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Archive for the ‘Launching Menswear Products’ Category

The Story of a Bespoke Tailor, Royalty, Commerce and the Introduction of the Smoking Jacket or Tuxedo

Tuesday, August 20th, 2013

by: Geoff Ficke

The modern, ubiquitous tuxedo is a staple of most modern gentlemen’s fulsome wardrobes. How the tuxedo, or “dinner jacket”, was initially birthed is an interesting story and entwines a London Saville Row bespoke tailoring house, royalty and an American investment banker. This confluence of influences has influenced how the well-dressed man presents himself for special occasions for a century and a half since the distinctive garment made its first appearance.

Tailless jackets, then called smoking jackets, first became popular in England in the mid-19th century among the landed gentry and royalty as alternatives to tailed suit coats. Distinguished by satin or grosgrain lapels and striping on the outside of pants legs, these suits were much more informal and less cumbersome than the restrictive, uncomfortable waist coated suits worn by gentlemen of that time.

Their popularity was insured when the Prince of Wales, later King Edward VII, asked his tailor to make him such a suit as an alternative to the waistcoat. Henry Poole & Co., the Prince’s Saville Row bespoke tailors, were tasked with designing and fitting what would become the first formally recognized “smoking jacket’. There are conflicting stories as to the date of the first iteration of what would become known as the tuxedo was crafted. But Henry Poole and Co. has receipts for such a commission dating to the 1860’s. By the 1880’s the Prince was ordering “smoking jackets” from the haberdasher.

During this period the banking firm Brown and Co. was the principal source of letters of credit for international trade payments. In 1886 the Prince of Wales invited the son of the founder of Brown and Co., James Potter Brown a London-based partner in the bank, to visit his estate at Sandringham House for a hunting party. In preparation for the visit Mr. Brown asked the Prince to advise appropriate dress for the various sporting and social functions that were to be enjoyed. The Prince referred Mr. Brown to Henry Poole and Co. where he was fitted for a proper “smoking jacket”.

During a subsequent visit to the fashionable new resort outside New York City called Tuxedo Park James Potter Brown wore his Henry Poole and Co. crafted “smoking jacket” to an elegant soiree. The suit was immediately praised and members of the resort began to demand to be fitted for the garment from their tailors. The connection to Tuxedo Park stuck and the appellation “tuxedo” for the American version of the “smoking jacket” was born.

The introduction of the modern tuxedo drove the creation of an elegant ensemble to be worn for any formal, special occasion from fund raisers to marriage ceremonies. The suit itself has developed a coterie of specialized accessories that have become almost mandatory to complete the classic look of the well dressed gentlemen. Shoes, stylized shirts and collars, studs, the cummerbund, pocket squares and neckwear specific to embellishing the tuxedo are deemed essential to complete the desired sartorial elegance.

Today, the well-dressed gentleman usually owns at least one black tuxedo complete with the requisite array of appropriate accessories. Colors and accompanying accessories now run the gamut from the elegant to the tacky. Nevertheless, whenever a man dresses in a tuxedo he is unwittingly paying a bit of homage to a successful man of  commerce, 19th century British royalty and the ageless craftsmanship purveyed by bespoke tailors.

Consumer Product Market Penetration is Much Easier If Exclusivity Is Key to the Lines Branding Strategy

Wednesday, April 11th, 2012

by: Geoff Ficke

Consumer Product Market Penetration is Much Easier If Exclusivity Is Key to the Lines Branding Strategy

Recently I had the opportunity to visit and work several Trade Shows while on an extended business trip through Europe. One was a huge Beauty Product expo in Italy, another a jewelry fair in Switzerland, and a Gourmet Food Show in England completed the itinerary. Each of the venues would be considered apex convocations within their industry space. Each offered a range of products touching many price points.

As any consumer of economic news knows, today Europe is struggling and in a severe commercial downturn. Consumers are caught in a severe pinch between sky high government taxes and budget deficits, slowing growth, job losses and a real decline in personal incomes. The fear is palpable in many obvious ways, even to a foreign traveler.

