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Integrated Agency Cibo Delivers Groundbreaking Brand Experience for Generation Tux

Cibo, an integrated brand experience agency, today announced its work with newly-launched Generation Tux, a George Zimmer Company that is disrupting the online tuxedo and suit rental market.


Generation Tux, along with its founder George Zimmer, founder and former CEO of Men’s Wearhouse, engaged Cibo to design many facets of the new company’s brand identity, including the logo and entire online shopping and group management experience.

“We’re extremely proud of the work we’ve done for Generation Tux,” said Alder Yarrow, Cibo’s Chief Experience Officer. “We’ve been developing new methodologies over the years that approach brand strategy and brand experience design in new innovative ways. Generation Tux was an opportunity to apply our Brand Experience Strategy approach to men’s formal wear and online retailing and we’re thrilled with the results.”

Cibo refers to brand experience strategy as a way to plan for and capitalize on key experience moments across the customer’s interaction points with a brand. Generation Tux is the result of this kind of strategy and design thinking.

“Working with Cibo was crucial to our success,” said Generation Tux Chief Marketing Officer Matt Schow. “Their combination of deep UX and e-commerce expertise, brand strategy and identity design ensured that the complexities of this business were never imposed on the customer. We ended up with a fantastic brand and an intuitive user experience.”

Several aspects of the digital business required thoughtful and innovative approaches to the customer’s experience. The site contains 17 key commerce flows that provide different experiences depending on whether the user is the bride, groom, wedding planner or member of the wedding party.

“Ensuring that everyone has understood, measured, paid for and returned their tuxedos is the last thing that most people want to deal with leading up to their big day,” said Yarrow. “We developed a simple and effective workflow for moving groomsmen through the process using web, e-mail and SMS, as well as a comprehensive dashboard for the bride or groom to track the progress and status of every individual in the wedding party.”

“I knew this was going to be one of the most complex e-commerce projects I’ve seen,” said Schow, “and Cibo nailed it.”

Other innovative features include a guided self-measuring process; easy event set-up; shared event administration for wedding planners; and deep social integration.

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This article was originally published on MarketWatch.