WHO’S ANSWERING YOUR PHONES?

How many times a day is the phone ringing in each of your stores? Are ONLY the customer’s questions being answered? How late are you open? Are you nationwide? What are your specials? The quick and often many too curt answers are 8, no, and check the website! Witnessing an answer that even slightly resembles these makes you cringe knowing the dollar value of potentially lost weddings. How many times have you called a business yourself and hung up the phone vowing never to set foot in their door? A contact phone call is the beginning of a relationship with your customer. The polite delivery of the requested information and a simple lead question in return, many times results in a decision on your caller’s part. That decision will be to establish a relationship with your business, or move on. The answer to “Are you nationwide?” could be a friendly “Absolutely, all tuxedo rental stores are part of the formalwear industry. There are thousands of great formalwear stores located all across the country and around the world that would be happy to measure your out of town guests. Is there a particular location where someone lives? I would be happy to look up the name of the stores in that area.” To keep your callers from moving on will, of course, depend on their personality and needs. We cannot change them, only their perception of us! This is one of the best opportunities to employ the golden rule. “Do to others as you would like done to you.” What are you looking for when you call a business? Many callers want quick thorough information and to be educated to make a decision on their own. Keep this in mind when the phone rings and be prepared. There are many correct approaches and guidelines that should be given to your employees on how you want each call handled. Many businesses try to book an appointment with the bride and groom at this time. Others choose to inform the potential customer of how they do business and invite them to stop in. However you choose to encourage your employees to handle calls, a quick discussion this time of year can mean $$$$ later on.

WHAT ARE YOU DOING TO COMPETE?

Every source for marketing and business advancement tells you to learn from your competitor. Are you aware as you need to be? What does your market need that a fellow store owner across the country has working for them? If a business is going to remain strong they need to know what they can do better than their competition. This is not the big guy verses the little guy or bridal shop against tuxedo store; it just has the flexible operator open to necessary change. Take a little time to evaluate their strengths and weakness to know where you can improve by asking yourself a few questions: Why is this even important? It is important to seek information about your competitors and use it in making your business decisions. Knowing what others are doing helps you to evaluate your own performance. What are you doing that tops everyone out there? What are they doing you could also do, and do better? Many times an approach they choose to market themselves can be used in the opposite to your advantage. If they are emphasizing price for instance what can you offer in service or selection etc? Do we get stale or complacent in approaching new potential brides and grooms? What do they offer? How do their products and services compare to yours? Are there different features you could incorporate into your own? Most brides and grooms are not just buying into the tuxedo or service aspect alone, they are entering into a trust relationship with your business. What will you promise? What will you deliver? Can you offer simple services like hotel pickup if prearranged for example? What is their pricing policy? We all know most wedding couples will usually consider your price in relation to the competition, yet less is not always more! Making them aware you work to remain price competitive while offering service that surpasses all others increases the value of your product. In raising the bar we all win! How are they promoting themselves? This merits a much deeper discussion, and is one of the most pivotal reasons to understand what works for others. What kind of organization are they? The way in which your competition organizes their operations can provide valuable information that you can turn to your own advantage. How does their company differ from yours? How have they set themselves up to meet customer needs? Are there new ways or better ideas you could employ yourself? How do their stores compare to yours? What would a bride and grooms first impression be upon walking into their store? What about yours? Take a look around! What are their strengths and weaknesses? You have potentially collected a lot of information about your competitors. Making a list of strengths and weaknesses is a good way to summarize this information in a meaningful useable form. What are they best at and how does this compare with you? In answering this question, focus on how they meet customer needs and in particular benefits which they deliver in doing so. You should be alert to any areas where they are out performing you. Now, what are they less good at and how does this compare with you? Focus on where they are falling down in meeting customer needs, providing you with an opportunity to excel. Most times this would be service. What does your size operation have the ability to do others may not? Knowledge is power! It is how this knowledge is used that is the key issue here. What is working in another part of the country could be something you have not known in the past would work for your business. As Larry Opinski of Gateway shoes stated in our last issue “With the industry changing so fast, the horizon keeps changing also.” Can you keep up?