And yet, the Trade Shows I attended were each doing their most brisk commerce in the categories that offered the more expensive, exclusive product offerings. I queried any number of vendors from across a broad range of retail price positions. Inevitably the higher end products on offer reported that they were doing well. The mid-market brands seemed to be suffering most. The mass market lines were of course also doing well as many middle class shoppers were trading down in these uncertain times, although many mentioned that they were cutting margins to maintain market share.

It is a fact that in many product categories, exclusivity as a marketing strategy can be an easier route to store shelves than almost any other model. In higher-end markets there is less pricing resistance, and thus greater opportunities to enjoy fatter profit margins. Competition can be much less severe. Obstacles to gaining distribution are much less in specialty
stores and boutiques than exist in chains and mass market discounters.

Pet products that cater to passionate owners often seem eccentric. Jewelry, cashmere sweaters for dogs, Halloween outfits for cats and luxury pet beds seem extreme. But, they sell. A visit to any Pet industry Trade Show will confirm this fact.

Cosmetics, Jewelry, Couture Fashion, Footwear, Automobiles, Gourmet Foods and Drinks, Electronics, Luggage, and many other product categories that provide exclusive brands are booming. Brands in the mid-market range are being squeezed. Private label offerings are picking up market share, though margins are squeezed in order to lower and hit needed price points.

The market for Skin Care products priced over $100 per ounce is sizzling. Gourmet Food brands are enjoying a golden age thanks to the popularity of celebrity chefs and food networks. Jimmy Choo and Manolo Blahnik, among other show designers, have elevated more than the heels on their products. An order for a new Ferrari or McLaren sport car, paid up-front with cash, will earn the buyer a spot on a waiting list with a 2-year wait for delivery of their vehicle. Every Hermes Birkin bag is pre-sold each season before the purses ever hit store shelves. The valet parking concession at Harrods and Harvey Nichols in London is constantly backed up with a constant cue of chauffeur driven Rolls Royce and Bentley automobiles.

Launching Consumer Products with an Exclusivity distribution Marketing Strategy and Sales Model is a course we often we choose for client projects. Once a market has been  penetrated, and consumer demand is stimulated for a product it is always an option to replicate the item in a lower price point presentation. You can always come down in price.

www.murphywear.com to Be Unveiled in Conjunction with Product Launch at MAGIC Show, February 13-15

Friday, February 3rd, 2012

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

Contact:  Geoff Ficke

gficke@msn.com

www.murphywear.com to Be Unveiled in Conjunction with Product Launch at MAGIC Show, February 13-15

Murphy Underwear to Be Presented to Men’s Retailers at United States Largest Male Fashion Product Trade Show at Mandalay Bay, Las Vegas

Hattiesburg, MS   Boyd Murphy, creator of Murphy Underwear, featuring MX-P Anti-Microbial Moisture Barrier Technology announced today that his firm will launch their web-site at www.murphywear.com to coincide with the retail product launch at the February 13-15 Magic Show in Las Vegas.

“The web-site contains a number of features that will enable visitors to more completely understand the unique benefits we have crafted into our garments”, said Mr. Murphy. “Fit and comfort are of course a constant, but the barrier technologies we have pioneered and our quick-wicking weave make the wearer a more confident man and the user experience  amazing”.

“The world would not seem to need another choice for men’s underwear”, said Alexis Bruning, V.P. of New Product Development for Florence, KY based Duquesa Marketing who acted as Management Consultants for the Murphy Underwear project. “That is until consumers learn about the amazing MX-P Anti-Microbial Moisture Barrier Technology built into each pair of Murphy Underwear and the plush eco-polished cotton used to maximize product performance”.

“The web-site (www.murphywear.com) will be of great interest to men interested in combining the finest in fashion and comfort while addressing the embarrassment that can happen at the most inopportune times. Murphy Underwear wearers know that they never have to worry about Murphy’s Law”.

