David Elkus from Baron’s in Farmington Hills, MI, like most other menswear merchants, has watched his suit sales decelerate in recent seasons. But why? Yes, the workplace is still casual but with even young men admitting they look and feel better in a suit, with women continuing their love affair with dresses, and with so many innovative fabrics now available in the clothing market, making suits more comfortable and easy-care than ever, is this decline inevitable?
Elkus says no and has decided to fight back. After contacting numerous independent merchants, he and a group retail game-changers are launching Suitember—a monthly holiday to promote tailored clothing. It will soon have its own website, which will include the history of suits and top reasons to wear one. Each participating store will also be donating a portion of sales to a local charity. (Baron’s has selected Friendship Circle to benefit kids with disabilities.) Many stores will be promoting trade-in, trade-up events.
“We are excited by the opportunity to talk-up suits to a world that seems not to remember how much better a man looks when well dressed,” sums up Elkus. “At the end of the day, I don’t know why specialty menswear stores will be important to customers if they sell only shirts and pants. And I don’t know why a man would choose to dress poorly when there are so much upside and differentiation around dressing well.”
To join the bandwagon, contact Elkus at 248-865-9960.