Expanding the Market on Bridal Garters

I must admit that the custom of wearing a flimsy bridal garter as part of the wedding ensemble is a charming touch; definitely one which would enhance the wedding experience when removed in private by her newly-wedded spouse.  

The part of the groom publicly removing the garter as part of the post-ceremony hijinks at a reception, then tossing it to a group of bachelors, not so much.  Many bridal garter sets come with two garters:  a more elaborate one for a wedding keepsake, and a smaller one for the toss. As a matter of fact, I find the garter toss to be tacky!  Especially so if he uses his teeth to remove it!  Now everyone expects the newly-wed couple to do it, but too naked an allusion does coarsen the solemnity of the affair.  (Angel sniffs disapprovingly, then stamps her foot.)  Coming in second is the bride tossing the bouquet to the as-yet-unmarried women and girls.  That can be hard on those in their thirties, especially if they have to compete for the bouquet with teenage girls!* 

Anyway, couples tend to get married at an older age, and more often with less formality and traditional wedding trappings.  That's bad news for the wedding industry.  Anyway, there were fewer weddings in part due to the decline in birth rate since the heyday of the Baby Boomers!

Sheila's Fine Bridal Garters was a company experiencing this demographically-induced recession, and the owner called a meeting to deal with this problem.  The staffers all realized that, indeed, there was a problem.

Finally, Clara, who had gotten a marketing degree from an on-line institution, proposed that Sheila's Fine Bridal Garters should diversify the potential market: repositioning them as possibilities in other circumstances, as well.

The CEO of the company was intrigued, and invited Clara to expound on her thinking.

"Well, Sir, we could start to market a line of Promwear Garters.  After all, some Millenials do wait for prom night to lose their virginity.  This would help make it a special event."

"Hmmm....."

Clara quickly added, "Well, we could also offer a line of First Time Garters or You Got Lucky Garters.  This would provide the guys with some tangible proof to his boon companions that he indeed got lucky."

Wilhelmina, the accountant, observed, "But the company is Sheila's Fine Bridal Garters.  Wouldn't marketing to the prom crowd or the casual affair market get us off-message?"

Clara replied, "Well, maybe the company should shorten its name to "Sheila's Fine Garters."

Sakura, who sometimes dressed whimsically in the Lolita look, added, "You could seek the niche market by offering black and red Elegant Gothic Lolita Garters.

Wilhelmina doggedly added, "What about the moral implications?  Would we garner bad publicity by seeming to support promiscuity?"

Clara observed, "Yes and no.  Yes among the prudes; but not among the groups that we are targeting."

This just goes to show that a little creative marketing can transform a company in the doldrums into one that is known for its innovation in development.  Sometimes it just calls for a different paradigm!  As a further example, there are already sports team-themed garters. 

Mike might find this one to be especially of interest.

*In some Cajun weddings, it is a tradition that, if a younger brother or sister marries before the older one, the older one must dance with a broom at the wedding dance.