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RESULT INTERVIEW
Quadra.
Sara’s role now at Result involves working closely
with marketing manager Tim Jervis. “The whole
range has grown to such an extent that we need
to sell it on a much broader scale,” says Sara.
As a result, the company’s brochure has evolved to
include information specifically aimed at
decorators.
“Decorators want to know where they can
embroider the jacket, where the secret panels are,
where the hidden zips are. And while we have
always listed it in the technical details, we had
never pinpointed it, so that information needed to
be included,” says Sara.
“It’s made the life of anyone trying to sell Result
much easier. We’ve tried to anticipate every
question that could be asked by a customer and
the result is this fantastic brochure. It’s marketing
tool that almost sells the jacket for you.”
Result also has a website showcasing all of its
products, along with distributor details.
“We have several design teams working within the
Bar coding, wireless handsets and factories that we use,” says Sara. “A lot of the
computerised despatch have halved
style changes that come in are a result of just
order picking time at the warehouse.
keeping our eyes and ears open and seeing how
we can adapt things. There’s a lot feedback from
everyone in the company, it’s a real team effort.
range in five styles and six sizes in five colourways every season so we ensure longevity exists in our We have spotted trends that we are responding to
and that was the beginning of Result’s core designs, colourways, stockholding and price. which is why we are launching new products.
following.” This year, more than ever, Result have been really “Workwear and corporate wear is still our biggest
These days, soft shell is as popular as fleece, with strict about the number of extra SKUs (single market and it’s in that genre that we lead.
sales standing at around 50/50. karton units) that have been introduced into the “All our factories have to adhere to our ethical
“I genuinely thought that soft shell would have an range. code and environmental policy.
adverse effect on fleece,” says Sara, “but fleece “Rather than go for variations on a theme, we “We get more and more inquiries about this. It’s a
has got such an entrenched market, and is so have gone for two brand new identities – two growing part of our code of practice, and quite
versatile, that I have happily been proved wrong.” brand new ranges.” rightly so. If something is being made on the other
Sara predicts, however, that fleece garments will When Result was launched, Sara was responsible side of the world your responsibility becomes
need to become much more tailored to compete for sales, dealing with all the distributors. “At the global not local. We are as conscientious as we
with soft shell. time, we only had three or four distributors,” she can be.”
“Customers know what they want now,” says recalls. “Now we have 35 worldwide and the level So how does Sara see the next 15 years?
Sara. “It’s a very price driven market and because of customer enquiries, particularly regarding the “Result will continue to increase its responsibility
there is so much choice with regards to outerwear, technical aspects of the range, is quite to the environment through good practice and its
people can be specific about what they want.” phenomenal, so that’s what I am dealing with responsibility to customers by maintaining their
The watchword, however, is “longevity”, adds more and more.” loyalty, by responding to their needs, by staying
Sara. Among the distributors is I.S.Enterprises, the family first choice for jackets; it will remain the
“We try to have a style that is not over indulgent firm launched by David Sanders-Smith in 1971 and pioneering company customers have come to
but more classic; something that will last the named after Sara’s mother Ineke. Other well- expect.”
course. We are conscious that people adopt our known brands available from I.S.Enterprises,
garments for uniforms and as part of their include Bagbase, Big Hits, Front Row, Fruit of the For more information about Result Clothing visit
workwear – they don’t want to change their look Loom, Jerzees Colours, Kustom Kit, Mantis and www.resultclothing.com
An aerial view of Earls Colne, the state
of the art warehouse which has space
for 8,000 pallets.
www.printwearandpromotion.co.uk August 2009 | 35 |
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