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Dive Brief:
Men’s Wearhouse is partnering with universal gift registry platform MyRegistry.com, the company announced Tuesday. The retailer wants to bring a seamless gift list experience to customers ahead of events like graduations and weddings.
The gift list is searchable and shareable for family and friends to shop from. With a gift list, users can receive notifications when items are purchased and customize how gifts are displayed.
MyRegistry.com has partnered with over 1,800 retailers, according to the release. The tool serves as an app, website and browser extension. The registry platform has a universal sync component to allow users to sync store registries from multiple retailers.
Dive Insight:
As Men’s Wearhouse works to enhance its customer experience, a gift list registry is another way the brand may build out the customer journey.
“Gift lists are a key component to every life milestone,” MyRegistry.com CEO and founder Oded Berkowitz said in a statement. “This partnership extends the convenience of letting people know what you want into men’s apparel, an underserved vertical.”
Tailored Brands, parent company of Men’s Wearhouse, emerged from Chapter 11 bankruptcy in 2020. Tailored Brands cited the pandemic for its bankruptcy, but challenges specific to the menswear segment persisted. As consumers continued to dress down in their daily lives, retailers like Men’s Wearhouse and Brooks Brothers took a hit.
Last month, Tailored Brands hired a chief customer officer to create personalized brand experiences and build customer loyalty across its portfolio of retailers, which also includes Jos. A. Bank, K and G Fashion Superstore and Moores. Whit Alexander stepped into the role with past executive leadership experience from Best Buy and Target.
This is not the first time Men’s Wearhouse has worked to create digital touchpoints with its consumers. In 2023, the company introduced the Wedding Wingman as a digital concierge service for grooms and groomsmen. Customers answer questions and the tool recommends wedding looks to then be saved in a virtual closet.