BECOME A DEALER

Birchcraft sells Wedding Invitations and Holiday Cards only through their National Network of Authorized Dealers. This dealer network provides retail customers with personalized sales and customer service and offers consumers samples they can touch and feel using the live sample albums provided. Their Wedding Album is FREE to qualified dealers! For Holiday Albums, you pay only for postage and handling, $4.25 per album. To qualify to carry the Birchcraft line, you must be an active retailer and you must be able to provide established business references. If you are interested in joining the Birchcraft family of dealers, please contact the sales department at 800-333-0405 extension 350. They offer a free website for bride’s and grooms to order.

Rental Coats: After Six 800-554-8212 CSS Chaplin 800-422-1229 FCGI 800-367-6251 Flow Formal Alliance 888-500-0033 FWI 800-428-6849 Platinum Formals 877-368-8400 Rental Pants: After Six 800-554-8212 CSS Chaplin 800-422-1229 FCGI 800-367-6251 Flow Formal Alliance 888-500-0033 FWI 800-428-6849 Rental Shirts: Ascot LLC 888-574-7577 Classix 661-726-9041 CSS Chaplin 800-422-1229 Rental Acc Vest Lines: After Six 800-554-8212 Cardi 888-467-0004 Cornell 800-333-8437 CSS Chaplin 800-422-1229 Flow Formal Alliance 888-500-0033 Mel Howard Elite 800-847-8600 Santana Formal Accessories 800-831-7711 Acc/Bow Ties/Cumb: After Six 800-554-8212 Cornell 800-333-8437 CSS Chaplin 800-422-1229 FCGI 800-367-6251 Flow Formal Alliance 888-500-0033 Mel Howard Elite 800-847-8600 Santana Formal Accessories 800-831-7711 Tuxedo Park 425-744-6316 Rental Bulk Jewelry: Rental Classix 661-726-9041 Bulk CSS Chaplin 800-422-1229 Design Concepts/Off the Cuff 866-921-0900 Tuxedo Park 425-744-6316

Socks Garment Group 888-467-6257 Universal Hosiery 800-457-6257 Garment Repair: Amazing Garments Repair 913-381-2606 Art Thrift Reweavers 423-744-7300 Retail Baby Tuxedoes: Fouger Baby Tuxedos 888-836-8437 Lito 800-288-3808 Peanut Butter 323-908-3815 Retail Coats an Pants: After Six 800-554-8212  CSS Chaplin 800-422-1229 FCGI 800-367-6251 Flow Formal Alliance 888-500-0033 Platinum Formal 800-368-8400 Retail Shirts: Ascot LLC 888-574-7577  Classix 661-726-9041 CSS Chaplin 800-422-1229 Accs Retail: After Six 800-554-8212 Cornell 510-261-2204 CSS Chaplin 800-422-1229 FLOW Formal Alliance 888-500-0033 FCGI 800-367-6251 Mel Howard Elite 800-847-8600 Santana Formal Accessories 800-831-7711 Tuxedo Park 425-744-6316

Retail Jewelry: Classix 661-726-9041 CSS Chaplin 800-422-1229 Colibri 800-556-7354 Design Concepts/Off the Cuff 866-921-0900 Dress-Up Inc. 877-774-3353 FCGI 800-367-6251 Jascott 800-822-2813 Raffles 401-354-6900 The Competition 805-644-7770 Tuxedo Park 425-744-6316 Printers: Enform Graphics 888-436-3676 Eye for Design 850-432-8382 Image Graphics 800-445-6163 Multicolor Press 954-581-3317 Mailings: American Student List 516-248-6100 Enform Graphics 888-436-3676 Multicolor Press 954-581-3317 Wholesalers: Anderson’s Formal Wear MN 507-285-1884 Bell Tuxedo NJ 888-966-6697 Bernard’s NC 800-672-5893 DuBois WI 920-437-9231 Dunhill IN 219-769-7471 Geno’s Formal Affair KY 859-259-3626 Jim’s Formal Wear Co. regional Trenton IL 618-224-9211 Lithia Springs GA 770-944-0061 Visalia CA 559-651-3900 Pueblo CO 719-542-3344 Ottawa IL 815-433-5544 Anderson IN 765-378-7272  Salinas KS 785-825-1529 Formal Knight’s CA 888-889-7889 Knight’s MN 763-544-0814 Milroy’s IA 319-235-7559 Paul Morrell AR 501-374-8256 Ptak’s PA 800-223-8946 Randall’s IA 712-277-4223 Sam Meyers KY 800-626-6305 Sarno & Son PA 570-346-5725 Tuxedo Direct PA 215-925-3900 The Tux Shop KS 800-444-2889 Tuxedos by Rose NJ 800-238-8897 Tuxedo Royale Ontario Canada 416-798-7616 Tuxedo Warehouse OR 541-784-1485

