In this issue we invite you to read about and hopefully gain a deeper understanding of the Latin market, what it constitutes and one manufacturer’s approach. We are also highlighting two businesses who serve our industry providing very different, yet equally necessary product.  Get to know Ken Pendley of CSS Chaplin, our board member profile.  Do not miss the 2^nd part of the article Nancy Haboush submitted on interviewing potential employees.  Please feel free to email comments and suggestions to rebeccamc522@aol.com

Are you aware of the steady growth of Latin consumers?  Who are they and what are they looking for we may not be providing?  To begin to address a major market, first we must understand them.  What constitutes Latin?  Are there differences among all the backgrounds that create the many factors to consider?  In this first part of our exploration of the Latin community, we are going to consider who they are and what their background includes.  In our next edition we will talk to industry wholesalers and business owners who are profiting greatly from knowing what this market is looking for and what occasions they can cater to.

The Hispanic population grew by nearly 60 percent in one decade from 22 million in 1990 to 35 million in 2000, adding more than 12 million people to the American family. 

This growth occurred throughout the United States.  The number of Hispanics living in California, Texas, Florida, and New York in 2000 grew by 7 million from 1990 to over 23 million (a number larger than the total number of Hispanics in the U. S. in 1990).  But, the real news in 2000 was the dramatic growth of the Hispanic population outside of these “traditional” Hispanic states.  In North Carolina, the Hispanic population grew by 400 percent, followed by Arkansas, Georgia, Tennessee, and Nevada. 

For instance, the population of Dalton, Georgia — the carpet capital of the world — grew by 28 percent.  Yet, this figure doesn’t tell the true story of the town’s revival.  Most of Dalton’s growth was due to the increase in the Hispanic population — nearly 10,000 people.  This helped not only with the carpet industry, but with the rest of regional economy as well with the construction of new homes and the creation of many new small businesses.  Dalton is now a leader in the region’s economy. 

And there are thousand other cities and towns throughout the United States similar to Dalton — towns like Las Vegas, Nevada; Columbus Junction, Iowa; and Chaska, Minnesota.

 Data is now available to show that Latinos are the nation’s largest minority community.  According to the Official Population Estimates, there are nearly 40 million Hispanics living in America.  The number of Hispanics grew by three-and-a-half million, partly due to international migration and partly due to natural increases.  Hispanics grew at a rate of nearly ten percent, almost four times as high as the population as a whole. 

The Latino population is here, has been here and that it continues to grow.  These facts feed hope by demonstrating that the economic and cultural opportunities do exist.  The future is waiting in Los Angeles, Houston, Miami, Chicago, and New York.  It’s also waiting in Little Rock, Arkansas and Chattanooga, Tennessee. 

There is a great deal of diversity within the Hispanic community. For instance, Latinos of Mexican origin were more likely to live in the West and South, Cubans live in the South, and Puerto Ricans in the Northeast, and Central and South Americans are living throughout the country.

And with regard to age, we know that the Hispanic population is younger than the U.S. population as a whole.  Over one-third of the Hispanic population is under 18.  This is dramatically different than other groups. And, within the Hispanic population the Mexican population has the highest proportion under age 18 — nearly 40 percent.  This age group is our target market for today’s proms and tomorrow’s weddings.  What are they looking for? Do we have it? Questions, comments and especially experience feel free to send information to rebeccamc522@aol.com

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Ken Hall, Vice President of Sales at FCGI, has researched this market for a coat style they produced and has these thoughts to offer on what his company found…

Demand in the California markets four years ago led Fabian Couture Group to introduce the Cadet Coat.

Formalwear specialist in this market kept asking for a military or cadet coat for their Latino customers.  Who are these customers?  Were they Mexican? Puerto Rican?  Central American?

One thing we did discover is that the majority of “Latino” consumers in Southern California were simply American consumers.  Their tastes, with some minor differences, were exactly like every other American. 

