SCHOOLWEAR BUYER: THE LATEST NEWS AND OPINION FROM THE SCHOOLWEAR INDUSTRY
SATCH, DISTRIBUTED BY WILLIAM TURNER
53: News
60: The promwear debate Whether it is a viable business option for schoolwear retailers
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Limited spaces left for potential exhibitors of Schoolwear
Printwear Embroidery
New products and innovations 2015 brochures and prices New suppliers Existing suppliers face to face Three great days of networking opportunities
Smarter for longer Our eighty years in business counts, and whether you want a plain stock garment, speedy embroidery, bespoke knitwear or fastrack service we can deliver – all year through.
Rowlinson Knitwear Limited Woodbank Mills, Turncroft Lane, Stockport SK1 4AR t: 0161 477 7791 • Free Fax Orderline: 0800 072 0217 e: sales@rowlinson-knitwear.com
www.rowlinson-knitwear.com
SCHOOLWEAR | WWW.CWB-ONLINE.CO.UK
Schoolwear NEWS: The latest news from the schoolwear industry. CHARITY TO PROVIDE SCHOOL UNIFORMS Manchester children’s charity Wood Street Mission has launched an initiative to kit out all local children living in poverty for school. SmartStart Manchester & Salford will distribute £1m worth of school uniform and kit in the next four years. The charity aims to raise the money primarily from the city’s business community and has been given a £100,000 donation from the Zochonis Charitable Trust to launch the fund. It is also using a £100,000 legacy gift to support the initiative. “We want to grow a fund in partnership with the city’s professional firms and businesses, to help children fit in and achieve in school so they grow up to fulfil their potential and contribute their skills and talents to our growing economy,” says Roseanne Sweeney, chief executive of Wood Street Mission.” —
BACK TO SCHOOL WITH YOUNG SOLES London kids’ footwear brand Young Soles is targeting the Back to School market with its a/w 15 collection of comfortable, yet classic, lightweight shoes that combine British heritage with contemporary style. Responding to customer demand, it has also introduced new winter boots – a Chelsea Boot for both boys and girls and a lace and zip-up brogue boot. “For a/w 15, we have moved on from the traditional styles of our first two seasons, mixing our heritage cuts with contemporary prints and high shine leather, mostly seen on formal shoes,” says Young Soles’ founder, Louise Shill. —
NEWS IN BRIEF
NEW UK-CERTIFIED ORGANIC KNITWEAR BRAND Cornish Organic Wool has launched a British, certified, own-brand organic knitwear collection, offering an innovative solution to sustainable style. Both branded and own-brand solutions are available, as well as a wide selection of knitting and dyeing options, giving full flexibility on colour and style. The company was launched in 2005 by Matt Hopson, who purchased organic wool direct from farmers and produced certified organic hand-knit yarns on a small scale. With no organic dyers in the UK, he approached Yorkshire yarn-dyer Paint Box Textiles, who he persuaded to become certified with the Soil Association. Ten years on, with a certified hand-framed knitwear factory, Cornish Organic Wool and Paint Box Textiles are still working together to produce organically certified knitwear for the industry. For more information email info@ cornishorganicwool.co.uk. —
BLUE MAX BANNER MANAGEMENT BUYOUT
UK LAUNCH FOR SATCH
The shareholders of schoolwear specialist Blue Max Group have announced the sale of the business. The buyout has been led by Blue Max Group’s managing director, Nigel Plenderleith, and backed by growth capital investor MML Capital Partners. “MML was our preferred investment partner because it promised long-term commitment and investment in the business,” says Plenderleith, who will continue in his role as Blue Max Banner MD under the new ownership. “The MML team is also flexible in its approach and will allow us to get on with the job,” he continues. “It’s very much business as usual.” Blue Max, which was founded by Mary Fawcus in 1987, has been majority owned by the Fawcus family since its inception. Mary Fawcus, her husband and former CEO, David Fawcus, will be retiring from the business. Their daughter Fenella will also be leaving to pursue other interests. —
William Turner & Son has been appointed UK distributor for German school accessories brand Satch. “We are well known in the schoolwear industry for our range of Unicol school bags,” says William Turner’s sales director, Andy Smith. “Distributing Satch allows us to offer both our existing, and hopefully new customers, a range that combines fashion with functionality.” The Satch range includes a backpack, pencil case, duffle bag, gym bag and wallet in a wide selection of colours, with all fabrics made from 100 per cent recycled PET bottles. Key within the offer is the Satch Classic backpack. Ergonomic features allow the bag to be adjusted to the height of the wearer. It also has a height adjustable chest strap, broad hip belt and breathable back padding. Reflective material throughout the bag ensures visibility. —
A Skipton primary school pupil was responsible for coming up with the new name of A Skip to School for a local, recently reopened schoolwear shop. Store owner Alison Greenwood hosted a competition to rename the shop - formerly Top Marks - with the prize of a £100 Argos voucher for the winning name.
