A growing movement that is reaching out globally is finally hitting the supposed organization that governs tuxedo rentals. Since 9/11/2001, the International Formal Wear Ass have acted as such, burying their head in the sand while the chance to insure the survival of an American Icon—the tuxedo—has slowly slipped into its current state.
A recent story where Bridal Guide VP and Fashion Editor, Jim Duhe asked, “Maybe you can explain why not one person in the tuxedo business is willing to challenge a bridal editor regarding proper formal attire for men? Pendly (The current IFA President) can't. The IFA itself can't. After Six hasn't. Lord West hasn't since Weinstein left. Now that Bob Bennett is gone -- well, you know the story.” Duhe’s frustrations are said to be spilling over to all points of the tuxedo world causing the political machine that is wounded but not yet dead to wonder what their next move may be.
Political posturing aside, there could be hope, as a new generation of clear-thinking formal wear operators are emerging. Dennis Schmidt, owner of Milroy’s formal wear in Waterloo, Iowa, read the recent eWedNews story quoting his peers. “I am behind this movement, 100% and feel it’s time for manufacturers to advertise new fashion products.” Schmidt told eWN how he feels formal wear is not dying but is severely hampered by the current economic environment. “I disagree and think things will improve when the economy does. But as far as advertising and becoming visible to the American consumer, I am with you all the way.”
Schmidt is a honest, hard-working business owner that is well-versed in tuxedo sub-renting and retailing to the customer. “We have our own stores and like when people used to come in looking for a particular product or brand. That has not occurred in many years because manufacturers have not been doing their part in promoting,” feels Schmidt. He is also a board member of the IFA and said he will use his influence to help the movement gain furthe traction, breaking the silence of the IFA.
Schmidt added he agrees with Gary Davis’ CEO of Jim’s formal wear's recent statements. “Gary was absolutely right when he said new styles shown and booked once the customer was “in the store” serve little purpose. We really do need to get customers excited and motivate them to visit a tuxedo store in search of new items.” Schmidt told eWedNews he plans to continue discussions with everyone that will listen to him. “I have already received calls regarding your coverage and everyone is on board with urging the manufacturers to innovate, not just in new styles but in their promotion.” Schmidt also agreed, along with Davis and a growing list of formal wear owners that a few pages in a bridal magazine, just for the sake of saying they did something, will no longer suffice.
Discussions with sales people of all the suppliers say they are already hearing the rumblings of the news and expect to hear more when lines break at major events in the coming weeks. Some wanted to know about foreign manufacturers interested in the market. “See if any of them are hiring,” said one weary sales person.
eWedNews
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2010
Posted on 07/29/2010
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