By Paul Pannone
The launch of the Situation line of tuxedos in Las Vegas continues to raise awareness for the iconic but challenged uniform of success. Hundreds of thousands of consumers are finding out the tuxedo is reinventing itself to meet their updated standards and today’s reality; men do not want to wear their father’s tuxedo.
The newz should be hailed by everyone that stands to benefit from the efforts of the tuxedo business’ premier supplier, FLOW formal. But initial confusion, misinformation and reported sabotage attempts by competitors that cannot compete with FLOW’s scope, reach and capitalization, has some– not all– store owners on the fence.
Stories from news sources like gawker.com that jumped the gun and said,” Though it doesn’t launch until February, proms all over America have already been ruined by the promise of blinged-out cummerbunds and jackets with satin lapels and no sleeves.”
The initial reaction to the persona of the Situation’s character played on the popular MTV show Jersey Shore and incorrect information was propagated in the tuxedo community by competitors and pundits. But according to FLOW executives, nothing could be further from the truth.
A look at the entire FLOW-Situation photo shoot held in New York at the end of August shows images that are tasteful, fun yet formal by today’s standards.
Negative response by only a few tuxedo trade sources has so far been overshadowed by consumer interest– and orders from buyers. Some admit they may not personally like the Celebrity, the show, what they stand for or how they’re perceived but the tremendous buzz and attention has encouraged them to get on board.
FLOW veteran sales people confirm buyers are reacting to the publicity and say they’ve not heard or seen anything like this– ever.
The cast of Dynasty wore outrageous gown designs but the formal wear was classic for its time. After Six launched a campaign that linked the star power of the show and was among the most successful to date.
According to FLOW images of the Situation photo shoot are being approved and are set for release in the coming weeks. The company is also getting ready to re-launch www.tuxedos.com where the images can be downloaded and used for internet marketing purposes by accounts that carry the product.
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