The Menswear Market Is Going All In On Experiential Retail

When men enter one of the 13 Alton Lane showrooms sprinkled across the country from Dallas to Boston, they are faced with options extending well beyond the look of the bespoke suit they are there to buy. Would they, for example, prefer to sip on a bourbon or a hot tea before stripping down to their skivvies and stepping into the 3D body scanner that will take their measurements? Would they like to select a Migos track to play while discussing lapel width or is it more of an Ariana Grande type of day? Do they want to just put the whole suit business on hold for now, tuck into a side room and play some cards with their bros while someone else gets their inseam checked by lights and sensors? “It’s not just the clothes that are tailored for you,” explains Alton Lane co-founder and CEO Colin Hunter. “It’s actually the experience that’s tailored for you.” Read more at Fashionista.