Customer Service

Friar Tux AI try-on tool offers virtual formalwear shopping experience

Friar Tux's AI try-on tool allows customers to view a personalized visualization of selected suits and tuxedos, enabling comparison of different styles and color options without visiting a showroom.

Photo: Friar Tuck

March 24, 2026 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com

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The tuxedo has undergone more than a few transformation since it came into play as an elegant suit in 1865.

But while styles have changed over the decades one simple aspect hasn't — a tuxedo that fits well.

At Friar Tux, a 50-year-plus retailer, attaining that quest is being driven into the digital age with an AI-powered virtual try-on tool that lets tuxedo buyers upload a photo and receive a personalized tuxedo rendering in half a minute.

Friar Tux operates more than 24 showrooms across California and Nevada, as well as an e-commerce platform and is the exclusive formal wear retailer for the Michael Kors Performance Collection.

How AI came into play

The AI try-on tool allows customers to view a personalized visualization of selected suits and tuxedos, enabling comparison of different styles and color options without visiting a showroom. Customers can upload a photo and receive a personalized tuxedo rendering in half a minute.

The feature also supports wedding and group planning by allowing customers to review and align on formal wear selections remotely before finalizing decisions.

"At Friar Tux, we are always looking at how customers shop for suits and tuxedos. Many customers start their search online before scheduling their virtual or in-store appointments. We saw an opportunity to give people a better way to visualize styles earlier in that process," Scott Norris, president of Friar Tux, said in an email interview.

"The AI try-on technology allows customers to see how a suit or tuxedo might look on them before they finalize their selection, which makes the decision process easier and gives them greater confidence. It also helps reduce dependency on being near one of our showrooms and allows more customers across the country to discover the brand as we continue to scale nationwide.

Crafting the AI try on experience

The AI try on tool was developed in collaboration with a technology partner that specializes in AI-driven virtual try-on solutions, according to Norris.

"Our team worked closely with them to tailor the experience specifically for formal wear—things like tuxedo silhouettes, lapel styles, and color variations. We also wanted the technology to accurately reflect a person's body type, features, and skin tone in a way that felt natural. The underlying AI technology comes from that partnership, while the design of how it integrates into the Friar Tux website was a collaboration with our internal team, who understand our customer experience best."

From concept to launch, the process took a little more than a year. The biggest focus, according to Norris, was making sure the visualization felt realistic and helpful rather than gimmicky.

"Suits and tuxedos have very specific details — lapels, fabrics, proportions, and fit — so getting those elements to render accurately in an AI environment required a lot of testing and refinement. Our teams spent considerable time iterating on the output so the results customers receive in about 30 seconds truly help them compare styles and feel confident in their choices."

AI try-on features joins robust customer tool kit

The AI try-on is the latest customer-focused tool the family-owned formal wear retailer has deployed. Those tools include virtual styling sessions with professionals stylists, swatch programs, an online fit calculator, in-store appointments for personal service and free at-home rental try ons.

The tool reflects the retailer's commitment to crafting digital enhancements that complement its customer service strategy, according to Norris.

"Try-On with AI is part of a broader ecosystem we have built to support customers as they plan attire for their most photographed moments," said Norris. "The idea is to give customers multiple ways to explore options and feel confident in their selection — whether they're planning a wedding months in advance or getting ready for a single event."

Best practices in building AI tools

The AI try on technology was developed to help customers visualize formal wear earlier and more conveniently, said Norris, and such technology development should start with the customer journey.

"Technology should solve a real problem or remove friction from the buying process. In our case, the challenge was helping customers visualize formal wear earlier and more conveniently," he said.

Norris recommends that retailers pilot and iterate before a full launch.

"AI tools are powerful, but the experience needs to feel intuitive and accurate for customers. Finally, make sure the technology complements your brand experience rather than replacing it. For us, the digital tools support the expertise and service customers expect from Friar Tux."

Customer feedback, response

Friar Tux is publicizing the AI tool via several channels, from its website to email, advertising and social media. Shoppers are discovering it naturally as it's integrated into the shopping experience, said Norris.

"We are absolutely tracking engagement and feedback, even though it's still early. Initial reactions have been very encouraging. Customers appreciate the ability to visualize styles quickly and share options with their significant other, wedding party members, and friends before making a decision. When people save or share those images with others or post them to their social networks, it can also introduce the Friar Tux brand to new audiences in a very natural way."

About Judy Mottl

Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.

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