TUG OF TUX

Posted on: June 21st 2011 | Filed under: Agency News • Marketing | Comment on this post

Reigniting The Face of Formalwear

Smart and sophisticated. Successful and accomplished. Traditional and timeless. Evenings and oh so formal. Dapper and oh so cool.

Just a few of the feelings evoked when you think of a tuxedo.

Weddings, prom and special events.

Long were the days that each of these life events called for a tuxedo.

Where would one go to find a tuxedo, in the day?

A specialty store of course.

If one was in search of tuxedo one only look to the long standing neighborhood expert (service & knowledge) for style (fashion), fit (tailoring) and value (a fair price).

Over the past 10 years there has been a consolidation within the industry. We’ve gone from the locally owned and operated formalwear retailer to national chains voicing in on the formalwear rental business. There was time when brand Gingiss ruled. The early 2000’s saw Mitchell’s become Afterhours. Gingiss bought up west coast Gary’s all of these brands were swiftly taken over by The May Co. & David’s Bridal. What could be next? In 2008 Men’s Wearhouse rocked the industry by buying Afterhours and branding MW Tux. It didn’t take long for MWT to fold back into the Men’s Wearhouse…(and Tux). 2011 has emerged yet another player, Jos. A. Banks. The media tell us that while these big national guys have your attention with casual menswear why not grab a hold of the formalwear rental market. After all complete jeans to tux menswear translates easier under one roof.

What is it about formalwear rental that is turning the heads of these major players?

Let’s look at the a snapshot of the business, today….

The wedding cycle.

First comes love, then comes engagement, next comes the gown, the date, the bridal party, the hall, the invitations, the music, the photo-videographer, the honeymoon and then….

“honey, did tell your groomsmen’s about the tuxes”

Did you hear that voice?
Nine times out of ten it is the voice of the bride telling her groom, it’s not only time but this is what you and your guys will be wearing.

Let’s back up the bus a little. Nowadays it’s trendy to break tradition and express yourself with your wedding. Make a statement.
Sandals on the beach. Suits and an open collar. Enter casual man. No need for a tie or a jacket to compliment my brides $2,000 + gown. Who cares what our wedding album may look like in ten or twenty or fifty years.

Thanks to youtube we’re starting to see bridal parties break into organized dance as they make their way down the aisle. Very entertaining.

Are these tends or is this the new normal?

How do we become relevant again? How do we take all the assets of formalwear and make it trendy to wear / rent tuxes again?

More importantly, formalwear experts-the place that specializing in life’s celebrations.

Weddings, Proms and Special events aren’t going away.
The market is there. The market is life events- these are pillar moments. Our job is to untie this knot and breathe energy, excitement, and tradition back into the business of formalwear. Create a relevant message that resonates with today’s audience. A message that links to these life events.

BRAND NEW OLD FASHION TRADITION.
Tug of tux. How do we make tradition meaningful? How does Savvi take the lead and claim ownership as the formalwear / special events experts? How do we ‘marry’ these two vital pieces together and own them in the minds of the consumer?
It’s a tall order. It’s a cultural shift.

There have been a few ‘things’ that have powered trends and change of heart.

Ronald Regan did it when he entered the White House after the Jimmy Cater era.

Nike changed advertising in the 80’s

Apple did it and continues to do it.

Madmen has been doing it by bringing back the slim fit and the coolness of the sixties.

Cadillac has not taken their foot off the gas in transforming their brand from the old luxury status car my grandfather drove into a pretty hip and contemporary brand. They innovated and engineered a popular SUV the unthinkable truck made it kind of hip to own a Cadillac again.