Murphy Underwear™ to Launch February 13-15, 2012 At MAGIC Show, Mandalay Bay, Stand #29099

Friday, February 3rd, 2012

Duquesa Marketing

www.duquesamarketing.com

 

Press Release

For Immediate Release

Contact:  Geoff Ficke

 

Murphy Underwear™ to Launch February 13-15, 2012 At MAGIC Show, Mandalay Bay, Stand #29099

Men’s Fashion Underwear Featuring Proprietary MX-P Anti-Microbial Moisture Barrier Technology Offers Totally New User Experience

Hattiesburg, MS   Boyd Murphy, creator of Murphy Underwear, announced today that his line of eco-polished cotton men’s underwear featuring MX-P Anti-Microbial Moisture Barrier Technology will be unveiled to the male haberdashery market at the upcoming MAGIC Show at Mandalay Bay in Las Vegas.

“We have spent a considerable amount of time and money incorporating barrier technology and quick-wicking weave into our garment that eliminates moisture and embarrassment for the first time while maximizing fit and shape”, said Mr. Murphy. “The MAGIC Show is a premiere platform for us to use to launch the line”.

“The product Boyd Murphy has perfected is to normal underwear as a Ferrari is to a Yugo”, said Geoff Ficke, President of Florence, KY based Duquesa Marketing, who have acted as
management consultants for the Murphy Underwear project. “There has never been a user experience that equals the fit, comfort and confidence that Murphy Underwear offers. The MX-P Anti-Microbial Moisture Barrier Technology will change the men’s undergarment category forever”.

“We will unveil our new web-site, pricing and sales promotions for retailers at the MAGIC Show”, said Mr. Murphy. “We are discussing sales coverage with several very interested and substantial sales representative organizations and look forward to interviewing other interested distributors at the show”.

Duquesa Marketing to Unveil Client Web-site to Coincide with Product Launch at Magic Show, Feb. 13-15

Thursday, February 2nd, 2012

Duquesa Marketing

www.DuquesaMarketing.com

Press Release

For Immediate Release

Contact:  Geoff Ficke

859-567-1609

Duquesa Marketing to Unveil Client Web-site to Coincide with Product Launch at Magic Show, Feb. 13-15

www.MurphyWear.com to Detail Unique New Men’s Undergarments Featuring Proprietary MX-P Anti-Microbial Moisture Barrier Technology

Florence, KY   Nancy Ficke, General Manager of international Branding, Product Development and Consumer Product Consulting firm Duquesa Marketing announced today that her group has completed design work for the launch of the www.MurphyWear.com web-site for their client, Murphy Underwear.

“This site will go on-line to support the unveiling of Murphy Underwear at the Magic Show, Mandalay Bay, Las Vegas, the largest men’s fashion trade show in the United States”, said Mrs. Ficke. “The product is a revolution in the category of male underwear and offers fit, comfort and technology features never before seen in this space”.

“The web-site contains a number of key teaching elements about the unique features of Murphy Underwear”, said Alexis Bruning, V.P. of New Product Development for Duquesa Marketing. “The proprietary quick-wicking textile weave and the MX-P Anti-Microbial Moisture Barrier Technology separate the garments from any other product on the market and visitors will quickly grasp their significance”.

“Murphy Underwear will be introduced at stand 29099 at the Magic Show at Mandalay Bay”, said Mrs. Ficke. “Pricing, fashion color assortments, value packages and sales promotions will be presented to the men’s retail market and the web-site will be open on February 12”.

Murphy Underwear Engages dP Design to Create Graphic Art for Spring-2012 Brand Launch

Friday, January 13th, 2012

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

Contact:  Geoff Ficke

859-567-1609

Murphy Underwear Engages dP Design to Create Graphic Art for Spring-2012 Brand Launch

Premium Underwear Features MX-P Anti-Microbial Moisture Barrier Technology for Extra Confidence

Hattiesburg, MS  Boyd Murphy, creator of Murphy Underwear announced today that his Company has engaged the services of Cincinnati-based dP Design to create the visual Branding elements for the upcoming retail introduction of his line of luxury men’s briefs and boxer briefs enhanced with MX-P Anti-Microbial Moisture Barrier Technology.