The demand for the Cadet look seemed to come primarily from recent immigrants and primarily those from Northern Mexico, a rural and agricultural area of the country.  For example, the demand for such a coat is almost nil in Mexico City, where it tends to be

looked down upon as a “country bumpkin” look…same holds true with Cubans and Puerto Rican customers…they don’t even begin to understand what the look is all about.

Military schools were/are a symbol of status in this area which goes back many generations. To have your daughter escorted by a young man at her Quinceañera who attends one of the academies speaks well for the family.

Combine the above observations with the fact that Mexicans have a very strong sense of family and tradition, and this group represents the largest Latino population in this county today…and we have the Cadet coat!  It is important to keep in mind that this is an ever-changing group.  You’ll note that often times parents may struggle with the English language, but their kids don’t….they are usually bilingual.

Like all other immigrants before them, they are always more comfortable with those they have something in common with and tend to stick together…at least in the beginning.  To attract this market it’s essential to “speak” to them.  Have someone in your store that can speak passable Spanish and have a sign in the window saying so.  And they will come!  It is no different then it was with the Italian or Polish or Lebanese customers of two generations ago. I think it’s also important to note that this market also tends to be influenced by the urban markets in which many live.  Fashions like the Zoot Suit look are as much a reflection of urban American markets as anything else.

It’s complex and yet it’s simple.  Give the customer what he wants and treat him with respect and understanding and he will come back again and again.

I believe it’s helping us evolve as an industry.  We no longer simply provide tuxedos for weddings and proms; we’re providing “Special Occasion Clothing” for any and all occasions.

Mr. Clive Owen looking debonair his Georgio Armani black-on-black tux with velvet lapels and -- gasp -- no tie! Most other gentleman kept their looks very traditional, none more perfectly presented than Leonardo DiCaprio, also in Armani, in his exquisitely tailored suit. Decent break Leo, a little white cuff would be nice though?

Peter O'Toole.  While nominee Peter O'Toole showed just a bit o' spunk in a black-and-purple brocade smoking jacket.

Have we reached a crisis point?  Debbie Schuster of IPC tags would like to pass on some VERY important information regarding bar codes in our industry. The duplication of numbers in eight digit bar codes that are in every coat, pant, and vest you purchase could be a big problem in the very near future. Read on….It is hard to give you a percentage of the number of duplications that have already occurred.  We first heard about it from a client in Little Rock about 3 years ago.  This past year it created a major problem for one of the industries biggest users.  We had to replace nearly 400,000 bar codes by printing new serial numbers specifically for them.  As their systems are not able to accept 10-digits we now have to stock numbers for their exclusive use. 

We have been discussing this with the industry for many years now.  In previous conversations it was decided that we should not duplicate numbers any farther back than 10 years.  It’s hard to say how long we have before we get to 1997.  The biggest problem isn’t with providing unique numbers to individual small customers wanting personalized labels its providing large volumes of labels to the manufacturers!

We’ve always said we will continue to stock 8 digit labels as long as we possibly can but at some point they will be at a premium!

Changing from 8 digit to 10 digit Barcodes

Background: The standard bar coding method in the Formalwear Industry has been to use a unique 8-digit number for each marked item. Nearly all of the 100

million numbers 8 digits provided have now been used once, so uniqueness will soon be impossible without expanding to a longer code.

Twenty years ago when the 8-digit standard was adopted, printing and scanning technologies were much less advanced than now, so using 8-digits was a

logical decision.

The Problem: While it is not a problem to print a 10-digit code in the same space as an 8-digit code, your software might need to be changed to accept either length code. In addition, individual scanners would need to be changed to accept either code length.

An Industry Problem: This is an industry problem not an individual supplier problem. Each of the current barcode suppliers are cooperating to minimize duplication of numbers but some duplications have already occurred.

Options: The two primary options are to continue using 8-digit barcodes and risk duplication of numbers; or, integrate 10-digit barcodes into your system and make the necessary changes to your software and scanners.