Discount supermarket Aldi launched its Back to School range in July, with a school uniform costing £4. The price included two polo shirts, a round-neck sweater and a skirt or a pair of trousers. The uniform, which was made in Bangladesh, was available in a range of colours.
This summer saw the launch of Urban Junk’s new Back to School backpacks. The launch added ten new additions to its Urban Junk range, totalling a collection of over 40 designs. The new series includes bags named Fly High Junky and Jiggy, which features a jigsaw design of embossed material.
AUGUST/SEPTEMBER 2015 - 53
THE SCHOOLWEAR SHOW 11 - 13 OCTOBER 2015 CRANMORE PARK, SOLIHULL THE UK’S ONLY NATIONAL SCHOOLWEAR SHOW PLAYS HOST TO BRITAIN’S LEADING SCHOOLWEAR SUPPLIERS.
1880 STAND 2 This season, 1880 CLUB is continuing to build on its reputation by creating and presenting their most comprehensive range of Schoolwear yet. By ensuring every piece is built for the classroom, yet durable enough for the playground, the 2016 Schoolwear Collection is made for the long-term. Tel: 028 9332 7777 Email: schoolwear@1880CLUB.com www.1880CLUB.com Another quality brand from Douglas and Grahame
BALMORAL KNITWEAR STAND 25 High quality school knitwear in Wool-Acrylic, TPA 100% Acrylic, Cotton-Acrylic and Wool-Nylon. Stock styles with embroidery; bespoke styles 24+. Pullovers, cardigans, hats & scarves – UK & off-shore manufacture. Tel: 01900 829 229 Email: info@balmoralsales.co.uk www.balmoralknitwear.co.uk
ASSOCIATED INDEPENDENT STORES LTD CRANMORE PARK, SHIRLEY SOLIHULL B90 4LF Proud to be hosting the Schoolwear Show at Cranmore Park for the 17th successive year, AIS is the largest non-food buying group in the UK. Members include Department Stores, Garden Centres and Intersport UK sportswear stores; who sell specialist schoolwear. charlotte.roberts@aistores.co.uk Patrons of The Schoolwear Association
BLUE MAX BANNER LIMITED STAND 21 & 26 As the largest supplier of Schoolwear to the independent market, we offer a wide range of Bespoke and generic product of the highest standard of quality, service and value. Tel: 0845 23 00 888 Email: sales@bluemaxbanner.co.uk www.bluemaxbanner.co.uk
AMAYA SALES UK LTD STAND 52 Suppliers of Melco/Amaya XTS Embroidery machines, Texjet Plus Direct to Garment Printers, Graphtec Vinyl cutters and Vinyl. See how the these products can drastically improve your production. Amaya Sales UK Ltd Tel: 02392 590281 Email: sales@amayauk.com www.amayauk.com Showrooms in Hampshire and Nottinghamshire.
