By Paul Pannone

The decline of the tuxedo dates back over a dozen years when sales and demand hit an all-time high for the millennium celebration. Couples that wanted to wed in 2000 spent enormous amounts of money to make their affair elegant, tasteful and formal. But since the peak and the effects left by the events of 9/11, wedding events became less formal– if they were held at all.

Since 2000, every wedding product and service suffered decline and struggles to regain footing. Studies show spending slowly rebounding but only in core items. It will take a full, cooperative effort to bring some items back from the brink of extinction. But there are some that say it’s possible.

Bow ties are back, used in an increasing number of photo shoots for the 2012 season.

Philip Cornier, a wedding industry veteran, says things are changing. “You can’t keep doing the same things that haven’t worked for so long and expect different results; it just doesn’t work that way. Couples getting married today are a bit older but a lot smarter. They’re not taken in by sales pitches or inferior products. They know what they want and have every means available to find what they’re looking for,” according to Cornier.

Since leaving Bridal Guide after ten years and a stint with Fashionable Bride, Cornier is leveraging relationships he’s made in his career in the bridal business. “With my 12 years in the industry I honestly can say I am so proud of my work on this shoot and I genuinely feel that the brides are going to love it,” says Cornier. His association with Bridal Guide enabled Cornier to learn the business from the traditional aspect but always updating information with the latest trends.

“People in the business move too slow; by the time they react to the changes, things have changed again, so they’re always chasing butterflies,” according to Cornier.

Cornier’s perspective and ideals shown in some of his latest projects include imagery used in launching Magnolia Bridals. Cornier was adamant about certain aspects of the photo shoot, particularly in the men’s formal wear looks. He insisted on the use of bow ties, over the long tie.

 

Philip Cornier takes the best of tradition and transforms the look into a new, fresh approach sought after by today’s consumer.

“Phil’s decade at Bridal Guide provided a well-rounded education — from working with retailers to working with manufacturers — from working with print to working with web sites and electronic media — from developing creative campaigns to conceptualizing video profiles. Great things seldom happen by impulse but instead occur by learning from a series of small things that come together to create a new beginning. Phil learns and grows from each experience,” according to Jim Duhe, Cornier’s long-time associate and mentor at Bridal Guide.

Both Cornier and Duhe are proponents of men’s formal wear and believe the tuxedo is in the throes of a renaissance. A growing list of supporters, led by major gown manufacturers, including Mon Cheri, feel inclusion of men’s tuxedos in photo shoots will not only enhance their own campaign but bring a new level of awareness to the tux.

“It makes perfect sense and I applaud my competitor’s decision to use tuxedos in whatever they do. The tuxes– especially the better branded ones that everyone associates with– add to the shot. The focus is still on the gown because that’s what the bride sees. But every time she looks at the picture, she understands tuxedos should be part of the day. Who wants to see a suit next to a beautiful dress? It just doesn’t make any sense,” feels Cornier.

According to Yahoo Finance,”  The formal wear and costume rental business is a surprise entry on the list. After all, high school kids continue to need fancy outfits for prom and Halloween rolls around every year.

Why the decline: An influx of cheap alternatives from abroad is the culprit again, with more cost-conscious Americans opting for disposable options each year. Purchasing, rather than renting formal wear is apparently also on the rise, but there is one tiny bright spot for the sector. “The tuxedo rental segment will keep the industry afloat,” predicts IBISWorld, “because consumers are still likely to prefer the tuxedo rental service.”

• Decline in revenue last decade: -35.0 percent.

• Forecasted decline in revenue in the next decade: -14.6 percent.

• Forecasted decline in the number of establishments next decade: -17.2 percent.”

The numbers that look backwards do not look good but we’ve said this since 2001. However, a stronger lineup of manufacturers, led by FLOW, armed with famous brands including Calvin Klein, Ralph Lauren and Joseph Abboud are moving the needle in a positive direction. The company has already committed to campaigns that are reaching consumers. Strategic partnerships and alignments to offer new, fashion formal wear for photo shoots will also drive consumers into store that carry the featured products.

eWedNewz will continue to keep you posted on FLOW and the rebound of the tuxedo.

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