Tailoring Brands Sales Boom for Weddings, Events, Return to Office – WWD
, 2022-05-30 16:32:32,
Wedding season is upon us.
This year marks a return to normalcy for many parts of the world and parts of the U.S., and weddings have returned in a big way.
Made-to-measure suiting companies and custom ateliers have agreed that the weddings and events business is helping sales eclipse 2019 and they are on the road to all-time highs.
Vancouver-based custom apparel retailer Indochino said 2019 was a growth year for the company and included the beginning of their relationship with Nordstrom, and that new and existing clients buying suits for their weddings, events or return to the office has pushed business to exceed 2019 and be above their forecast for 2022 year-to-date.
Custom menswear retailer Alton Lane agreed, saying that February 2020 was its best February up to that point and capped off its best year in business.
But with stores temporarily closing their doors due to COVID-19, the retailers had to pause and in some cases scale down in order to stay alive.
“Our demand is contingent on celebrations, weddings, graduations, face-to-face meetings,” says Fokke de Jong, founder and chief executive officer of Amsterdam-based men’s suiting and fashion brand Suitsupply. “Our business was very impacted. After 2019, we were focused on scaling down our business.”
COVID-19 and the global lockdowns enforced to prevent the virus’ spread took many things from society for several months, like the five-day, in-office work week, the average school day, film premieres and nightclubs. It also hindered fine dining, retail shopping, church services and gym workouts.
One could argue that weddings suffered the most during the pandemic. Couples had to postpone their 2020…
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