BO-BELL STAND 8 Be-Bell with over 25 years experience developing leather children’s shoes all produced in our factory in Portugal. Specialising in leather School Shoes sizes 24-39. Boy’s FGH fitting, Girls DEFG fitting. Email: davidroberts11@me.com Tel: 07809 426922 Email: billy@studio03.co.uk Tel: 07836 559688 www.bo-bell.pt
CANDY BOWS HAIR ACCESSORIES STAND 44 Candy Bows specialises in hand tied traditional hair bows and hair accessories for school, Ballet, Brownies and Rainbows. We offer a made to match service for individual Schools and school wear retailers. Tel: 0113 203 7194 / 07768253267 Email: info@candybows.co.uk www.candybows.co.uk
CARIBEE
CARTASPORT.MASITA
STAND 45
STAND 11
Caribee offers a wide selection of backpacks, schoolbags and accessories. Caribee have a reputation for great quality, stylish and practical backpacks that offer excellent value for money. Tel: 0131 554 5555 Email: jacquie@brandagility.co.uk www.caribee-uk.com
Cartasport: UK made, skortz, skirts, ath. briefs, gym knickers, lycra shorts, special design football socks. Cricket & rugby clothing. Masita: Tracksuits, rain jackets, football jerseys/shorts, polo & T-shirts, Bags. Tel: 01535 600342 Fax: 01535 611489 Email: sales@cartasport.com Web: www.cartasport.com
CHADWICK TEXTILES LTD
CHARLES KIRK
DAVID LUKE
STAND 16
STAND 20
STAND 5 & 6
“Brand quality” performance teamsport garments, a fully coordinated stock range. Meeting the growing demand for high quality functional sportswear in the education sector – “fit for purpose” – talk to the experts. Tel: 01619272565 Email: sales@chadwicktextiles.co.uk www.chadwicktextiles.co.uk
Charles Kirk is a family business manufacturing, supplying, embroidering and printing specialised knitwear, sweatshirts and accessories to create a distinctive school uniform giving pupils a sense of pride, identity and belonging. Tel: 01903 244863 Email: sales@charleskirk.co.uk www.charleskirk.co.uk
David Luke are a leading supplier of School Uniform and Sportswear to Retailers throughout the UK. With a focus on products with Eco credentials that make a difference environmentally through the supply chain; we’re #totalecool ! Tel: 0161 272 7474 Email: sales@davidluke.com www.davidluke.com
DIAMOND TEXTILES LTD
ESKIMO EPOS
EUROPA SPORTS
STAND 19
STAND 18
STAND 48
Over 20 years of experience in manufacturing high quality, durable fabrics and garments. Specialists in the fleece and schoolwear market. Tel: 0116 2510121 Email: info@diamondtextiles.co.uk www.diamondtextiles.co.uk
FALCON SPORTSWEAR
Eskimo EPOS is the multi-channel till and stock control solution with integrated e-Commerce for the Schoolwear Industry. Retailers across the UK are benefiting from the many Schoolwear specific features that come as standard with the Eskimo EPOS System. Tel: 01202 477111 Email: gary@nebulasystems.net www.eskimoepos.com
G AND D GARMENTS
Large stock range and specialist manufacturers of school clothing. We can develop your designs and supply the ready to wear garments complete with logo’s embroidery / print. Contact: Ian Beach Tel: 0116 288 1105 Email: ian@europasports.co.uk www.europasports.co.uk
GARDINER BROS LTD
STAND 33
STAND 38
STAND 1
New for 2016- EncoRe range stocked in six garments and four colourways. Spirit range introduces a new stock colourway. Interested in the new Falcon Primary range? Visit our stand 33. Tel: 01274 306440 Email: email@falconsports.co.uk www.falconsports.co.uk
The Dunairn and Glengarnock brand Bespoke school wear School Kilts, Skirts, Pinafores, summer dresses, ties. Junior and senior trousers, shorts Bermuda shorts, Breeks and cord garments. Any garments can be made in tartan. Bespoke school wear Tel: 0141 774 5900 Email: tina.gibson@gdgarments.co.uk Email: robert.carey@gdgarments.co.uk
Gardiners offer a complete footwear range from wellingtons to school shoes including plimsolls and trainers backed up with a comprehensive range of accessories and bags. Tel: 01452 727300 Email: adrian.cornell@gardinerbros.co.uk www.gardinerbros.co.uk
GYMPHLEX
HALBRO SPORTSWEAR LTD
HELIX / MAPED
STAND 17
STAND 39
STAND 40
Gymphlex Ltd and GFORCE Sportswear, have over 100 years of experience producing high quality sportswear, and work with some of the biggest names in UK sport and fashion. Tel: 0116 255 6326 Email: tom@gymphlex.co.uk www.gforcesportswear.co.uk
Halbro supply bespoke technical sportswear and stock items ideal for all team/school sports and associations. Always at the cutting edge of garment design and using the latest technical fabrics to produce a wide range of performance clothing, all finished to the highest specification and with short lead times. Tel: 01204 696476 Email: sales@halbro.com www.halbro.com
K.T.LABELS LTD.
