Tailored Brands is merging its digital and physical shopping channels in a new way.

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The parent company of Men’s Wearhouse and Jos. A. Bank is partnering with startup Hero to connect online shoppers live with expert sales associates who are in physical stores. The experiences, called Men’s Wearhouse Live! and Jos. A. Bank Live!, are set to launch this spring.

The technology will enable both brands’ online customers to access live guidance from in-store wardrobe consultants that feature shoppable content, such as imagery, chat, and live video. They will also receive answers to their questions, advice on what to…