“We reviewed many options presented by our Managing Consulting firm Duquesa Marketing”, said Mr. Murphy. “dP Design stood apart as a Graphics Arts firm with a unique understanding of our product and the fashion market we will be entering. We are excited to be working with Diana Puppin and her group”.

“My firm has worked on a number of luxury product launches with Duquesa Marketing”, said Diana Puppin, Pres. of dP Design.“When the Murphy Underwear project was presented by Nancy and Geoff Ficke we recognized that this product was so much more than just another men’s underwear item, but a real breakthrough in comfort and new barrier technologies”.

Murphy Underwear, featuring MX-P Anti-Microbial Moisture Barrier Technology will be introduced to better retailers and haberdasheries during Spring-2012. A complete menu of launch activities, trade shows, sales promotions and special value packaging is being finalized and will be unveiled shortly.

Murphy Underwear Retail Launch Set for Upcoming Magic Show in Las Vegas February 13-15, 2012

Monday, January 2nd, 2012

Duquesa Marketing

www.duquesamarketing.com

Press Release

For Immediate Release

January 2, 2012

Contact:  Geoff Ficke

gficke@msn.com

Murphy Underwear Retail Launch Set for Upcoming Magic Show in Las Vegas February 13-15, 2012

Unique Advance in Comfort and Confidence Features MX-P Anti-Microbial Moisture Barrier Technology

Hattiesburg, MS    Boyd Murphy, creator of Murphy Underwear announced today that his line of luxury men’s briefs and boxer briefs will be introduced at the Magic Show, Las Vegas Convention Center, February 13-15, 2012. Magic Show is the premiere trade expo for male fashion and accessory products.

“Murphy Underwear is excited to announce that our advanced comfort and confidence inspired products will be launched at this February’s Magic Show”, said Mr. Murphy. “As designers of a true luxury product we wanted to launch at a show known for presenting the finest in male fashion and grooming products and that defines what the Magic Show is all about”.

“We advised our client Murphy Underwear that the Magic Show was the best possible American venue for introducing their line”, said Geoff Ficke, President of Florence, KY based Duquesa Marketing, managing consultants for the Murphy Underwear project. “The products have so many upscale comfort, design, and new barrier technologies that we are confident the discriminating Magic Show attendees will recognize these unique features and benefits and offer Murphy Underwear to their customers”.

Murphy Underwear features their proprietary MX-P Anti-Microbial Moisture Barrier Technology. Pricing, sales promotion and value sets will be announced at the Magic Show. The product will be available in three designer colors, and two styles: briefs and boxer briefs. The Company is in the process of assembling Manufacturers Rep sales coverage on an exclusive territorial basis.

Murphy Wear Announces Appointment of Duquesa Marketing to Manage Accessory Product Launch

Wednesday, October 12th, 2011

Duquesa Marketing, Inc.

www.duquesamarketing.com

 

Press Release

For Immediate Release

October 12, 2011

Contact:  Geoff Ficke

859-567-1609 

Murphy Wear Announces Appointment of Duquesa Marketing to Manage Accessory Product Launch                       

Pioneering MX-P Technology Enhanced Fiber to Provide Wearer  With Breakthrough Comfort and Hygiene Experience

Hattiesburg, MS   Boyd Murphy, the Entrepreneur and Inventor of Murphy , Overconfident Underwear announced today his design firm has engaged the services of international award winning Consumer Product Development and Branding Consulting firm Duquesa Marketing to act as managing consultants for the production and market launch of a new concept in men’s undergarments.   

“My partners at Noetic Technologies and I have searched for the maximum combination of fashion, marketing and logistics experience as we prepare to bring Murphy Wear to male fashion consumers”, said Mr. Murphy. “After interviewing the team from Duquesa Marketing we knew we had found the best fit and a turnkey team of professionals to manage all aspects of the lines rollout”.

