Men’s Wearhouse is enhancing its digital experience with the launch of Wedding Wingman, a digital tool designed to assist grooms and groomsmen in selecting the perfect look for the wedding day by providing inspiration and guidance for selecting wedding attire.
Wedding Wingman begins by asking a few simple questions about the wedding, then provides the couple with a range of suitable options that can be saved in the tool. It also can be shared with groomsmen to help keep track of who has their garments, and send reminders to anyone who hasn’t made their purchase or rental yet.
Wedding Wingman was piloted in select markets in September 2022 in response to customer feedback and insights indicating that nearly half of all grooms find the wedding planning process too difficult or time-consuming. During the pilot, Men’s Wearhouse saw significant customer time savings as shoppers used the digital tool to save several ideas and looks at home, which let team members quickly pull these styles for the customer once they visited in-store.
“As part of Men’s Wearhouse’s digital strategy and innovation, Wedding Wingman represents a significant step toward the company’s goal of providing customers with a seamless omnichannel shopping experience,” said John Tighe, President of Men’s Wearhouse parent company Tailored Brands in a statement. “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.”
The tool could help Men’s Wearhouse compete with David’s Bridal’s own planning platform, Pearl by David’s. That service offers more tools for planning the wedding as a whole through features such as connecting with vendors, while Men’s Wearhouse is more focused on apparel, but the launch timing of Wedding Wingman may enable Men’s Wearhouse to take wedding market share as David’s Bridal struggles with a Chapter 11 bankruptcy filing.