WHO ARE THEY AND WHY DO THEY DO IT?

This is the beginning of a series we are fondly calling “Who are they and why do they do it?”  In many organizations the officers and board members are unreachable entities you never really know or understand.  This industry has a group of amazingly dedicated souls who are owners and manufacturers just as you. We asked each of them the same questions and know you will be surprised by many of the answers.  These are not “holier than thou” individuals looking down on the plights of the industry, they are right there in the trenches with you!  We have randomly chosen from the group to feature one manufacturer member and one specialist.  Read on and let us know what you think.           Name and family information: Nancy Haboush married to Chuck;  Children: Jacob 17, Mackenzie 14, Aspen 3 Background years in the industry company etc? Started in menswear in 1986.  Started at Mister Neat's in 1988 (19 years in the tuxedo business) What part of the business is your favorite? Teaching employees how to take exceptional care of our clients and watching them succeed. What part is your least favorite? Dealing with employees that don't appreciate the opportunities they have. Where would you like to see yourself in five years? I love what I do and hope to still be looking for creative and innovative ways to run our business and serve our clients. How long have you been on the Board of the International Formalwear Association? Three years. What are your main focuses or committees you serve on? Education:  Helping to make the annual convention an educational opportunity for smaller operators to have access to training materials that have taken years to develop.  I have facilitated free training sessions on employee development for three years at the annual convention. I firmly believe in sharing what you've learned to help others succeed and through that experience have also learned a great deal from other businesses willing to share their best practices!  Membership: Increasing awareness of what IFA can do to influence and assist members to improve their business the way it did for Mister Neat's.  New Member Orientation. What has been the biggest surprise in being a board member? How committed the board is to the formalwear industry and how much we all care to make a difference for all tuxedo specialists. In a perfect world what would you like to see change with the IFA? For specialists to understand the amazing community the IFA can be if they participate in events and take advantage of the opportunity to learn from other non-competing specialists across the country. IFA provides a format for people to come together - but specialists that haven't attended an IFA do not know what they're missing - they don't understand how much they can learn from other people that attend the convention and how open people are to sharing ideas to improve our businesses. Who have you met through the board that you did not know before being a member? The list is endless! Most of the board members were acquaintances, but now are friends. I've also met many specialists through our new member orientation programs and through facilitating the training programs at the IFA that I would never have met without being a member of IFA. It has enriched my knowledge and my experience! After attending annual conventions for fifteen years - I look forward to seeing so many familiar faces each year and spend time each year with new people sharing our best new ideas! How can members of the board become more accessible to people in the industry? We're pretty accessible! Our names and numbers and emails are listed online, and our websites are posted - we're pretty easy to find if people want to find us! I get calls often asking for my opinion or business practice on a variety of topics when people need help. I know every board member would treat the calls the same way I do - we're happy to make a difference! Can you tie a bowtie?? Are you kidding? Of course! Anybody who works in the formalwear business needs to know how to tie a bowtie and should be embarrassed if they don't! What are your thoughts on what we can do to remain competitive as small operators? I think this is a non-issue. We will always have the best competitive advantage - we are face to face with our clients. We're local and know what our clients want and can react quickly when the market changes. We're in touch in a way that big corporations never could be. We can still  accomplish grass roots initiatives and live in the communities we serve - and that matters to our clients. The best way to stay competitive is to keep growing, changing and learning. You can't stay the same - you have to change and be willing to continue to offer your clients fresh products in a fresh way! What does your company do better than your competition? Listen and respond to what our clients want quickly. We hire and train people that want to do the same! A favorite quote or motto you live by:  My very favorite quote is from Ralph Waldo Emerson on success:  "To live well, to laugh often, to love much, to gain the respect of intelligent people, to win the love of little children. To fill one's niche and accomplish one's task, to leave the world better than one finds it whether by an improved flower, a perfect poem or another life ennobled. To never lack appreciation of earth's beauty or fail to express it, to always look for the best in others, to give the best one has. To make one's life an inspiration and one's memory a benediction. This is success." Favorite things to do outside of formalwear? I love to cook - to truly create a work of art and serve it to people that I care about! I love to read. I snowboard with my family. I love to decorate. I could dance for days. Mentor or source of greatest support? My twenty-year mentor has been our CEO, Mark Burke. He truly taught me this business and shared his passion for customer care. I find my greatest support today from my sales team and from another great entrepreneur in the business, Mark Morrow. His guidance in the past several years has been invaluable to me.  If I could be half the leader he is, I would feel that I've succeeded. Thoughts or ending remarks to get to know you and remember you by? If all the world hugged more, and criticized less we'd all be much happier. There are very few things that can't be solved with a hug. I mean that literally and figuratively. If we tried harder to see things from each other's perspective and made it our goal to lift each other up rather than tear each other down, we would experience a harmony that few ever do. I believe in the good in all people and my favorite thing in life is meeting new people and learning something from every interaction.

