The slow and steady demise of an American icon, the Tuxedo, continues to become clearer despite the objections of over-enthusiastic supporters. For over a decade we’ve been watching the decline of the business that was exacerbated by the terrorist acts of September, 2001. For a myriad of reasons including the lack of leadership, consumers continue to shy away from tired looking garments that have become worthless.
New data that supports an eWedNews story involving the slow death of tuxedo rentals says demand for rentals has declined nearly 5% (4.6%) from 2009 according to WE TV Network's Wedding Report. Data surrounding the decline shows a higher demand for the purchase of non-formal wear attire for men.
“This is a real shame to hear but I am not surprised. For years I’ve been saying that because there has been no real effort to reach consumers with the ‘idea of tuxedos’ they’ve simply fallen off the charts,” according to Jim Duhe of Bridal Guide Magazine. Duhe has been an avid supporter of the men’s formal wear category, stressing the importance of upgrading systems, styles and effective advertising—not only in print ads but in general.
Detailed discussions with manufacturers continue to show their headstrong dedication to product and not promotions. Collectively the entire advertising budget is miniscule when compared to other categories. Discussions with Gino Guanieri of Geno’s Formal Affair in Kentucky said, “We spend so little on tuxedo promotions and I’ve found this out after going into the dress business."
The highly respected concerns from Gino were expressed to formal wear manufacturers this season but once again fell upon deaf ears feeling they could simply update a product's lapel and outrun competitors without spending a dime on promotion. The state of the tuxedo industry is felt to be in a much debilitated state with no real plan for recovery.
Leadership that continues to fall behind the decline of the business feels the belief in hard work, magic fairy dust and high hopes for the future can somehow be a remedy. Statements given by an IFA board member after the last tuxedo article by Dennis Schmidt of Milroy’s in Iowa said his company is not only surviving but thriving in his market. “What are you talking about? We’re doing great here!” Schmidt agreed to be interviewed but offered no real solutions. In fact, he ended up agreeing with a majority of what eWN reported. He feels the recession is the major reason why tuxedo rental demand has decline and is confident the demand will recover when the economy does.
In the meantime major manufacturers are being watched, as resources diminish, new styling suffers and an effective campaign to reach consumers remains non-existent.
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2010
Posted on 07/08/2010
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