Men’s Wearhouse Debuts First Digital Concept Store

Need to Know 

• Men’s Wearhouse has opened a new digital-focused concept store that features interactive technology for hands-free fitting and measurement.
• The reimagined store comes in the wake of a pandemic-induced bankruptcy from the retailer’s parent company Tailored Brands.
• Since the onset of the pandemic, a number of stores have reimagined their retail concepts to better serve the evolving needs of their customers.

Analysis

Fashion retailer Men’s Wearhouse has opened a new concept store that includes digital elements and features a more contemporary design. The first of the new omnichannel retail locations is a 3,000 square foot store in Shenandoah, Texas. 

The new-and-improved Men’s Wearhouse store features interactive technology, thanks to a touch-screen tablet, for hands-free fitting and measurement. The tablet also allows customers to add items to a virtual fitting room, which notifies employees to bring the customer’s selections to a real room. 

The new store also features The Shirt Shop, a modern shirt display wall that simplifies the shopping experience for both customers and employees, as well as a personal shopping area called The Vault. 

The omnichannel experience also aims to be more COVID-19 safe, opting for new in-store and curbside pickup options. 

“The new store experience provides a more omnichannel offering by elevating digital tools and services to connect in-store, on-line, and beyond, leveraging enhanced service and selection, customization, and buy-online-pickup-in-store opportunities,” said Robyn Novak, VP, national retail practice leader, Nelson Worldwide, which partnered with Men’s Wearhouse to create the new concept.

Like many retailers, Men’s Wearhouse was hit hard by the pandemic and the sudden shift away from the need for workwear. In July, the fashion retailer’s parent company Tailored Brands filed for bankruptcy. Tailored Brands’ four retail brands will continue to operate through a $1.5 billion debt restructuring process, which for Men’s Wearhouse includes a new digital approach as well as more modern menswear. 

“We know that menswear retail is changing rapidly, driven by customers that are digitally connected, in control, and expecting zero friction as they seamlessly engage in digital and physical environments, often simultaneously,” said Carrie Ask, chief customer officer for parent company Tailored Brands. “In addition to broader retail industry shifts to online, as well as personalization and customization, menswear customers are changing the way they dress, how they engage and shop and what they expect from a brand.”

A number of retail brands have been shifting towards a more digital-focused shopping experience in the wake of the pandemic. 

Nike, for example, in July launched the first in a line of new concept stores called Nike Rise in Guangzhou, China. The store focuses on digital engagement by alerting app users when they enter the store and sharing live events that will take place within that location. The shop also features digital technologies like Scan to Fit and Scan to Learn. 

Retail giant Walmart has also been modernizing its stores with digital features this year, now offering self-checkout kiosks, contactless payment options, improved in-store pickup, and even mobile cake design. 

And office supply retailer Staples has reimagined its store concept to serve as a hybrid coworking, podcasting, and event space, also offering print and marketing services.