A view from the shop fkoor

Back to school 2022

A view from the shop floor.

Back to School is always challenging, and each year brings its highs and lows.

Here at Insight we spoke to three retailers to get their views on the trends in store, and how they see their customers shopping for schoolwear this summer.

Peter Dalton Nextgen Clothing

Peter Dalton from Nextgen clothing says that ‘Careful’ is the word he’d use to describe customers this year. Serving 140 schools in and around York, and covering a broad range of catchments and incomes, his business is a good indicator of how parents in the region are reacting to cost of living concerns.

‘Customers are being more conservative, there’s no doubt about it,’ says Peter. ‘And it’s not helped by misinformation on costs spread in the media. Indeed, most parents are pleasantly surprised by the reasonableness of their total bill. So it may be that as anxieties ease we will see some spend come back later in the year – certainly, we hope so.’

That said, Peter acknowledges there are a growing number who are struggling and worried about their budget. ‘We’ve seen many more families deciding to buy some garments elsewhere or not renew last year’s items.’ There’s been an increase in direct support from schools to parents which helps, but even so, some parents are still shopping around.

Earlier this year, Nextgen contacted all their partner schools making a commitment to hold prices on essential items throughout the whole of 2022. Despite inflationary pressure they’re proud to have kept that promise. ‘It’s vital that we promote the value for money of schoolwear.’ says Peter.

Top Tip!

Contact your schools regularly. Remind them that you are actively working for their parents. Don’t leave communication to them for the times when there are problems!

Michael Mirpuri Rough Cut Casuals

Michael Mirpuri from Rough Cut Casuals in Islington says that ‘prices have been the number one issue this summer.’ Serving their community for more than 47 years, Rough Cut supplies a range of state schools and value is a vital component of their customer service.

‘More than ever, we’ve seen parents with real concern about prices,’ he explains. ‘Customers will come to us for compulsory items, but they are clearly shopping around at outlets such as Primark and M&S too.’

With so much experience Michael understands the importance of schoolwear and is pleased that his local schools still back uniform policies for consistency, inclusion and safety. But he’s frustrated at the negative publicity and unrealistic figures bandied about in the press.

‘In August there were many articles claiming the cost of uniform was above £500. It’s a ridiculous figure for this area,’ he says. ‘But unfortunately, these cheap headlines spread concern that uniform is more expensive than it is or should be.’

On a brighter note, Michael credits his long association with the community as helping in these challenging times. ‘We have children coming to our store with their grandparents whom we clothed for decades. That’s a lovely part of our job and it reminds us that care and service is what makes our business flourish.’

Top Tip!

Be part of your community. Try to move with the times in a way that keeps those personal connections with your customers and schools.

Caeryn Collins Impressions Uniforms

Caeryn Collins from Impressions Uniforms says that it’s been a varied summer but that volume is a good indicator of parental concerns. ‘We have just as many customers, but many parents are buying fewer items. Whereas previously they might have bought two jumpers and three or four polos, this year it’s one jumper and two polos.’

Impressions has three shops in the North West and Caeryn is founder of Smart Futures, a Community Interest Company that recycles second hand uniform. ‘We’ve stocked quality pre-used garments in store this summer and many parents have chosen to mix and match with new items — especially for spares or less essential items.’

Caeryn says that stocking second hand items is one of the best ways to promote the value of quality schoolwear. ‘Virtually all the items we sell through Smart Futures are from specialist suppliers because they are the products which last.’

Parents, she adds, are especially mindful of the pressures on their household budget, with many delaying purchases to later in the year, or supplementing core purchases with cheaper items. It’s interesting though that sales of some basic items such as shirts and blouses have held up well, which she attributes to more customers coming into store after the pandemic.

Impressions offered an early bird discount to parents ordering a package of garments in spring, with the option to choose sizes in the summer. ‘We worked hard to get the message across to parents and schools,’ explains Caeryn. ‘But it was worth it, and some customers saved as much as 20%.’

For all the focus on cost, great service and knowledgeable staff are still the bedrock of schoolwear specialists, says Caeryn, and she’s as worried about the impact of inflation on them. ‘We have to support our people too, and to me, that’s just as concerning as rising energy bills.’

Top Tip!

Communicate your cost-saving ideas. Impressions have used the blog section of their website to promote: buying early; school vouchers; early bird packages; and even advice how to wash items so they last longer.