MEN’S WEARHOUSE UNVEILS WEDDING WINGMAN, AN ONLINE CONCIERGE FOR GROOMS

Men’s Wearhouse has launched “Wedding Wingman,” a digital tool designed to assist grooms and their groomsmen in pulling together wedding wardrobes. Wedding Wingman streamlines the wedding planning process by providing grooms and their partners with inspiration and guidance for selecting the ideal wedding attire. The program was tested in a pilot market last September and is now available in all 630 Men’s Wearhouse stores. The tool was created in response to customer feedback and insights indicating that nearly half of all grooms find the wedding planning process too difficult or time-consuming.

“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 conducted extensive market research that helped inform product development for the tool’s user experience. During the pilot, the team saw significant customer time-savings in test markets. Those who used the digital tool saved several ideas and looks at home, allowing the team to quickly pull styles for the customer once they visited in-store.

Wedding Wingman asks the engaged couple a few simple questions about their wedding and then provides them with a range of suitable options that they can save in the tool. Providing an assortment of choices is important as customers prioritize convenience and one-on-one service when shopping for wedding apparel.

The tool helps busy grooms manage the wedding party, too. Wedding Wingman makes it easier for grooms to track who in their wedding party has obtained their garments and gives them the ability to send friendly reminders to those who haven’t.

Suzanne Scott, SVP of Digital for Tailored Brands, oversaw the strategy, development, and execution of the platform for Men’s Wearhouse. She says that grooms can easily find the tool on the store’s website, complete the “light, easy quiz,” and then bring an easily scanned QR code from their phones to the store for in-person guidance. “The salesperson scans the code with a tablet and can use that data to understand exactly what the happy couple is looking for. That information can then be shared with other stores so that if, for instance, a member of the wedding party lives in another city, it’s easy to fit them with the right suit or tuxedo.”

Scott points out that the new service will be highlighted by vignettes in-store, as well as on the website.

“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. 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.”

Men’s Wearhouse’s stores are a real competitive advantage in providing customers with the best possible experience. The company’s stores provide personalized advice on the type of look that is right for each customer’s specific occasion and tailored garments that ensure the perfect fit.

Wedding Wingman provides customers with inspiration and helps them establish what they are looking for, making the in-store process even smoother and faster for the customer. The tool brings the personalized service and expertise a groom gets from an in-store expert to an online experience that’s available 24/7.