LOLLIPOP
MAGICFIT KNITWEAR & SOCKS
STAND 29
STAND 46
STAND 24
Kwik Tapes complete label printing solution means that you can now produce a wide variety of labels, from iron-on and sew-in clothing labels to shoe labels, trophy labels and even ribbon printing. Please contact John or James Tel: 0121 689 2211 www.kwiktapeslabels.com
Lollipop’s extensive range of quality hair accessories for school enable stockists to gain valuable additional sales. Cotton mix, velvet and ginghams plus many styles of quality basics, all in 12 colours. Colour brochure available or order from our trade website where products can be seen in fine detail. Primrose Marketing Ltd Tel: 01494 447000 Fax: 01494 447052 Email: sales@primrosemktg.co.uk www.primrosemktg.co.uk
Helix has been synonymous with quality educational products for over 125 years and now offer a choice of 3 of the world’s most recognised educational brands; Helix, Oxford and Maped. Tel: 01384 286 860 Email: customerservices@mapedhelix.co.uk www.mapedhelix.co.uk
The Preferred choice for Knitwear and Socks. Magicfit offer the largest range of School Socks, Tights and Sports Socks as well as their unique and often imitated Magicfit School Knitwear in plain colours or with special trim. Magicfit, the preferred choice. Tel: 0116 2779789 / 2773857 Fax: 0116 2784395 Email: info@magicfit.co.uk
MAKURA SPORT LTD
MARATHON
MARTON MILLS
STAND 43
STAND 4
STAND 34
Makura Sport are a mouthguard manufacturer based in the UK, since its inception the brand has developed a reputation for producing high quality products at affordable prices accompanied by excellent customer service. Tel: 0330 333 8940 Email: robert.davies@makurasport.com www.makurasport.com
Supplying premium quality school bags for over 25 years. At this year’s show we will be introducing our new revolutionary school bag fabric, TUFFlite ®. Visit our stand to learn how we are achieving a lighter, stronger school bag whilst maintaining our superior quality standards. Tel: 01932 359 188 Email: sales@marathonss.com www.marathonss.com
Textile manufacturers Marton Mills offer a wide range of compositions and designs when choosing school wear fabric. Tel: 0113 2843364 Email: enquiries@martonmills.co.uk www.martonmills.com
NATIONAL WEAVING COMPANY
OPRO INTERNATIONAL
ORION TEAMWEAR
STAND 15 Quality Woven Name Tapes, Iron-on Name Labels, Name Tape Printing Systems, Same-day Despatch, Proud to be a UK Manufacturer! Tel: 01834 861 446 Email: sales@nationalweaving.co.uk Redstone Mill, Redstone Road, Narberth, Pembs, SA67 7ES VISIT US ON STAND 15
STAND 32
STAND 35
Three unique brands all available from the OPROGROUP: OPRO self-fit, the most advanced self-fit mouthguards in the world with great margins achievable, Maru, the perfect choice for stylish yet functional swimwear and Mueller sports supports and accessories.
Orion specialise in team & leisure wear.. Our high quality, short delivery times and value for money pricing alongside outstanding customer service all stand us apart from the competition. Our in-house design team can produce bespoke logos, themes and even design kit from scratch to your exact requirements. Tel: 0191 266 7651 www.orionteamwear.com
Tel: 01442 430690 ext.1042 Email: Catherine.hughes@oprogroup.com www.oprogroup.com
PERFORMA COURTELLE WOODBANK
PEX
POD FOOTWEAR
STAND 37
STAND 13
School socks and tights in every colour and design and always in stock, for the best quality and service. Tel: 0116 2861616 Email: info@pex-kids.com www.pexwholesale.co.uk
POD FOOTWEAR Quality footwear since 1976 Come along and visit us to preview our 2016 collection of quality leather school shoes at competitive prices. • Infants’ • Boys’ & Mens’ (up to size UK17) • Girls’ Tel: 01234 240440 Email: sales@aegisshoes.co.uk www.pod-footwear.com
RICOSTA
SATCH BY WILLIAM TURNER
STAND 47
STAND 28
SCHOOLWEAR ASSOCIATION
Leading German manufacturer of high-grade leather children’s footwear. Functional durability with that all-important fashion element for recreation and school. Tel: 0116 2597427 Email: info@footwearinternational.co.uk www.ricosta.de
William Turner & Son has been appointed UK distributer for the German brand of fashion backpacks Satch. Other accessories include a pencil case, duffle bag, gym bag and wallet. Tel: 0161 480 8582 Email: sales@william-turner.co.uk www.ergobag.com/satch
SKIDS
SPOT ON GIFTS
STABILO INTERNATIONAL
STAND 10
STAND 22
STAND 42
SKIDS™ School Shoes are a New and Exciting Brand offering high end quality without the high end price tag. Two parents quest to find tough, stylish school shoes that are able to withstand the rigours their son puts them through is the inspiration behind the Brand. SKIDS School Shoes are handmade 100 percent leather. Tel: 07973831289 / 07866532901 Email: skids@skidsforkids.co.uk www.skidsforkids.co.uk
Spot On Gifts supply ideal products for School Shops. Our top sellers include Backpacks, Gym Bags, Lunch Bags and also some major brands Speedo, Shock Doctor and others. Tel: 0208 573 0803 Email: info@spotongifts.net / sales@spotongifts.net www.spotongifts.net