DOUG BLACK, MEL HOWARD ELITE

Name and family information:  My name is Douglas Alan Black. I use my middle name because it is my father's and, believe it or not, there are a slew of Douglas Blacks out there. I'm the oldest of six children. My youngest brother, Tom, now works for BlackGold as a salesman in the northeast. I've been married for 25 years. My wife's name is Patricia and so is my Mother's. Background years in the industry company etc? I started working in the tux biz in 1978 for a retail chain called Dante's Tuxedos in Linden, NJ. They are still in biz, although have changed ownership. I worked there until 1982. In 1986 I went to work for Mel Howard Accessories as the Northeast Sales Rep. In 1991 I became National Sales Manager. I became a limited partner in 2003 and bought the business and merged with Elite Formal Accessories in July of this past year. What part of the business is your favorite? My favorite part of the biz has always been the creative part, designing lines. I get a great kick out of the fact that millions of people have worn my designs to their proms/weddings.   What part is your least favorite? My least favorite part of the biz is seeing old friends depart, go out of biz, not be able to change with the times. It's sad that as times change I've had to say goodbye to many of my friends. Where would you like to see yourself in five years? I'd just like to be alive and still in business in five years. Seriously, I've been saying that for the past 20 years or so. I see myself doing the same thing only with a whole bunch of younger people helping me out. How long have you been on the Board of the International Formalwear Association? I've been on the IFA Board for 2-3 years now. I lobbied for almost 10 years to have manufacturer representation on the board. When the IFA finally agreed I was elected to the freshman class. I'm sure I'll be booted soon, but I still believe in the importance of the organization and having manufacturers on the Board. What has been the biggest surprise in being a board member? My biggest surprise in being a Board member was the lack of respect for the organization itself. This was partly due, no doubt, to the exclusion for many years, of all industry suppliers from the Board. Also, I've been surprised by the lack of support in general for what is the only viable vehicle we have, as a group, to promote our industry. We need to change everyone's perception on that. In a perfect world what would you like to see change with the IFA? The thing I would most like to change about the IFA would be to refocus their efforts to promoting the industry at large. We have a great vehicle here, and we need to reach out to everyone with the unified goal of promoting the wearing of formalwear. Who have you met through the board that you did not know before being a member? I met Jim Carrow, current president of the IFA through the Board. He's done a great job of transitioning in my opinion. How can members of the board become more accessible to people in the industry? I think we are all accessible to anyone who wants access. The real question is, "How can we overcome the negativity that seems to stigmatize the organization?" My opinion is that we just need to keep reaching out and spreading the word. It is in all of our best interests to promote FW. The IFA is our best vehicle. It is the only national forum for all of us to come together and share ideas and plot the future for our industry. Can you tie a bowtie?? I can tie a bow tie, although not as fast as a shoelace. What are your thoughts on what we can do to remain competitive as small operators? This is the easiest question of all. No one can compete with an owner-operated business in terms of service, ability to adapt, variety of product, etc., PROVIDED that the owner/operator of the business is in front of the trends. Provided that the owner/decision-maker is willing to commit to the business itself and winning the battle. This is not, and never has been, a commodity industry. It is a service business. Unfortunately, we forget that all too often. What does your company do better than your competition? Our company does many things better than our competition. We design more consistently winning styles, we deliver with greater consistency and most importantly, we understand the needs of our customers better than anyone else in the industry. We are dedicated to this industry. It is our niche and our love. That is our greatest strength. A favorite quote or motto you live by:  Start each day fresh. Every day brings new opportunity. I wake up each day singing, even though I sometimes end up cursing. But each day is a new slate. I think it's a good way recharge your batteries when things get tedious. Favorite things to do outside of formalwear? My favorite things to do outside of formalwear are write songs and race horses. Not to mention play golf, read and a variety of other personal activities. Mentor or source of greatest support? I've had many mentor's throughout my life, too numerous to mention in the allotted time. I take a little something from everyone I meet. There isn't a person I have met that I haven't learned something from. This is my gift from God.  I am able to distill the positive in every human being I meet and learn from that. And so, I thank God for this gift, and for the generally positive outlook he has given me. And I am thankful for the opportunity to have been serendipitously placed in the FW biz. It's generally a happy biz. No one is dying on our shift. They are getting married, going to proms, in essence, celebrating life! What could be better than that?

