By Paul Pannone
2012 will be remembered as the year tuxedos were reinvented– not by the narrow-minded People of the Tux– but by women dress makers and a TV personality. After years of decline the sale and use of tuxedos are on an upswing, attracting foreign manufacturers and other interested investors that hear the buzz and look to capitalize on the resurgence.
Updated fit, new fabrics and stylish innovation get the credit for the upswing, led by manufacturers that use their tailored suit division intelligence and are able to quickly update silhouettes for a consumer no longer willing to wear his father’s tuxedo.
According to Google searches for the term “tuxedos” and related terms have been in decline since 2006. But current related tuxedo searches are up significantly at this time of year.
Internet searches hitting eWedNewz stories about tuxedos continue to grow in peak demand times. Searches for Vera Wang tuxedos are gathering attention, fueled by gown sales at David’s Bridal. Brides that buy Vera Wang dresses are directed to Men’s Wearhouse for the formal wear– a natural choice.
The popular Tony Bowls dress brand was used by Jim’s formal wear to create a Tony Bowls tuxedo that also sold well and is renting for prom. Again driven by dress sales, the emotional connection is a natural transfer from female to male escort.
The tuxedo talk of the season came from the Jersey Shore TV celebrity, the Situation, who promoted the line. Sources like TMZ, MTV, MSNBC and countless other news sources created a media event for the line. The orders and production for the number one new tuxedo for 2012, the Avalon, was cutoff, creating an even higher demand for the product.
So what do all these new tuxedo brands have in common? The same people who make Calvin Klein, Ralph Lauren, Joseph Abboud and other retail brands– FLOW Formal– make the garments for Vera Wang, Tony Bowls and the Situation.
Fashion sources say they’re not surprised at the growing buzz for tuxedo use. Expert, Jim Duhe, told eWedNewz;
“Interest in Vera Wang tuxedos is growing. Why? Was there some type of divine intervention? Did an arch angel come down from the sky and suggest that people should search the internet for Vera Wang tuxedos? Did the compulsion to search for Vera Wang Tuxedos come to people in dream form?
Maybe you’ve noticed that Vera Wang tuxedo ads now are included in all major national bridal publications. The campaign is modest — spreads in each issue. No retail locations are specified on the ad. However, readers are directed to go to the Men’s Wearhouse web site. Interesting.”
The rise in interest for tuxedos sparks interest from manufacturing and licensing organizations that want to get into the tuxedo business but admit they know very little of where to begin. Most don’t realize the cost involved and quickly back away when they find out what is involved.
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