Dear Tuxedo Manufacturers,
For so long you have been the staple of men’s formal wear.Â As the bread and butter of the industry, you played it safe in this economic downturn and saw no need for innovation with your fashions, marketing, and business strategies.
Yet your complacency is catching up with you.Â You’re no longer the bread and butter; you’re becoming a moldy old loaf in danger of being tossed out.Â You face becoming not only unneeded, but unwanted.
With no new styles and no new merchandise, you are being replaced.Â While girls still covet the latest trends in formal dresses, guys now opt for a more casual and stylish approach. As Alex P., a high school Senior from California, put it, “Tuxedos are boring.Â I prefer the look from my own closet – black jeans, cool looking shirt, tie and black jacket – the perfect ‘tuxedo’.”
We hope you take this criticism as constructive because that is its intention.Â We are not trying to beat you down.Â We are merely attempting to motivate you because barring some Christmas miracle, it is up to you to save your withering industry.
We consumers still feel that nothing is more handsome than a man in a tuxedo, but only when it is modern and stylish.Â Please listen to the needs of your changing consumers and adapt to the new market and new economy.Â Try responding to our preferences with a new ‘casual’ tuxedo.Â Partner with hip designers such as Vans, Zoo York, and Quicksilver.Â And most importantly, provide retailers with high quality, visually stimulating images for advertising.
Please take these suggestions to heart because the status quo just won’t do. We can get along without you, but we’d hate to see you go.
Note: This letter was prompted by the discovery that tuxedo manufacturers are releasing no new styles and trying no new business strategies for 2010, even though many face closings, mergers, and acquisitions. If you would like answers from an industry expert, please contact Paul Pannone from 1800MyTuxes.com.
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