STABILO have developed a range of ergonomic products that have a different version for left and right handers. From starter pencils to a ballpoint pen with integrated touch-screen stylus, the range focuses on comfort and efficiency to help children when they are both learning and improving their handwriting. Tel: 01753605656 Email: sales.UK@stabilo.com www.stabilo.co.uk
TARGET DRY
THEMAGICTOUCH (GB) LTD
STAND 51 Suppliers of Schoolwear, and in particular knitwear, plain or bespoke with special stripes. Speedy personalised embroidery, quick delivery, small minimums, and excellent customer care. Tel: 0161 477 7791 Email: sales@rowlinson-knitwear.com www.rowlinson-knitwear.com
STAND 50 Meet the SA team. Hear our plans for 2016. See what we are doing for the industry. Tell us how we can serve you better. www.schoolwearassociation.co.uk
TOP TO TOE
STAND 31
STAND 30
STAND 7
Target Dry’s collection for 2015 includes the new Carter boys’ and Charlotte girls’ coats. Perfect for casual and schoolwear, with the usual Target Dry high quality and excellent value. Stand contacts Ian Ambler and Colin Adams. Tel: 028 90 790588 Fax: 028 90 792164 Email: sales@targetdry.com
TheMagicTouch Toner based image transfer process enables the decoration and personalisation of a vast range of printable items including garments, textiles and so much more using professional heat pressing equipment, Colour Laser Printers and Copiers and coated Image Transfer Papers. David Pearce, National Sales Manager Tel: 01582 671444 Email: sales@themagictouch.co.uk www.themagictouch.co.uk
Our unique system provides instant stock, sales and order information. Designed specifically for schoolwear retailers, Top to Toe has web integration, easy size/colour reports and links with eBay and Amazon. Tel: 020 3376 5888 Email: info@toptotoe.com www.toptotoe.com
UNICOL SCHOOLWEAR ACCESSORIES
TRUTEX STAND 49 Trutex will be launching an innovative blazer at this year’s Schoolwear Show, which is unlike anything else currently on the market. We will also be presenting a new fleece and senior boy’s trouser. Contact Trutex on 01200 421 200 or email sales@trutex.com www.trutex.com
STAND 27 William Turner & Son will be displaying our usual wide range of school ties, bags, winterwear, craftwear and much more. Tel: 0161 480 8582 Email: sales@william-turner.co.uk www.unicol-schoolwear.co.uk
URBAN JUNK UK BACKPACKS STAND 9 Cool trendy backpacks for the back to school season. Tel: 0208 558 4400 Email: sales@urbanjunkuk.com www.urbanjunkuk.com
Wren Schoolwear Ltd WILLIAM LAMB FOOTWEAR STAND 12 William Lamb is a privately owned business that has grown since 1887 to become a leading footwear distributor. We will be showing: Buckle My Shoe, our premium leather school shoe brand. Goody 2 Shoes, our budget range. Licenced school shoes, including Hello Kitty, Peppa Pig, Minnie Mouse, Spiderman and many others. Tel: 01924 836954 Email: info@wlamb.co.uk www.wlambwholesale.co.uk
WINTERBOTTOM SCHOOLWEAR STAND 41 Full “Stock Supported” ranges are available from Winterbottom Schoolwear including School Blazers, Shirts & Blouses, Girls Pinafores, Skirts and Trousers, Boys Shorts and Trousers, Knitwear, Sweatshirts, Polo Shirts and Outerwear. Plus Specials Made to Order. Cultural Uniform. Tel: 01254 390700 Email:info@graham-winterbottom.co.uk www.graham-winterbottom.co.uk
WREN SCHOOLWEAR LTD STAND 36 Wren Schoolwear is an independent manufacturer of school dresses, blouses, tunics and skirts using long established British fabrics made to customers own individual requirements. Contact: Keith Farrer Tel: 01206 841222 Fax: 01206 841118 Email: wrenschoolwear@ymail.com www.wrenschoolwear.co.uk
ZECO LTD STAND 14 Schoolwear suppliers. Range includes school skirts, pinafores, girls trousers and bootleg, boys trousers, shorts, t-shirts & polo’s, sweatshirts & knitwear, gingham dresses & accessories, hair accessories, leotards, rugby jerseys & football shirts, socks & tights, plimsolls, swimwear, bags & belts, ties, blazers & jackets, aprons & outerwear. Stock all year round. Tel: 01708 739 390 Email: sales@zecoschoolwear.com www.zecoschoolwear.com
11 - 13 October 2015 Cranmore Park, Solihull
Sunday 11th October 2015: 9:30am - 5:00pm Monday 12th October 2015: 9:30am - 5:00pm Tuesday 13th October 2015: 9:30am - 4:00pm For more information on the show or to register visit www.theschoolwearshow.co.uk
PROMWEAR | WWW.CWB-ONLINE.CO.UK
THE PROMWEAR DEBATE With primary and high school proms now a solid fixture on UK school calendars, costing parents almost £90m a year, could the schoolwear sector viably tap into this lucrative market? CWB investigates. — WHAT THE PROMWEAR SUPPLIERS SAY:
JO WHITEHOUSE OWNER, KISS ME KATE DESIGNS — Who do you typically sell to? We have sold to schoolwear shops previously and have found it to be very successful. Schoolwear shops tend to purchase little and often, starting with three or four designs and re-ordering upon sales. What is driving the promwear industry? America is still a massive influence on the UK market, and schools are using proms as an incentive for pupils, dangling them as a carrot to make sure they achieve their grades and attendance. If not, they cannot go to the ball. We have heard of schools cancelling proms if targets were not met. How is the promwear movement evolving? Kiss Me Kate Designs has seen the fairly new pageant scene coming through – which has also crossed over the ocean from America. Girls compete in these contests from a very young age, and it is influencing the promwear industry, as is celebrity culture, which is an ever-increasing influence – girls want to look like their idols. Celebrities use social media more than ever to get images of themselves out there – which sets trends immediately. In terms of styles, prom dresses have changed and evolved from ball gowns
