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Dive Brief:
- Online tuxedo and suit rental company Generation Tux has opened its first brick-and-mortar showroom in Columbus, Ohio.
- The showroom will feature the brand’s Fit Model, which uses data and artificial intelligence to understand a customer’s measurements and desired fit, according to a company press release. The brand also offers a Look Builder, which helps consumers pair their rentals with accessories and socks, as well as its Color Recommendations system where customers input desired accent and highlight colors to be matched with products that fit their intended look.
- The Columbus showroom at 912 N. High Street will be followed by a second location opening in Chicago. The brand plans to open more locations in the first half of 2024 in major U.S. cities, including Washington, D.C., Dallas and Phoenix, founder George Zimmer said via email.
Dive Insight:
Generation Tux’s Columbus showroom will serve as a hub for local wedding planners and community events, and will offer customers the opportunity to work with stylists who can provide advice and style consultations.
“Our Columbus Showroom is set to become a cornerstone in the local retail landscape, offering a different level of personalized service and technology to the industry all in one place,” Jason Jackson, president and chief operating officer at Generation Tux, said in a statement. “We are thrilled to unveil a space where couples and event planners can discover not only the perfect fit but also curated looks and expert advice to make their special day truly memorable.”
The showrooms take Generation Tux’s products offline, allowing customers to touch and feel items in person. The company’s products are private label, “which allows us to offer better quality products at a better price,” Zimmer said.
Generation Tux was founded in 2014 by Zimmer, the driving force behind Men’s Wearhouse, who launched that chain in 1973 and helped build it into a national franchise before being fired in 2013 over disagreements on the direction of the company. After that, Zimmer was “ready to shake-up the men’s fashion industry with an innovative way to rent,” according to the company website, thus leading to the creation of Generation Tux.
The menswear market, however, has faced challenges in recent years. Tailored Brands, the parent company of Men’s Wearhouse and Jos. A. Bank, filed for bankruptcy in 2020. Soon after exiting Chapter 11, the company ran into liquidity problems and legal fights.
But Zimmer believes Generation Tux’s integration of tech within the shopping experience will differentiate itself from its competitors.
“Generation Tux distinguishes itself from competitors like Men’s Wearhouse and Jos. A. Bank by creating a high-tech/high-touch experience for our customers,” Zimmer said. “We have built our business around customer service. This is something we believe our competition has lost sight of.”
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
