Men's Wearhouse launches new concierge tool for grooms

Steven Loeb · April 17, 2023 · Short URL:

Wedding Wingman assists grooms and their groomsmen in selecting their wedding attire

While most people most likely still think of weddings as being the woman's domain, those notions are probably outdated at this point; in fact, a survey from 2013 found that more men said they found wedding planning to be the most stressful life event than women, 23% to 16%. 

In order to take some of that burden off, Men's Wearhouse announced the launch of a new digital tool on Monday, which is designed to assist grooms and their groomsmen in selecting their wedding attire by acting as an online concierge service. 

Called Wedding Wingman, it works by having the groom takes quiz, asking questions such as what season the wedding will take place in to suggest the best fabric to wear, the wedding theme, the formality, the dress code, the groom's aesthetic, and the colors they want. After that they are assigned a Style Summary and recommended looks based on their answers.

Users are able to save as many looks as they would like, which are added to their Virtual Closet; they can be accessed via their own QR code and shared with a Men’s Wearhouse Wardrobe Consultant. Grooms can also schedule an in-store appointment to get fitted by one of Men's Wearhouse's Wardrobe Consultants, who can access their saved looks via the same QR Code.

In addition, Wedding Wingman also allows the groom to track who in their wedding party has obtained their garments and gives them the ability to send reminders to those who haven't.

Wedding Wingman was first introduced in a pilot in September 2022 in response to customer feedback, during which the company says it "saw significant customer time-savings in test markets," and that users "saved several ideas and looks at home, allowing the team to quickly pull styles for the customer once they visited in-store."

The tool was made available nationwide in all Men's Wearhouse stores beginning on April 6.

"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, a retail holding company for various men's apparel stores, including the Men's Wearhouse.

"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."

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