to chiffons, and now to show-stopping eveningwear-style gowns. Girls, and not forgetting the parents, would spend hundreds – maybe thousands – on promwear a few years ago. However, as the recession hit, so did the way people purchased; many looked to gain overseas eBay bargain gowns, but this often wasn’t successful. We have heard many a horror story of “what is in the picture is nothing like the package received”, and seen many heartbroken prom princesses. Girls and their parents then have to shell out more hard-earned cash purchasing another gown, making these so-called “bargains” not much of a deal after all. More recently, as girls are looking to go into their local retailers to get a personal service and secure their exclusive gown, prices have come down slightly with some UK manufacturers and retailers. Currently, 75 per cent of our business is promwear, but our gowns can also be used for eveningwear, bridal and the hugely growing market of pageants. Do you have to follow guidelines on appropriate school promwear? With senior school leavers, we tend to follow trends and what has been popular the previous year. The year 11 leavers tend to follow their idols, and are increasingly looking for more red carpet gowns rather than the traditional ball-gown style. With junior prom year 6 leavers, we as a company have strict guidelines that we adhere to, to ensure the gowns are age-appropriate including no boning nor shape to the bust line. We don’t currently do short gowns but, if we did, the dresses would have length restrictions, too. What are your current bestsellers? The current prom season, 2015, was called The Glam Collection. It was red carpet, film-star ready gowns inspired by celebrities, pop stars and TV personalities. Dresses that were very sparkly and jewelled with silver and gold were popular. The fishtail gown style was our bestseller. Junior prom continued to grow
at a fast pace, as it does every year, with girls still wanting to be a fairytale princess. What do you think is the future of promwear? It’s a growing industry. It is a “touchy-feely” type of product, where girls like to try before they buy. Purchasing a prom dress is a massive deal for a 16-year-old, and something they plan for from the age of 13. They spend years thinking of their dress, hair and shoes etc. I can’t see the appeal changing – girls love to dress up whatever their age. Overall, do you think promwear is a viable product offer for schoolwear retailers? Yes, I think it is. When parents and students are in the schoolwear shop purchasing uniform, they could look to order their prom gown, too. Girls like to get their dresses earlier and earlier to enable them to get their choice, style and colour gown of their dreams. —
AMEET SHAH SALES DIRECTOR, DYNASTY UK — How have you seen the prom industry change? Prom has been around in the UK for over 10 years, but the popularity and status of proms have been growing year-on-year. I would say prom is now one of the most important events a teenager girl will go through, and a lot of my customers compare the experience to that of getting married. Most girls will research prom dresses heavily before committing to a AUGUST/SEPTEMBER 2015 - 60
PROMWEAR | WWW.CWB-ONLINE.CO.UK
purchase, and have quite a good idea of what they want. They will shop with their mother or father, or other close family members, and it will be a real experience. By the time they’ve bought their dress, accessories, had their fake tan, hair and makeup done professionally, hired a car and bought their ticket to the prom, it really is almost the experience of getting ready for one’s wedding. The budgets allocated to prom have delicately grown over the years, too. Additionally, fashion trends are evolving – five to 10 years ago, big ball gowns were the norm, but now the majority want the more sophisticated look. What is driving the promwear sector? I definitely think America is driving the promwear industry. The market is so much bigger and established there than in the UK and, with most teenagers following the trend there, it pushes the market forward here. The red carpet drives prom designs, too. In recent years, prom dresses have become more elegant and sophisticated and so girls are looking to the red carpet and celebrity icons to give inspiration for prom dresses. What percentage of your business is attributed to promwear? Prom sales account for over a third of our business, and we see the trend only growing; it is a lucrative part of our business. Does Dynasty follow any guidelines on age-appropriateness for school promwear? Our design team doesn’t have any guidelines