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Category:
Published: February 2008
Anthony Commisso talks candidly about the hardships of starting a business, the need for a sense of humor, and his unique approach to selling formalwear.
Success Magazine:What does success mean to you?
Anthony Commisso: Living and working in a way that can have a profound effect on humanity. Every relationship that we have, from our families to our employees, is critical in trying to make a change for the better in life. It is a ripple effect, and has to start somewhere. If everyone tried to make one person more successful in some way, we would have a better world to live in.
SM: How did you get started in formalwear?
AC: After graduating from Siena College, and a brief stint in Corporate America, I became passionate about being an entrepreneur. Having grown up in the family business, Cosimos Restaurant, it was in my blood. I started in formalwear in the late 80s part time, and then I added to that the experience of different industries. It was the knowledge I gained in those experiences that led me to an approach that has made me successful in formalwear.
SM: When you began, you didnt have a business plan, a sales plan, or a market plan. How did you get started?
AC: The store that I bought had a good reputation from the previous owner. The name had credibility. So, I just went out there and got it done. I did bridal shows. The first months rent I actually borrowed from a friend of mine from Vegas. I did however set a goal for myself, to book one wedding a day. I figured out that if I booked one wedding a day, I could pay the rent, the expenses and still have a little left over for me.
SM: So you were out on a limb- you had no line of credit. How did you establish a business?
AC: Initially it was a COD thing. I had to establish myself with a supplier. Once they saw that my volume was more significant than what was previously going on in that store, the supplier realized that I had something. There was a fire ignited.
SM: How long did it take before you actually had a positive cash flow?
AC: Immediately after our first prom season. We opened in January. Weddings are the most significant part of the business, but they dont start happening until the prom season. So, that was really when it all began.
SM: As an entrepreneur you have to accept risks. You were willing to do that. Why become an entrepreneur instead of working with somebody else?
AC: I am very headstrong. I am also creative. When I worked for other people, I had creative marketing ideas. I would offer solutions to issues and suggest improvements. I would bring those ideas to their attention and I never felt as though it was embraced. In fact, on more than a few occasions I experienced superiors using my ideas to advance their own careers. I decided if I wanted to see my visions come to fruition, I would have to make it happen for myself.
SM: How did you apply your creative marketing to this business, and what did you do differently to make this business successful?
AC: I made myself different by talking to people and not at them. I felt that what was lacking in our trade was a very candid consultative approach. I gave opinions about what would paint the perfect wedding picture, or what would make a kid look his best at the prom. Competitors were afraid to make suggestions for fear of losing the client. I wasnt, and it paid off. The feedback from clients was that they appreciated my straightforwardness and referred others to me because of it.
SM: Many entrepreneurs are great at selling and promotions, but then the back of the house is a disaster. Was this true for you?
AC: Yes, the back of the house was a disaster. The supplier that I had was not very cooperative in the beginning. They didnt have a lot of faith in me initially, but I proved them wrong. I have become one of their largest accounts. But yes, the operational side of it was very difficult. I had to relearn everything. With the rampant use of causal wear, the clothing industry had changed. With it came a very different expectation of how things should look and fit. There were a lot of things that I wasnt sure about. I made mistakes, and I lamented over them. I pride myself on doing a good job. It took learning from my mistakes to really get a sense of how it works. Thats the way it is. You wont gain anything or grow, if you never experience failure. Now I have a very fluid operation.
SM: At that point you were doing well. You were learning from your mistakes, and had a positive cash flow. What did you do to continue that forward motion and build upon the client base that you had?
AC: I just kept doing what I had been doing. There were stumbling blocks to overcome though. They sold the building where I was first located, so for a short time I was forced to work out of a mall. That turned out to be a blessing, because I got a lot of exposure. I then settled into an affordable and brand new store where I am currently located.
SM: So dealing with change and adversity is the key to success?
AC: If you are not running up against adversity, you are not alive. Every year I was challenged with some type of adversity, whether it was the advent of a new competitor or the efforts of another to attempt to infringe on my trademark. I constantly dealt with others usurping my marketing and service approach, which wasted a lot of time and money. Because of the September 11th tragedy, people were not inclined to have elaborate celebrations, and thus 2002 became the worst year for formalwear. In 2002, I also became a father of triplets. One child had very serious complications that demanded all of my focus, so business naturally suffered from that as well.
