Men’s Wearhouse is doubling down on offering an omnichannel experience in a brick-and-mortar environment with the opening of two newly redesigned Next-Gen stores, in Shenandoah, Texas — which debuted in September 2020 — and Buford, Ga.
The reimagined stores were developed in partnership with Nelson Worldwide and have been designed to support a seamless omnichannel experience, incorporating a range of new technology solutions alongside a modernized aesthetic featuring clean sight lines and glass and steel finishes.
Over the past nine months, Men’s Wearhouse parent company Tailored Brands says it has launched more than 30 new digital capabilities, including buy online, pick up in-store (BOPIS), contactless measurement and curbside pickup, all of which play into the new, connected brick-and-mortar locations.
Streamlined perimeter walls enable elevated visual merchandising of key items, and head-to-toe looks as well as designated zones organized by occasion help guide the customer journey. A visible back-stock area called The Vault is designed to help reduce inventory on the sales floor while at the same time providing store associates with easy access to additional product. The stores also feature newly designed fitting rooms adjacent to a lounge area.
In addition to the revamped store design, new technologies have been incorporated to enhance the customer experience:
- A contactless measurement tool from 3DLOOK uses AI to analyze two photos taken of a customer to determine clothing size. Men’s Wearhouse reports that it is the first menswear retailer to pilot the program in the U.S.
- A Digital Shirt Wall incorporated into the Shirt Shop section of the store features a touchscreen 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 associates bring the selections for them to try on.
- iPads are used to co-create custom garments, by casting images of the items onto a large-screen display during the design process. Customers can browse and visualize fabrics and style combinations while maintaining a safe social distance.
Men’s Wearhouse plans to use the Texas and Georgia locations to observe and gather feedback on the new design as the retailer looks to roll out enhancements across its fleet.
“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 of Tailored Brands in a statement. “Our knowledgeable sales team is known for delivering exceptional service to customers, individualized to their needs and specific style preferences. This long-term strength, combined with the exciting new technological advancements we are unveiling, demonstrates our continued commitment to service and innovation.”