What about my software system? Most industry software suppliers already support multiple barcode lengths. Your software change may be simply changing

a control file option. Check with your IT department or your software supplier.

How do I change my scanners? Except for very old equipment, scanners can be easily programmed to read multiple codes in a few minutes. Usually it involves

scanning a series of barcodes from an installation guide. If you don’t have the guide, you can generally print one from the manufacturer’s web site.

Can we use alpha characters and still print 8 positions?

Yes, but it would require a change in symbology used and it is likely that changes to software and scanners would still be necessary just as it would be to convert to 10-digit labels. Because such a symbology would not be an industry standard, labels would need to be custom printed – a somewhat more expensive alternative.  Changing to an alpha-numeric code might still require software changes.

Will we have to re-barcode everything?

NO. All newer industry software systems accept 8 and 10-digit barcodes in a mixed environment. We do recommend the use of “bearer bars” on ten digit barcodes.  Bearer bars are horizontal black lines that run across the top and bottom of the barcodes. Their purpose is to prevent a “short read”, accidentally reading a ten digit label but decoding it as an 8-digit label.

Recommendation

IPC-Tags considers the reuse of 8-digit serial numbers highly undesirable as any duplication of numbers causes confusion, extra work, and undermines customer and employee confidence.  We recommend that industry members make necessary modifications to accept both 8 and 10-digit barcodes as soon as possible.  We currently stock 10-digit generic barcode labels and can print personalized labels on request. We are happy to provide sample 10-digit labels for you to use in testing your systems.

There are One Hundred 10-digit numbers for every 8-digit number. If 8-digits have lasted us for 20 years, 10-digits will last for the next 2,000 years!

For help or advice with this change contact Debbie Schuster at IPC tags at

877-447-2824

Continuing from our last issue Nancy Haboush of Mister Neat’s, CO, offers her insight on interviewing new employees.

All of your interview questions should begin with:

                Tell me about…

                Explain to me…

                When have you…

You will get a much better picture of the candidate and their real experience rather than their trained answers when you ask for a real example.

Listen closely for cues on whether the story is authentic.  If you ask for an example of the last time they delivered awesome customer service and they tell you a story about six months ago, they’re probably not that great! They should have a recent story if it’s truly a strength. Or if they can’t think of one, how can it be a strength?

It’s very important to include situational questions regarding the key responsibilities of the job. If you’re hiring for a sales position, it’s imperative that you ask questions regarding their sales performance.

“Describe your selling style to me.”

“Sell me this pen.” (Actually make them give you a presentation.)

“Tell me about a time you closed a difficult sale.”

You will learn a lot about a candidate through this type of interviewing. They have to think on their feet – they can’t use their prepared answers. After all, isn’t that what they’ll be doing on the sales floor?

IFA Newsletter Training Tip

Nancy Haboush, President, Mister Neat’s Formalwear, Colorado

Another board member offers you a chance to get to know him and why he feels driven to spend time promoting the industry.

Name and family information.

Ken Pendley.  I live in Denver, Colorado, with my wife Debbie, a preschool teacher; my son Kyle, who is a high school freshmen, and my daughter Madison, who is in her second year of college studying theatre.  I have two older sons—Trevor, who is with the Food and Drug Administration in Washington DC; and Devin, who is the manager of the CSS Chaplin distribution center.

Background, years in the industry company etc;  

I began my career in the industry as an assistant manager with a Gingiss franchise in Kansas City in 1972.  After spending six years on the specialist’s side I moved to the supplier side, taking a sales position in 1978 with Big Front Mfg. which, at the time, made Lord West accessories in the mid 70's to early 80's.  I was hired as CSS sales manager in 1988, where I now share vice-president responsibilities with co-worker Jerry Mashman.

What part of the business is your favorite?

My favorite part of the business is the friendships that I have been able to develop over the years with many of my customers and peers.

