Slow to React, Tux Stores Miss out on a great Marketing Situation

By Paul Pannone

The announcement about sold out Situation Tuxedo products in January sent store owners that did not react fast enough into a panic. Concerned calls to salespeople wanted to know if they will be able to raise stock position during season to meet the growing demand for Situation products, especially the hottest new coat, the Avalon.

Demand for all Situation products continues to grow, as we approach peak time. Millions of Facebook Fans and Twitter followers of the Situation are already aware there is a tuxedo product and expect to find whatever they want when they’re ready for it. For many, this is true; for others, it’s not.

Some are calling the Situation marketing campaign the biggest thing to happen to tuxedos in decades; creating demand that outpace products ordered, sold and made from a lagging tuxedo industry. Reaction of stores that under-bought say they are taking steps to insure they’re ready, knowing they will sell out. Many formed associations with wholesalers– places where tuxedo stores rent from– to make sure they’re covered for season. For everyone, plans to not discount are in place; some stores are charging a premium.

According to sources near the story, locations of where to find products are getting personal attention to make sure consumers get the real product and not imitations. Plans for more traditional marketing are on hold in favor of the growing success online.

Stores that bought sufficient amounts of product are part of a marketing campaign connecting consumers with how to find what they’re looking for. The program gets set to roll out in time for the season; tweeting out information of who is carrying Situation tuxedo products in their area. Sources familiar with the story say the power of Social networking drives the entire program.

Stores that didn’t get on board with the Situation got shut out of the Social Networking marketing driving the campaign.

eWedNewz will bring you the announcement by FLOW Formal, as full details become available.

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