per se; it’s more common sense. They are very good at forecasting trends within the prom market while, at the same time, our sales team has a huge wealth of industry knowledge. Together, we feel we understand what is considered “appropriate dress” but, at the same time, fashionable for our target market. Currently, the more fitted, sophisticated, backless styles and mermaid silhouettes are performing best. Who do you typically sell to? Our main client base is independent specialist boutiques. Do you think promwear is viable product offer for schoolwear retailers? I don’t think it would work as well. Prom is all about the experience and feeling special. For me personally, to put promwear in the same shop you would go to buy your school uniform would somehow taint the whole experience. How do you rate the future of the promwear industry? Prom has cemented itself as one of the main events as part of children growing up, and I don’t see it going away anytime soon. Currently there are two main established proms – the high school leavers’ party and the college leavers’ party. However, there is another prom still in its infancy but growing – junior school leavers’ proms. The market is on its way up and there is still plenty of opportunity there. —
KISS ME KATE DESIGNS
HAYLEY RORRISON MEDIA ASSISTANT, BLUSH BY ALEXIA DESIGNS — How have you seen the prom industry change? The prom industry is ever-changing. Proms are becoming the most important night of a youngster’s life, and some are even planning the night months, and even years, in advance. The dresses are becoming more and more glamorous each year, and the whole night is becoming extremely luxurious. The teenagers are setting their expectations of the night extremely high. What do you think is driving the trend? America and celebrities are fuelling the prom culture in the UK. Blush is an American collection and, although the brand started up there, we are catching up in the UK. How much of your business is attributed to promwear? The promwear market is growing massively, and the Blush range is a huge part of our business. We would estimate that around 45-65 per cent is attributed, as we do wholesale bridal and bridesmaid dresses, too.
Our collections are selling themselves – they have proved to be extremely popular over the past five years. Though, at the moment, we are only wholesaling the dresses to promwear and eveningwear stores. Our designers always have the right target market in mind when creating the designs, ensuring they are age-appropriate for the young prom girls. They have to take the styles and fabrics into careful consideration to make sure they are suitable for our young audience. Would you consider stocking schoolwear retailers? I think if schoolwear retailers were to sell prom dresses they may be stepping on boutique retailers’ toes. Also, because the prom industry is growing so rapidly, I think girls are more interested in going to a prom boutique rather than a schoolwear shop so they can fully enjoy the experience of choosing their dress. Prom dresses are almost becoming as important as wedding dresses, so the young adults are wanting to visit specialist boutiques. How are you keeping abreast of competitors? We have six different collections within Blush to cater for a range of different personality types, shapes and sizes. So that we don’t disappoint potential stockists that want to sell our dresses but can’t because they are in proximity of a current Blush by Alexia stockist, we can offer them a variety of different collections. This is working well for us as many bridal shops are wanting to stock prom dresses. We have had to grow our collections to keep up with the growing industry. — >>> AUGUST/SEPTEMBER 2015 - 61
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WHAT THE SCHOOLWEAR RETAILERS SAY:
prom customer evolves into a regular customer of the future, as we do a great range of casual and formal clothing for everyday use, too. Where do you do your buying for prom attire? We purchased this year’s prom suits in-store from a new supplier who visited us. However, we are part of a buying group and attend trade shows regularly both in the UK and abroad. We keep an eye out online as well. SALLY STEPHENSON OWNER, THE PENCIL CASE, COWBRIDGE, VALE OF GLAMORGAN, WALES — Would you consider stocking promwear in-store now or in the future? No. For these simple reasons – we are a schoolwear and stationery retailer, not a fashion retailer. Our customers do not want to buy promwear from us; they want to enjoy the experience of browsing the high street fashion shops for a special outfit. Secondly, we do not have enough space in-store to hold several outfits in multiple sizes. We would have to stock a wide variety of styles as customers would not want to turn up to their prom in the same dress as their friends. And thirdly, I do not have any experience in fashion buying, and do not want to tie-up cash in stock that will most likely have to be heavily discounted and written off at the end of the season. Do you think schoolwear retailers having the space to carry promwear in-store would be their main problem? Yes, this is one of