And how weddings could quietly become your best source of repeat business and referrals
As Business of Fashion recently highlighted in the “Why So Many Brands Are Saying ‘I Do’ to Bridal” article, ready-to-wear womenswear brands are aggressively expanding into bridalwear. Why? Because weddings are one of the few categories in fashion that are resilient, emotional, and viral — even in a shaky economy.
But here’s what the article didn’t say outright: custom tailors — especially those serving men — are sitting on a golden opportunity. And it’s hiding in plain sight.
Today’s grooms don’t want a rental. They want a story, a fit, and a style that reflects them. Many are choosing custom suits not just for the big day, but for all the events leading up to it: engagements, rehearsal dinners, bachelor trips, even the honeymoon. That’s multiple suits, not just one.
And don’t stop at the groom — groomsmen, fathers, brothers, and even guests are looking for elevated looks they can wear again. The wedding ripple effect is real.
Unlike everyday suit buyers, wedding clients are often on a mission. They’re highly motivated, emotionally invested, and want everything to be perfect. Do a great job, and you won’t just get one happy customer — you’ll get referrals from the entire wedding party (and their Instagram followers).
One client could turn into five. And those five could become your long-term base.
Weddings give you volume opportunities like corporate uniforms do — but with better creative freedom and higher margins. Coordinated suits, shirts, waistcoats, even monogrammed details — it all adds up. Package it well, and you’ve got an irresistible offer.
Position yourself as the expert for grooms who don’t know where to start. Offer style inspiration by body type, venue, or theme (garden, formal, destination, etc.). Include tips for coordinating with the bride without matching too literally.
Offer pricing tiers for groom + groomsmen packages. Throw in extras like embroidered shirt cuffs, waistcoat personalization, or tie styling guides to boost perceived value.
Weddings are personal. Grooms (and sometimes their partners or mothers) want reassurance, not a hard sell. Make the consultation process calm, celebratory, and visually guided. Every fitting is a mini milestone.
Ask grooms to send or tag you in wedding photos. A well-cut suit on a smiling groom in a wedding setting? That’s content gold — and far more compelling than another studio mannequin shot.
Grooms are becoming more practical. Highlight how a wedding suit can be designed for re-wear — with minor tailoring or different styling. It makes a bigger upfront investment easier to justify.
The lessons from the article still hold:
The reason ready-to-wear brands are racing into bridal is because they see the long-term value — and they don’t even offer custom fit. You do.
So don’t wait for brides or grooms to ask. Be proactive. Build a service that turns one wedding into five loyal customers.
Show them that when it comes to fit, story, and style — the aisle starts with you.
Drop us a message. We’re always interested in how custom fashion brands like yours are navigating change. Let’s keep the conversation going..
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