wedding planning process too difficult or time-consuming.

During the pilot, Men’s Wearhouse says it saw “significant” customer time-savings in test markets. Shoppers who used the digital tool saved several ideas and looks at home, allowing store associates to quickly pull styles for the customer once they arrived in-store.

“As part of Men's Wearhouse's digital strategy and innovation, Wedding Wingman represents a significant step towards the company's goal of providing customers with a seamless omnichannel shopping experience,” said John Tighe, president, Tailored Brands. “By leveraging digital technology, Men's Wearhouse hopes to inspire customers and help them easily find a look they’ll love for their big day, whether they shop in-store or online.

“Men's Wearhouse understands that fit is the most important aspect of choosing wedding attire for grooms,” said Tighe. “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.”

Based in Fremont, Calif., Men's Wearhouse operates more than 630 stores nationwide.

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