M&S puts extra support behind men's wedding suits

By

Nigel TAYLOR

Published
Jul 9, 2021

Here comes the groom. With post-pandemic wedding fever set to grip the UK, Marks & Spencer has launched bookable group suit fittings ahead of the peak season.

Twenty five of the biggest M&S stores are now offering bookable suit-fitting, including for groups, as final restrictions on weddings are expected to ease on 19 July in England.
 
The service introduction, which follows a trial in five Scottish locations, includes walk-in styling sessions alongside new virtual options.

It said the new service comes as M&S menswear “continues to pivot its formal offer – redefining smart for a post-pandemic wardrobe, while remaining a ‘go to’ for suits”. 

“This service allows men the convenience of booking a slot for suit styling and fitting, an option that wasn’t available pre-pandemic”, M&S noted. 

Already with an “extensive” suit offer and as part of its digital stores programme, M&S introduces its online consultation service featuring immediate video calls and virtual appointments, both available on its website.

These sessions take place with experienced M&S menswear staff and follow the successful rollout of video consultations for bra fittings and furniture shopping, it said. 

Customers fill in a short form ahead of their appointment, allowing the fitter to prepare some options in advance “making the service seamless and convenient”. 

As well as exploring different styles and trying on various options, customers are measured “so they can purchase with complete confidence that it’s the correct size”. 

“With the option to attend as a group, the service is expected to be particularly popular with grooms and their wedding party. Since restrictions have eased, M&S has been playing into the upcoming wedding season in a number of ways – including an ongoing ‘Groom Goes Free - Buy 3 Suits, Get the 4th Free’ offer.

So far for this wedding season, M&S said the ‘Linen Miracle’ line offer and the ‘£99 Stretch Suit’ have been customers’ favourites.

And while the service is centred around suits, it also gives the retailer’s online and in-store services the opportunity to introduce customers to “more casual items alongside formalwear and how they can be dressed together”. 

M&S Menswear director Wes Taylor said: “As restrictions have eased customer interest in suits both online and in-store has picked up. We know our customers will be dressing more casually in the future which is why when they do purchase a suit – be it for a wedding, the races, a prom - we need to make it even easier, with services like bookable in-store suit fitting or our new online video consultations”. 

He added: “Alongside our suit offer we also continue to focus on offering easy-to-wear, stylish smart clothing that can be worn in lots of different ways – ideal for those who are beginning to think about what to wear for a return to the office”.