By Paul Pannone
More formal wear industry leaders say they’re excited about the approaching 2012 season, led by products, marketing, promotion and buzz created by FLOW formal with the Situation. eWedNewz continues our coverage talking with formal wear experts that have invested hard dollars to support a move to get tuxedos noticed. Many say the industry was plagued by bad publicity and a negative spin by media sources that felt tuxedos were old.
Gino Guarnieri (far right) makes smart choices for his tuxedo business. His decision to add Situation products by FLOW for next season was influenced by product innovation and consumer recognition created by the TV celebrity star.
Discussions with company owners can’t disagree with why tuxedos were getting such a bad rap, especially because of bad shopping experiences from retailers renting old merchandise.
“In today’s society consumers are much more educated than at any point in time,” says Gino Guarnieri of Geno’s in Lexington, KY.
Guarnieri cited the double-edge sword of consumers knowing about every aspect of purchasing but told eWedNewz the fix can be quite easy.
“Simply give them what they want, don’t lie to them and don’t overcharge,” he told eWNz.
According to Guarnieri style creation was the main reason why he invested in the Avalon. Guarnieri talked about the distinctive style and fit of the garment as a stand-alone reason to own the product. But he went one step further in commending FLOW Formal for collaborating with a hot property like the Situation, leveraging his reach to consumers.Guarnieri also reminded us of all the other facets of the FLOW organization, including the world-class brands they offer.
“Let’s not forget all the other things FLOW does right– like Ralph Lauren, Calvin Klein and Joseph Abboud. They’re very powerful brands; really, no tuxedo organization can be successful these days without branded merchandise,” he feels. Guarnieri gave especially high marks to the 2012 Ralph Lauren Line.
Guarnieri and other major tuxedo wholesalers like Jim’s Formal Wear in Trenton, Il, feel the Situation’s impact and mark on the business was a determining factor in ordering products for the 2012 season.
Gary Davis of Jim’s told eWedNewz, “It’s an investment we make as buyers to support manufacturers in anything new and innovative to help the industry. We always try to support and reward anything that gets tuxedos noticed and worn. We especially get behind programs that attracts a younger consumer.”
The Situation gave a personal shout out to Jim’s for the Chicago market creating buzz and excitement. According to FLOW more programs to create traffic and attention to stores that support their products are being developed. Jim’s and Geno’s join Paul Morrell as major wholesalers that carry the Situation, Ralph Lauren, Calvin Klein and all other FLOW products.
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