Surprise! The primary audience for men’s formalwear rental are women; and they have high expectations, specific timelines and unique needs that must be satisfied or they will defect to another brand in the blink of an eye. We helped Generation Tux navigate the brand and experience needs between the bride, the groom and the best men. Gen Tux gained quick success in big part because we took a fresh approach with the messaging and branding that outflanked the competition.