SM: How did you overcome the adversity?
AC: With the grace of God. I have a devotion to St. Anthony and the Divine Mercy of the Lord who saw us through this challenging time. I always take every opportunity to thank the dedicated staff of the Albany Childrens Hospital, for their dedicated hearts and skilled hands. We are eternally grateful for the love of our family and dear friends who supported us in every way.
SM: What is the most important thing you learned in going through those tough times?
AC: That I can get through those times. I have the ability to recognize my participation in that adversity. There is a cause and effect to it. You dont run across adversity without putting yourself in that position. Once you recognize that your choices have played a role in your life, you can handle the outcome better. You have to take ownership in the things that surround you. I think there are a lot of people walking around in denial.
SM: You have to constantly be moving forward. As an entrepreneur you do what ever it takes. Not everyone understands that there is no comfort zone.
AC: My business is on my mind 365 days a year and Im at my store for most of them. If I am not working, I am at home on the computer or on the phone. There is always something going on somewhere for the business. Like any entrepreneur, I love it and I hate it. You love the feeling of accomplishment and helping others, but at times you would like to be able to punch the clock and say alright, goodnight.
SM: How do you hire and surround yourself with quality people so that you are able to take a step back at times?
AC: You certainly cant call it luck, but I have been fortunate in terms of timing. The right people showed up and the right connections were made. Weve taken a lot of young kids and trained them, and a few of them have gone on to be exceptionally successful. They are always appreciative. They have paid tribute to me for what they have come to learn from working here. One of the kids, Phil Parisi, really came through for my family when we needed what had become his expertise.
SM: You have a store in Latham and one in Guilderland. A new one will be opening in North Greenbush. Did you take over another Tuxego?
AC: No, there is no other Tuxego to speak of. My first location I took over from my friend, John Mearon, who gave me and several other people the opportunity to be self-employed. As for the expansion that began just last year, all of the stores are new. I had wanted to open up more stores for a long time, especially across the Hudson.
SM: What character trait helped you through this?
AC: Unfortunately, my anger. There was a time that I believed my anger could get me through anything.
SM: It isnt just the anger; its the perseverance that comes from that anger.
AC: Perseverance is such a nice answer to giveso neatly wrapped up in a little bow. But I think pure and simple, that it is our survival instinct that really gets us through those tough times. Everyone handles it and expresses it differently. Unfortunately my way is brutally honest, a bit obnoxious, very sarcastic and borderline cynical. Im also playful. A sense of humor is critical. I say I dont like people, but I really do. I build long lasting relationships with people. That is the best part of life.
SM: You are someone who knows the importance of humor and who appreciates sarcasm, but you also take your work and this trade very seriously.
AC: That is true. I am actually a published author, having written many articles on the subject of formalwear, for various publications. I have also been widely recognized in the formalwear trade, through the Nations only online publication EFN (E Formal News). The publisher Paul Pannone often refers to me as an enigma in our trade and regularly quotes me, for my diverse and candid opinions and unconventional ideology.
SM: You have opened up Guilderland this past year and you are now expanding into North Greenbush. What made you want to branch out?
AC: I have long wanted to be on the other side of the river. There is nobody servicing that area. I know it to be a growing market. Guilderland opened up on a whim the space became open and I jumped at the opportunity. The timing wasnt good, and I didnt experience the growth that I wanted to there, but it will come in time. I really wanted to be in North Greenbush because of the growth that I have seen.
SM: Opening up a new location takes capital. Have you laid out a plan for your new store?
AC: I tried to get investors, but I had only a rudimentary plan. Its a tough economy and people are scared. Nobody really wants to invest in somebody. Nobody will buy your dream. You have to believe in it and do it. My friend Sean Rafferty, of California Closets, got me to see that.
SM: Would you say that the future looks good, and you are planning for success?
AC: I am hoping for success. I dont know that the future looks good. The economy has a hole in it, particularly in this industry. There are no guarantees.
SM: If you had to describe yourself in one word what would it be?
AC: Caring Heartfelt Uptight Obnoxious. It depends on the mood and the situation. You know what dichotomy. Im going with dichotomy.
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