What part is your least favorite?

The apparent ease with which some people get caught up by the negative stories generated that seem to permeate our industry from time to time.

Where would you like to see yourself in five years?

Exactly where I'm at but with a more diversified product line and a greater share of the market.

How long have you been on the IFA board? 

I think it’s been 4 years.

What are your main focuses or committees you serve on?

In addition to being Secretary and Treasurer of the organization, I am chairman of the Finance and Membership committees.

What has been the biggest surprise in being a board member?

The amount of dedication to the industry by all of the board members.  We all are working closely together to help membership deal with the challenges of doing business in today’s world.

In a perfect world what would you like to see change with the IFA?

An association that is more in tune with the needs of its members.  With the mergers and acquisitions over the past few years, the smaller operators have become that much more important to us and the industry as a whole.

Who have you met through the board that you didn’t know before being a
member?

I knew basically everyone on the board however; Chuck Fields of H. Field & Son box company is someone I have gotten to know better during my time on the board. Chuck is an amazingly funny guy.

How can members of the board become more accessible to people in the industry? We have our contact info in Formal Times and we are all happy to talk to anyone who would like to give us a call.  My email address is kenpendley@hotmail.com and cell number is 303-549-2755.  Feel free to contact me anytime.

?? Can you tie a bowtie??

Yes, but not very well.

What are your thoughts on what small operators can do to remain competitive?

My thoughts would mirror just about every suggestion written in the newsletter to date.  But chief among them would be giving the best product and customer service you can.

What does your company do better than your competition? We stock amazingly high levels of inventory on our basic goods.  And, we stand behind our product 110%.

Give a favorite quote or motto you live by.

“A problem is only an opportunity in disguise.”

Favorite things to do outside of formalwear?

Although I'm really not good at it, I really enjoy playing golf.  I also like to watch movies.

Mentor or source of greatest support?

All the friends from the industry that I have come to know over 35 years and especially my family.

Thoughts or ending remarks to get to know you and remember you by?  

In business, as in life, keep moving and looking forward--for if you look around to the rear you may hit a wall and those behind will pass you by.

Another company who works to fill a need, providing our industry insurance policies tailored to the bridal and tuxedo markets. 

1. What are and the types of insurances you carry for the industry?

The Marry Me program is designed specifically for the Wedding and Formalwear Industry. The Marry Me program is underwritten by some of the top rated insurance carriers and is endorsed by the International Formalwear Association. The Marry Me program was designed to fit the needs of the Wedding and Formalwear Industry with programs to serve business owners with many of the insurance coverages that the average insurance company may not cover. Below are some of the insurance coverages that may be a necessity in your formalwear retail business.

Business Owners Policy (BOP)

*Building and Business Personal Liability: which may pay to repair or replace your       building, equipment and inventory that you own, rent or lease. This includes property of others, consignment, property off premises and peak season adjustments.

* Business Liability: this feature will protect your premises and operations, products and completed operations as well as personal and advertising injury. 

*Property Liability:

• Non-delivery /extra expense: this feature may protect you against any extra expenses if a product does not arrive to its destination and is in need of replacement with the customer.
• Transit: this feature may protect you against liability of products leaving your store and never arriving at its destination.

Workers’ Compensation: which covers your employees for work-related injuries. This feature also includes up front discounts and local claims services.

Automobile Liability: this feature will protect your company automobiles and your business when personal autos are used for business purposes. 

2. What can you provide that the local carrier does not?

The Marry Me program is a nationwide program covering wedding and formalwear retailers, wholesalers and manufactures with some of the top rated carriers. The Marry Me program also offers non-delivery of lost items in transit, special rates and group buying power for its members. Our Marry Me advisors are trained to address your insurance needs for your wedding and formalwear retail business. With competitive pricing, convenient payment option and local claims handling, the Marry Me insurance program is the right plan in protecting you against the unforeseen and the unexpected. 

