• by Sarah Mahoney  @mahoney_sarah, June 11, 2015

As part of its ongoing effort to stay relevant to its younger shoppers, Macy’s is pushing into new specialty territory, announcing a tuxedo-rental partnership with Men’s Wearhouse and an exclusive collection with Dormify. And it’s also developing a partnership with zTailor, an online network of tailors, offering alterations for men and women who buy clothing online.

The Men’s Wearhouse deal targets the wedding and prom market, with the specialty retailer opening licensed tux rentals in 300 stores, and staffed by Men’s Wearhouse formalwear experts.

“We see weddings and special occasions as strategic growth opportunities for Macy’s,” says Tim Baxter, Macy’s chief merchandising officer, in its announcement.

The Cincinnati-based retailer says it hopes to have 17 Macy’s Tuxedo Shops open this fall, with a full rollout in 2016. A collaborative digital tux rental shop is also in the words for Macys.com.

In its arrangement with Dormify, Macy’s is wooing the college market, and the collection marks the first time Dormify products are being sold in physical stores. Macy’s says it plans to promote the new line, which starts at $30, through an extensive social media campaign with the #mydormifystyle hashtag.

And in another effort to reach its increasingly digital younger customers, the company is experimenting with alterations for clothing purchased online in both its Macy’s and Bloomingdale stores. Working with zTailors, which calls itself the first-ever nationwide on-demand digital tailor, it’s offering in-home alterations in the Los Angeles market, and intends to expand the test to New York, San Diego, and San Francisco this fall. Washington, Oregon and Florida are next, with full availability expected this fall.

Macy’s is the exclusive department store partner for zTailors, started by George Zimmer. (Zimmer founded Men’s Wearhouse and was its chairman until his 2013 ouster.)

After buying something online that might require tailoring, customers click to request an alteration, and once the clothing is delivered, a tailor, pre-certified by zTailors, comes for an in-home or office fitting. Alterations are completed within a week, and pricing is comparable to alteration fees in its brick & mortar stores; any do-overs are free.

“Our online customers can receive the same professional and personalized service they have come to expect from our stores,” says R.B. Harrison, Macy’s, Inc. chief omnichannel officer, in the release. “For those customers who prefer to purchase online, this is a convenient way to look their best at a fraction of the cost of custom clothing.”