Sources

This is the beginning of a resource for specialists and suppliers alike. We want to have a quick reference destination for you to refer to when trying to remember who supplies what products. We are fully aware we have probably unintentionally left companies off this list. We want to hear about it! Call or email us and tell us who you want added. Manufacturers: let us know if we have left you out. Categories we have not thought of will be added, just let us know. The goal is to give everyone a one-click source to find you! Contact Becky at rebeccamc522@aol.com.

WEDDING PROMOTIONS

January/February mark prime wedding booking months, if you don’t get them someone else will!! What are you using to remain competitive? Is your company getting in front of all perspective couples? Wedding promotions, whatever the type, are a necessary evil in this business. Expected discounts vary in different parts of the country. Can you try something new and step away from what is expected in your area? Choices: Free grooms tux Discounts on other party members Special prices for children Gift certificates to other local wedding related business you purchase at a deep discount Wedding planners or etiquette books Thank you notes for showers Free socks for all party members A suit for the groom in lieu of the free tux(can be purchased for as little as $60) Certificate towards merchandise purchased in your store Groomsmen gift discounts Wedding gown preservation savings Invitations deeply discounted or free Qualifiers for free merchandise like garters or toasting glasses dependent on dollars spent Sign up giveaways like “couple of the month” who receive additional discounts Reaching the Bride. Most of us are in the men’s formalwear business, yet we all know it is the bride we have to please. What of these giveaways appeal most to her? Timing is everything and, unfortunately, tuxedos are very low on her wedding “to do” list. Giveaways or promotions that bring your store to the top of her list will always be better-noticed. Invitations and drawing giveaways would typically be thought of much earlier. Bridal shows. Be involved in bridal shows. The value to participate is immeasurable! This is a huge commitment for many retailers; one Chicago area store has to decide which of 60+ shows to sign up for. That many shows are an exhausting effort, yet how would you measure the cost of NOT participating? The demographic list from bridal shows is a priceless one on one contact with your potential couples. Unlike money spent on radio or newspaper ads reaching all walks of people, this list is only your target market. Email addresses are more important then ever and be sure to include a request for that information on any sign up slips for giveaways in your booth. An email campaign can be immediate and inexpensive once the list is put in your system. Emails can be sent on a regular basis to create top of the mind awareness and introduce new styles purchased by your store. Shared resources. Collaborating with jewelry stores, reception sites, and bridal shops can provide a great resource for bridal names. Direct Mail. Keep your name in front of the bride, change your specials often. Many times just the rewording of the same specials changes things in their eyes. This can prove to be a very cost effective way to counter those national ads. Mailing and printing businesses have lists that can be purchased on a per-name per zip code rate. Post cards, flyers, brochures, and gift cards are all good ways to create an interest with the bride. Partnering with other wedding related companies to create a prize package is a great draw to sign up at each of the participating stores. Internet. What can brides or grooms learn about your store from your website? 88.7% of US households have a computer. More than 50% of engaged couples use the internet to help plan their wedding and these figures only go up in certain regions. Be sure you site is user-friendly. Clear directions to your business, phone numbers, and store hours are essential. Whether you choose to publish specials here is personal preference, but many times brides and grooms need a “hook” to create interest. A vague description of your specials with an invitation to visit your store for details plants seed for thought without disclosing all you have to offer. Referrals. Ask for them! Let your customers and staff advertise for you. Reward with an incentive if weddings are booked through this offer. Past customers could receive discounts on tuxes rented for weddings they refer to your store. Staff commission scales can be increased with the number of weddings booked. Open House. This is perfect time to create companion business partners if you have not already done so. Choose a Saturday or Sunday in off season and invite as many wedding related businesses as you can comfortably fit in your store. Allow each business to set up a small display in your store in trade for a prize giveaway. Direct mail all bridal leads along with any of your partner’s then WOW the brides. Make it worth their while to attend by creating a fantastic prize package. Florists, salons, insurance agents, limos, cake creations, etc; are all likely candidates to create an interesting package. You can share costs if you wish, but this is something managers in all your stores can easily put together. Be sure to collect all contact information on your sign up forms to direct mail them later. Create an annual event on a slower weekend in the first quarter and boost your bookings! Many old tried and true ideas here, yet maybe you have not tried some of them. We only hope to offer alternatives and remind you of things you may have not of used in a while. Please let us know what is working for you if it has been left out. We look forward to hearing from you. Questions can be directed to Diane at atuxforu2@hotmail.com.

