ImagesMagUK_September_2020

www.images-magazine.com SEPTEMBER 2020 images 65 MARKET INTELLIGENCE Retro Alley: snapshot of a schoolwear supplier Schoolwear accounts for 50% of its business for family-run printers and embroiders Retro Alley. Work picked up for the company a few weeks into lockdown when it began printing rainbow products for charity, however “schoolwear pretty much stopped completely until July”, says owner Dawn Hatfield. Schoolwear sales then saw a 95% increase in July compared with the same period last year, despite being “right down” in April, May and June. Just one school has changed its uniform policy, and that was only to say ties are no longer needed. Retro Alley has seen a big increase in sales for July 2020 compared to July 2019 was in the middle of preparing its stock to ensure it was on the shelves for all of its schools. As most of the garments were forward-ordered, liaising with suppliers was critical to keep them informed as to if and when the company would be open to receive stock, while online orders continued to be received and stored until the company was in a position to restart production. The team was kept busy during lockdown – having never before offered appointments, they managed to set up a whole new appointment system in three weeks. The system has, Jan reports, “gone down very well and allowed us to staff the demand more effectively and in effect [we] have pushed sales forward to help offset the traditional back- to-school end of August/September peak. Time will tell on this one. But I certainly feel we will be offering appointments in some form next year.” The company has also created a completely separate ‘click and collect’ area to avoid bottlenecks. On the ecommerce side, Total Clothing has made it easier for customers to order online, especially in terms of offering sizing help and videos, which should also help to reduce the number of returns and exchanges. There were, confirms Jan, a lot of changes in a short space of time. “I think many of these will be retained for future as well. As we all reflect on what has happened, we will pull the positives out for the future.” The work seems to have paid off so far. Schoolwear Association calls on industry for new members The Schoolwear Association (SA) has issued a call for new members, asking the schoolwear industry to unite ahead of challenges facing both the retailers and suppliers of school-branded uniform. With the Education Bill (Cost of school uniforms) due to progress through UK parliament and be signed into law later this year, as well as the ongoing challenges caused by Covid-19, the SA has warned that it will need further support from the industry to represent it to its best ability. Co-chair Matthew Easter explained: “Like any trade body, we rely on the support of our members. We have had a long-established base of membership, but over the course of the last year we have faced unprecedented challenges to the industry, and these obstacles will not be going away. “The fundraising that we started in late 2019 was vital to enable us to give the industry a voice in parliament, and ensure that the costs of uniform and the supportive way the industry works with schools, parents and pupils was better understood. “However, for us to continue to ensure that future guidelines are sensible and practical, we need more support from schoolwear retailers and suppliers who are not currently part of the SA. “Given the pressures facing businesses in all sectors, we know the coming weeks and months will be challenging, but with increased support from our industry we will be able to do even more to support its interests.” imagesmag.uk/SA-members “School sales are up in June and July compared to last year, but this may just be parents buying ahead, so [they may have] moved from August. We won’t know until back to school,” she says. As with Border Embroideries, very few of the schools that buy from Total Clothing have changed their uniform policies although Jan says “with school changing rooms likely to remain closed, schools have advocated that pupils wear their PE uniform on PE days”. Increased spend She continues: “In the beginning when there was a lot uncertainty, it was very difficult. We were trying to plan with a moving target and everyone was trying to second-guess what would happen.” The announcement from the SA and DfE that pupils should go back to school in September in uniforms “was very welcome”. Interestingly, Jan reports a “notable increase in spend” from customers, especially on shirts, blouses and other generic products such as skirts and trousers, which she believes is down to parents going for the ‘one-stop shop’ option rather than going round several stores. “It has been and continues to be an opportunity for the independent retailers in this respect,” she says. “Our quality, ethically sourced products will be having a wider audience and hopefully once parents see the quality and longevity of the generic items, they may stick with them in future years.” The SA is calling on the retailers and suppliers of school-branded uniform to become members