Men’s Wearhouse targets prom shoppers with omnichannel initiative

Dan Berthiaume
Senior Editor, Technology
Men's Wearhouse prom shoppers
Men's Wearhouse is targeting prom shoppers.

Men's Wearhouse is looking to to attract prom goes with a campaign that includes augmented reality (AR) and digital video features.

The specialty menswear retailer, a banner of Tailored Brands, is launching a new omnichannel promotion, called “Prom Your Way," which features a a digital hub where customers can begin their tuxedo-fitting process. Men's Wearhouse is utilizing the Snap Magic Mirror solution to provide an interactive shopping experience.

The mirror uses 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 mirror enables shoppers to see how clothes will look.

Men’s Wearhouse will also introduce the new Snap 2D Try-on Technology solution at select store locations. The AR-based apparel try-on solution repurposes existing product photography to create a virtual try-on experience that visually moves on the customer to provide a sense of realism and personalization.

In addition, the retailer will relaunch its digital prom ambassador program this spring. Customers can download a QR code they can share with friends to use when shopping at Men's Wearhouse. Ambassadors will then receive $250 off their prom purchases for every six friends that use their QR code when shopping at Men's Wearhouse.

The company is also launching a new digital video campaign featuring teens of all backgrounds getting ready for prom in merchandise provided by Men's Wearhouse.

"At Men's Wearhouse, we dress our customers for the most important moments in their lives,” said John Tighe, president of Men’s Wearhouse parent Tailored Brands. “We are proud to serve as a longstanding resource for high school students preparing for prom and are excited to offer experiences in-store and online to meet them where they are. Everyone deserves to look and feel their best on prom night."

"The campaign aims to bring the emotional aspect of celebrating prom with friends to life," said Matt Repicky, senior VP/chief brand officer of Tailored Brands. "Men's Wearhouse understands the importance of inclusivity and has made it a pivotal aspect of our campaign. By rolling out the campaign across top social platforms including YouTube, Snap, and Twitch, we are connecting with a younger audience who are heavily influenced by social media and meeting them where they are."

David’s Bridal courts teens with prom program

David’s Bridal is targeting female prom shoppers by opening prom pop-up shops in the first quarter of 2023, ahead of prom season. In addition, David’s is unveiling Diamond Prom, a free loyalty program for high-school students. Customers can earn Diamond Prom points immediately after joining the program, which runs on a mobile platform designed to streamline sign-up, point tracking, earning and sharing exclusive offers.  

Founded in 1973 and a subsidiary of Tailored Brands, Men’s Wearhouse is the largest specialty retailer of menswear and rental product in the U.S., with more than 630 stores nationwide.

 

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