GETTING STARTED WITH INVITATIONS

Highlighted here are two of many companies offering invitations. If you are not yet providing invitations, contact either or both of them for information on getting started. The ordering process can seem daunting at first, yet like many things in life when broken down in steps it’s pretty simple. Ducky’s requires every order to be proofed before final order submitted. This process saves liability on your part and the charge for this service is passed on to the customer. The company sets the invite up in letter style and wording of their choice, then in about 48 hours emails or faxes a black and white copy for the couple’s approval. All spelling and numerical sequences should be checked at this time. We always recommend they take it home and have others check it over. When the proof is approved, invitations are usually delivered in one week or less. Talk to one of the reps or give us a call and learn more about this promotion. Contact Becky at rebeccamc522@aol.com .

WHAT IS HOLLYWOOD WEARING?

The Golden Globe Awards this month featured beautiful actresses in much talked about gorgeous gowns.  Did you hear much commentary about the sharp dressed men?  Armani was again king for designer of menswear.  Peak lapels were predominant.  Long solid black ties with no vest ruled.  Black bow ties were more popular than last year, yet worn without cummerbund or vest.  What did you see or hear we should know about?

FORMAL TIMES TRAINING TIP

Submitted by Nancy Haboush, President, Mister Neat’s Formalwear, Colorado Slow to Hire – Quick to Fire We’ve all done it. We’re in a bind and we need a salesperson. So we hire someone we know isn’t the best fit, and to nobody’s surprise, they don’t perform on the sales floor. The problem is, once you hire someone, it’s hard to give up. We keep hoping they’ll come around and get it. But they never do. People really don’t change that much. The first challenge is to be more selective. You will save thousands of dollars by taking more time to find the right person rather than settling for the wrong person and never letting them go! The lackluster performance of someone who isn’t cut out for sales will cost you more in lost revenue than any other business decision you could make.

Nobody’s perfect. We all make mistakes. Sometimes the only great sale a person makes is in their interview. But it’s our responsibility to recognize that quickly. I believe that you know by day three whether someone is going to make it or not and you are rarely wrong. The goal is to close the gap between the time you know the new hire isn’t the right fit and the time you actually make the decision to terminate them. You’re not doing them any favors hanging onto them when it’s not working. They will be as miserable as you are if sales aren’t their cup of tea. Move on ~ for both of your sakes!