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'Virtual Tailor' by Tom James for busy professionals

14
Dec '11
Custom suit retailer, Tom James Company, is celebrating its 45th anniversary this fall. Founded in 1966 to bring custom suit measuring and cloth selection to busy professionals in their offices, Tom James announces The Virtual Tailor, a new online resource intended to educate on the secrets of fine dressing.

“The trend is apparent,” said Todd Browne, President of Tom James. “There is a new generation of professional that is throwing off the more relaxed dress of their parents. They want to dress better, and since they didn't learn it from Dad, they really don't know how. The Virtual Tailor seeks to change that.”

“These are the guys,” said Browne, “who don't know how to put an outfit together. They don't know what Super 140s are. They haven't seen a functional button hole on a suit cuff and they've never tied a four-in-hand knot, let alone a bow tie.”

“They are hungry for information and The Virtual Tailor is the place they come for advice and knowledge so they can be appropriately attired for every occasion.”

There is even a section that shows the right and wrong choices of shirt collars based on a person's facial structure. It features Tom James clothiers as models. Real people. Real issues.

“Often, catalogs feature models who look good no matter what they wear,” said Stacey Jones, manager of the New York City office for Tom James. “We know every person is not a 40 Regular, with chiseled good looks. We advise any man, of any size. And women, too.”

Though the information is virtual, Tom James' clothing services are personal. “We know brick and mortar stores are hurting. There are so many places you can go to purchase custom clothing,” explains Jones. “Some even try to do it online.”

“That might work for that standard 40 Regular person,” says Jones, “but even they need their pants hemmed.”

“Our service is very personal in that we come directly to the client in his home or office.”

Most people aren't comfortable measuring themselves and buying online, plus, it's a hassle to return items, especially if they don't fit.

“We are advisors to our clients,” said Jones, “and now with The Virtual Tailor, we offer them an online resource that's an extension of our advice. There's even a blog that addresses typical questions busy professionals have.”

Videos are also part of the resource. The Virtual Tailor currently offers a video on How to Tie a Four-in-Hand Knot (the only knot you'll ever need), as well as How to Pack for a 3-day Business Trip. Upcoming videos include topics such as How to Tie a Bow-tie, and The Three Key Ways to Wear a Pocket Square. These videos feature Tim Cornell, a Tom James clothier from Milwaukee.

“We'll cover lots of the basics,” said Cornell, “but with a twist. There's always a little humor thrown in. If you're going to learn, I figure, let's make it fun.”

“Tim has been dressing me since 2006,” said S. Adam Stone, Vice President – Investment for National Exchange Bank and Trust. “He's helped me refine my style and since doing business with him, I'm happy to say I can steer clear of department stores. I know he'll bring out some really good ideas for people.”


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