3. Some Industry Names that have been insured through the Marry Me Program:

With over 3,000 nationwide clients we have insured some of the most successful businesses. Here are some of our clients in the Wedding and Formalwear Industry whose names you may recognize.

The Bridal Closet and Boutique, CA

Wedding Elegance, ND

Formal Affairs, ID

Special Occasions Bridal House, MD

Bridal Bliss, AZ

Yours Forever Bridal LLC, NJ

Rainbow’s End Weddings & More, NY

Bridal Gallery, TN

Endless Love Wedding Stop, TX

Brides Village, PA

President Tuxedo, MI

Tuxedo Junction LLC, MO

4. Personal instances where you have been there for a tuxedo or bridal store:

John Kirkpatrick is our Marry Me Program Coordinator. He has been a Marry Me Business Advisor for several years. He focuses his efforts in Commercial Business Insurance, Commercial Auto Insurance and Workers’ Compensation for the Wedding Retail and Formalwear Industry. John is passionate about keeping the retail storeowner updated on needs specifically designed for their industry.

Keeping our clients informed is the key to building a long lasting and successful relationship between the businesses we insure. As Marry Me advisors, we strive to give our clients the best possible insurance premiums available. In the Marry Me program, we quote your bridal and tuxedo business with specific carriers that were designed specifically for your business. We take pride in understanding what insurance needs are important for the Wedding and Formalwear Industry.

For a free business evaluation please contact John at 1-800-942-2729 ext. 2018 or email at jkirkpatrick@capax.com.

Style and The Man by Alan Flusser

Dressing the Man:  Mastering the Art of Permanent Fashion by Alan Flusser

Clothes and the Man:  The Principles of Fine Men’s Dress by Alan Flusser

A Gentleman Pens a Note by John Bridges and Bryan Curtis

A Gentleman Raises His Glass by John Bridges and Bryan Curtis

How to Be a Gentleman by John Bridges

A Gentleman Gets Dressed Up by John Bridges and Bryan Curtis

As a Gentleman Would Say by John Bridges and Bryan Curtis

A Gentleman Entertains by John Bridges and Bryan Curtis

A Gentleman at The Table by John Bridges and Bryan Curtis

Toasts & Tributes by John Bridges and Bryan Curtis

50 Things Every Young Gentleman Should Know by John Bridges and Bryan Curtis

Gentleman:  A Timeless Fashion by Bernhard Roetzel and Guenter Beer

(INSERT SOURCES)

Further exploration of the Latin market and the occasions for Formalwear.  Businesses that profit greatly from providing the type of service and product this growing sector of our country is looking for.  We would love any comments or personal experiences on what has worked in your market to attract business.  We will feature a couple more fringe businesses our industry uses to provide product and service to our customer.  Please contact us at rebeccamc522@aol.com or atuxforu2@hotmail.com

“Glass, china and reputation are easily cracked, and never well mended.”

-Benjamin Franklin

"The true measure of a man is how he treats someone who can do him absolutely no good."

- Samuel Johnson (1709-1784)

“There are only two ways to live your life. One is as though nothing is a miracle. The other is as though everything is a miracle."

- Albert Einstein (1879-1955)

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.

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 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 800-934-3290 CSS Chaplin 800-422-1229 Accs Retail: After Six 800-554-8212 Cornell 510-261-2204 Classix 800-934-3290 CSS Chaplin 800-422-1229 FLOW Formal Alliance 888-500-0033 FCGI 800-367-6251 Mel Howard Elite 800-847-8600 Moda Formalwear 888-968-4889  Santana Formal Accessories 800-831-7711 Tuxedo Park 425-744-6316

Retail Jewelry:
Classix 800-934-3290
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 850-916-4951
Image Graphics 800-445-6163
Multicolor Press 954-581-3317

Mailings:
American Student List 516-248-6100
Enform Graphics 888-436-3676
Image Graphics 800-445-6163 
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