Vera Wang officially announced her brand’s foray into men’s formalwear today, having signed a licensing deal with Men’s Wearhouse to make tuxedos. The line will be called Black by Vera Wang (because her David’s Bridal line is called White by Vera Wang, get it?), and the first collection will hit stores in late spring 2012. The target consumers are men attending/participating in weddings, and according to Men’s Wearhouse CEO Doug Ewert, they have a very specific marketing strategy: Go after the brides-to-be. “The bride is the decision maker,” Ewert says. “The first thing that a girl does when she gets engaged is start shopping for a dress. And we will get in front of her very early in the process.” So, ladies! Expect to see lots of Black by Vera Wang ads and other marketing materials in David’s Bridal stores, because the two retailers are partners. But unlike the White by Vera Wang dresses, men get to rent their tuxedos instead of buying them; the starting price for a full tux will be $219.99.
Vera Wang. Photo: Charles Eshelman/WireImage