By Paul Pannone

Tuxedos were the topic of discussion in the Wedding Water Cooler today, continued from Coolies posting their thoughts from last night’s televised coverage of the 84th Annual Oscar awards in California. A round of applause went up in the Cooler and the rest of the tuxedo business for the growing use, positive press and attention being given to America’s favorite celebration clothes.

Calls from all over the country called for a positive story to proclaim tuxedos are back. Sorry to say a battle won does not win the war. The fact is the tuxedo business has a long way to go before the public– the real-age demographic that drives the business– finds it acceptable, seen in their father’s formal wear.

 It’s doubtful if the use of a velvet jacket at any social event will help the tuxedo business. There’s probably a greater chance it could hurt it.

Opinions from various specialists in other areas of fashion and wedding planning weighed in on tuxedos, giving what they feel were right looks from stars that are older than some of the planets. Everyone wants to believe tuxedos are back from a long dry spell but the reality is, they’re far from a recovery. It’s sad to say but most of the problems keeping tuxedos from recovering come from the very people who make a living from them.

Most of the tuxedo business does not update styling and inventory– period. The business in general does not give the consumer a reason to go to a tuxedo store and look for the latest and greatest style. When manufacturers try the rest of the business is too slow to react.

The last five years of decline and lack of innovation hurt the image of tuxedos and drove many consumers towards regular suits. Now, some formal wear Specialists are going after that lost business with– guess what?– suits. It’s a vicious cycle and an ongoing eWedNewz story in progress.

The greater tuxedo and bow tie use in January at the Golden Globe awards that continued last night in Hollywood is of course good for the business. Outwardly, it’s great to see people like Christopher Plummer (82) in a velvet smoking jacket but how does that really attract an age demographic (weddings) in their 20′s?

eWedNewz digs in deep and discovered:

“A Los Angeles Times study found that academy voters are markedly less diverse than the movie going public, and even more monolithic than many in the film industry may suspect. Oscar voters are nearly 94% Caucasian and 77% male, The Times found. Blacks are about 2% of the academy, and Latinos are less than 2%.

Oscar voters have a median age of 62, the study showed. People younger than 50 constitute just 14% of the membership,” according to the story.

In an ongoing eWedNewz investigation the tuxedo business and the people who wear them are aging at a faster rate than the age demographic that is willing to embrace their uses. Many consumers are turned off by the use of old, out-dated garments, swaying them towards alternatives. Some experts blame the lack of innovation.

“Tuxedo designers have a long way to go to come up with something that looks new and different.  I don’t think that double-breasted styles are the answer.  I do think that the Mad Men look would be interesting to pursue — narrow lapels,etc.  Someone has to focus on design innovation.  A great white dinner jacket would be a good start.

I don’t take traditional tuxedos for granted.  The trend could have just as easily evolved as business suits on the red carpet. Therefore, I’m thankful that it’s going in the right direction.  The tux is enjoying publicity in spite of itself.  I still think that if I were in the business, I’d be contacting stylists throughout the world with new design options.  Unfortunately, that means that someone would have to develop new design  options.  There’s the rub.

Just as I warned you a few years ago that bow ties would return, I’m now telling you that wing collars on shirts will return.  They won’t look the same as they did 20 years ago.  The collars will be stiffer.  It isn’t a huge change — but it’s a change.  Rental specialists should be pushing bow ties and also give instructions how to tie them.  It isn’t that the customer isn’t interested in changing.  The rental specialists don’t want to change.

I agree that there’s a war to be fought.  The war is between tuxedos and business suits.  Thank God for the awards shows.  If it were up to the various bridal editors (print and internet), rental tuxedos would have died a few years back.  The editors at Brides already have stated that rented tuxedos are “tacky.”   The problem is . . . there’s a war but only a handful of tuxedo people are willing to fight and most are using antiquated equipment,” says Women’s fashion expert, Jim Duhe.

Duhe, an avid supporter of the men’s formal wear category, could not help but agree with some of the facts surrounding the deterioration of the business. Duhe and other members of the WWC discussion group could not disagree tuxedo use at a gala event is expected and doesn’t call for a medal for dressing appropriately.

We’re glad that tuxedos and *proper bow tie use are getting the positive attention they deserve. We rather they get all the attention and use from every member of every audience where the occasion calls for formal wear. We agree that if a bride is wearing a gown her escort would look best if he is wearing a tuxedo. But we also support free choice. The fact is this season’s greater tuxedo use is a step in the right direction. But if the formal wear industry does not continue to innovate styles that connect with consumers, the business will continue to decline.

What do you say?

*Since there is no real standard, people are choosing whatever they want for their formal events.

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