 “Boyd Murphy and Noetic Technologies have engineered a wonderful, simply elegant solution to an embarrassing problem that all men experience”, said Geoff Ficke, President of Florence, KY based Duquesa Marketing. “The MX-P Technology that they will introduce is a revolution in offering breakthrough  protection, maximizing comfort and product fit in a men’s underwear product”. 

Murphy Wear and Duquesa Marketing plan to introduce the new line of hygienic underwear products to the men’s fashion trade in Spring- 2012. “Pricing, sales promotion and distribution plans will be announced at that time”, said Boyd Murphy.

Duquesa Marketing Appointed Managing Consultants For Murphy Wear Overconfident Underwear Line

Friday, October 7th, 2011

Duquesa Marketing, Inc.

www.duquesamarketing.com

Press Release

For Immediate Release

October 7, 2011

Contact:  Geoff Ficke

859-567-1609

gficke@msn.com

Duquesa Marketing Appointed Managing Consultants For Murphy Wear Overconfident Underwear Line 

Hygienic Men’s Fashion Products to Utilize Breakthrough MX-P Fiber Technology and Will Enter the Retail Market in Spring-2012 

Florence, KY Alexis Bruning, V.P. of New Product Development for award winning international Consumer Product Development and Branding Consulting firm Duquesa Marketing announced today that her group has been engaged to act as Managing Consultants for the launch of Murphy Wear Overconfident Underwear. 

“Boyd Murphy and his partners at Noetic Technologies presented us with a line of men’s underwear”, said Ms. Bruning. “We never expected such a mundane product to become so exciting by the simple addition of MX-P fiber technology. This provides a fresh breakthrough in hygienic comfort for male wearers”.

“We interviewed a large number of Marketing Consulting firms”, said Boyd Murphy, President of Hattiesburg, MS based Murphy Wear. “Duquesa Marketing was the only firm we met that had vast experience in Product Development, Consumer Product Marketing, Branding, Sales and Logistics. It was an easy choice for us to partner with Nancy and Geoff Ficke”. 

For over 40 years Duquesa Marketing has worked with small and micro-businesses, multinationals, entrepreneurs and inventors to provide a vast menu of services for Consumer Product projects. The Company has extensive experience in retail distribution to all sales channels in the United States and internationally.

Murphy Wear Announces Appointment of Duquesa Marketing to Manage Accessory Product Launch

Thursday, October 6th, 2011

Duquesa Marketing, Inc.

www.duquesamarketing.com

 

Press Release

For Immediate Release

October 6, 2011

Contact:  Geoff Ficke

859-567-1609

gficke@msn.com

 

Murphy Wear Announces Appointment of Duquesa Marketing to Manage Accessory Product Launch                       

Pioneering MX-P Technology Enhanced Fiber to Provide Wearer With Breakthrough Comfort and Hygiene Experience 

Hattiesburg, MS   Boyd Murphy, the Entrepreneur and Inventor of Murphy Wear, Overconfident Underwear announced today his design firm has engaged the services of international award winning Consumer Product Development and Branding Consulting firm Duquesa Marketing to act as managing consultants for the production and market launch of a new concept in men’s undergarments.   

“My partners at Noetic Technologies and I have searched for the maximum combination of fashion, marketing and logistics experience as we prepare to bring Murphy Wear to male fashion consumers”, said Mr. Murphy. “After interviewing the team from Duquesa Marketing we knew we had found the best fit and a turnkey team of professionals to manage all aspects of the lines rollout”. 

“Boyd Murphy and Noetic Technologies have engineered a wonderful, simply elegant solution to an embarrassing problem that all men experience”, said Geoff Ficke, President of Florence, KY based Duquesa Marketing. “The MX-P Technology that they will introduce is a revolution in offering breakthrough hygiene protection, maximizing comfort and product fit in a men’s underwear product”. 

Murphy Wear and Duquesa Marketing plan to introduce the new line of hygienic underwear products to the men’s fashion trade in Spring- 2012. “Pricing, sales promotion and distribution plans will be announced at that time”, said Boyd Murphy.