Men’s Wearhouse adds Snap AR lenses for virtual try-ons

Dive Brief:

Integrating more tech into its operations, Men’s Wearhouse has partnered with Snap to create augmented reality mirrors in stores in which shoppers can quickly visualize multiple styles, according to a company press release shared with Retail Dive.
Snap’s Apparel Try-On tool integrates retailers’ product photography into a personalized AR fitting room and uses computer vision capabilities to tailor the attire to each shopper, the company said.
With prom season approaching, the retailer is adding the technology to select stores. It is also launching an online video and social media campaign featuring teenagers of different backgrounds modeling multiple prom outfits, per the press release.

Dive Insight:

Men’s Wearhouse continues to expand its tech capabilities to help shoppers find their ideal outfits faster. Last week, the menswear retailer debuted Wedding Wingman, a platform that assists grooms and their groomsmen in selecting their wedding attire. With Snap lenses available in some stores, the retailer plans to broadcast its Snap campaign across YouTube, Twitch and other social media platforms in hopes of reaching a younger audience, Matt Repicky, senior vice president and chief brands officer of Tailored Brands, said in a statement.

“We’re excited to partner with Men’s Wearhouse to bring the magic of our AR outside of Snapchat into stores for shoppers to enjoy,” Jill Popelka, head of AR enterprise services of Snap Inc., said in a statement. “The process of finding the right outfit, especially for an eventful moment like prom, can be cumbersome. Our AR Mirrors make shopping more fun and fruitful, helping shoppers easily try new styles on, and share looks with friends for their input, giving them the confidence to feel truly prom ready.”

In addition to Men’s Wearhouse, other retailers and brands, including Gucci, American Eagle and Amazon, have used Snap’s AR technology to let shoppers visualize products ranging from shoes and jeans to eyewear. According to a 2022 survey Snap conducted with Publicis Media and Alter Agents, 80% of respondents said they are more confident in their purchases after using AR tools. Two-thirds of respondents said they are less likely to return their items after using an AR tool.

In a similar move last year, H&M also introduced smart mirrors in its fitting rooms at select COS stores, including a Beverly Hills, California location. At the time, the retailer planned to pilot the tool throughout the remainder of last year.