the biggest reasons as to why we wouldn’t stock promwear. As I previously mentioned, we don’t have enough space to hold several outfits in multiple sizes. What do you think is driving the promwear industry? It’s definitely a trend coming from America. Both primary and secondary school pupils want to celebrate leaving school and moving onto the next stage in their lives. It is undoubtedly a growing market. The big leaving celebration has moved from being just for university graduates to sixth form, year 11 and increasingly year 6 leavers. In your opinion, do you think promwear could ever be a viable product offer for schoolwear retailers? No, it’s not what our customers want from us. Children and young people are very fashion conscious and would never dream of buying a prom dress from the same place that they buy their school uniform. —
PETER HUBKA DIRECTOR, COES, IPSWICH, SUFFOLK — What do you offer in promwear? We do not sell prom dresses, we cater for young men. What changes have you seen in promwear trends? In recent years, there has been an increasing move towards non-dress suits and a much slimmer shape. This has shifted the pattern from hiring to purchasing in many cases, as the diversity of styles to hire would not be commercial and year-on-year the trend changes more quickly. We still hire a lot of dinner suits for proms, but demand has increased for suits that are a bit more colourful and unusual. Roughly what percentage of your sales are attributed to prom attire? Promwear for us would be a small percentage of our business. However, it is still useful. It isn’t highly profitable, as we keep prices keen and have plenty of high-street competition for prom suits. We see it as more of an introduction for young men to come and see us and hopefully share their experience. We ensure the suits fit perfectly and this does take some adjustment at times – which we don’t charge for. But if the customer looks great on the day and feels good, we know we have done our job. And we may create a new customer for the future. Do you have to adhere to any school guidelines on prom attire? No, there are no guidelines. We look at market trends and follow those as far as we can. The internet has made it a bit more difficult in recent years, as greater choice and the influence of celebrities have increased expectations. What are your bestselling styles? For the young men, we found silver and blue were very good, with some interest in burgundy. Light embellishments such as satin lapel and pocket trims were also popular. Generally, the suits have a sheen, unless they are dinner suits, which have a matte look. Lapels are narrow and can either be step or shawl style, but the main thing is that the suits are very slim-fitting. Do you sell any other products off the back of proms? White shirts, narrow black ties and dress shoes complete the look – plus a silk handkerchief to finish things off. We always hope that today’s
What do you think is driving the prom industry? Although there is a heavy influence from America, and celebrity culture does play a part, I believe that proms in the UK are developing in their own right and the young men and women see it as a special occasion they can dress up for and enjoy with their friends. A lot of effort is put into the outfits, makeup, hair and even the mode of transport. It’s a day that will never be forgotten and, with social media, it is something that can be shared in many ways. Do you think schoolwear and promwear can comfortably sit in the same store? I believe they are two separate markets that are only relevant to each other because it is students that are wearing the garments. As we are a large stockist of school uniform, there may be some benefit, but I believe the prom business is separate and therefore our marketing differs. We do mail schools to make them aware of our prom offering, but most customers will be looking at us and our high-street competitors to make a prom suit purchase. Main competitors are the likes of Next, Burton and other multiple retailers. With regards to stock, we would prefer to run out of prom suits, so it is a bit different to schoolwear in that respect. What do you think is the future of the prom industry? It’s a much more competitive market than it used to be, and we have our share. I don’t see it particularly growing in overall volume, as the schools that organise proms already do so. But we may grow our own share if we excel at what we are doing – which is basically ensuring we have what the consumer wants. Overall, do you think promwear is a viable product offer for schoolwear retailers? Personally, I don’t see promwear as an add-on to our schoolwear business. If anything, being a schoolwear stockist may be a disadvantage, as we could be perceived as just a uniform shop by some of our student customers. However, we have a substantial hirewear business and fashion trade, and that is where I see the demand coming from. Having made that observation, we are able to contact the parents of our student customers via our loyalty scheme, so this is beneficial. —
AUGUST/SEPTEMBER 2015 - 62
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