BUSINESS MONITOR


be considered: waiting and bar staff, kitchen staff, front of house, housekeeping. In the more upmarket operations there will also be spa and sports facility staff. I stress this variety because there can be opportunities for different clothing for different teams – kitchen staff, as an obvious example, have chefʼs wear which is a market all in its own right.


further benefit created by printwear for the sector is reinforcement of brand identity. A key determinant in customers choosing chain hotels and restaurants is consistency. Business people in particular book within the same group time after time because they know the room, the bar and the restaurant will be to their taste and the staff will look and act the same whether theyʼre in Glasgow or Gloucester.


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When Hilton Hotels and Holiday Inns started in America that very consistency was a central plank in their offering. Conrad Hilton once claimed that a regular customer of his didnʼt need to switch the lights on because he knew where everything would be.


This clearly applies to big groups in particular, but it is equally relevant to the smaller ones and in the pub business in particular a lot of these smaller groups are developing. The next Hilton or Wetherspoon might be just getting into their stride down the road from you. What about staff, the people who actually have to wear the product? The word from Eddie Gershon of JD Wetherspoon is that staff like a uniform. They donʼt have to plan what to wear, the clothing is free and any damage to it is at their employerʼs expense. They also like the team membership that goes with it and the fact that the product is high quality.


The general view is that anyone who doesnʼt buy into the uniform ethos wonʼt last long in the business. Wetherspoon also use printwear from time to time as a customer promotion and to advertise in-house events, such as their beer festivals, and specific products. I am surprised that more businesses in the sector donʼt copy this. People buy from people, so let a T shirt do the talking. A comment I have heard from bar staff and managers repeatedly over the years relates to footwear. Due to cost and huge size variations, it is rarely supplied. At the same time, staff are loathe to wear decent shoes because they know that sooner or later they are going to spill food and drink on them. Alcoholic drinks and leather shoes do not mix. Apparently, cider is the biggest miscreant. But of course dodgy footwear rather spoils the overall smartness of uniform. So, if someone can come up with footwear that is comfortable for a whole shift (you donʼt do much sitting in the hospitality industry), looks smart, can be


www.printwearandpromotion.co.uk


branded and will resist the ravages of the devil drink, you would have a market measured in millions of pairs. Russell say that the hospitality sector


offers a huge range of opportunities for garment decorators. The obvious start point is shirts and Russell say that their Collection range is one of the most comprehensive in the industry, offering something for every environment from the laid-back coffee shop to ultra smart formal dining.


Russell recommend thinking outside the box and considering how each element of your overall offering could be relevant to this sector. Itʼs a good point and one which the industry often misses. I recall when the now ubiquitous baseball cap was regarded as rather infra-dig in the UK, but someone sold the idea.


Equally, build into a sales pitch the idea of using garments for product promotion and as consumer promotional gifts. You wonʼt sell this every time but the profit is in the additional sale. “Can I show you an idea thatʼs worked elsewhere?ʼ should at least get you a hearing. Iʼm always wary when suppliers stress the importance of product features, not least because I question the level of understanding of their significance to buyers. Nonetheless, in this sector, I accept the point. Detailing helps the sale and Russell point to their use of Tencel for its moisture management properties. – important when staff are in and out of a hot kitchen.


ashion is an issue of greater importance in this sector than many others, largely because employees are young and fashion conscious. There is also a preponderance of female employees who tend to be more style conscious than their male counterparts. Function still comes first but you need to do more than nod in the direction of fashion.


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Ryan Hornbuckle of Kustom Kit says there is a wealth of marketing materials available for decorators to target buyers in the hospitality sector. As well as printed and digital brochures the company offers a personalised weblink featuring the complete Bargear range. This features 360 degree photography and a logo preview facility: upload your logo and see it in place before ordering. In addition there is an email tool that enables the


decorator to create a bespoke sales email in minutes.


Hornbuckle stresses the importance of


offering a choice of co-ordinating styles cut specifically for men and women. Comfort for the wearer is key and that helps create the smarter image. In the hospitality sector washability and durability are also major buying benefits. The tops in the Bargear range include Elastane or Lycra to provide the essential stretch that this sector needs: bar and restaurant work is extremely active. The Kustom Kit approach to fashion is that, yes, itʼs important in a youthful market, but at the same time, high fashion is less desirable because continuity is (as above) important. The Bargear range focuses on a contemporary style, which can be dressed up or down to suit the establishment.


n that point, every fashion column Iʼve read in mainstream press, for years now, stresses one thing: accessorise, accessorise – for men and women alike. Printwear should address that. Itʼs a great way to individualise the corporate look at low cost.


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Referring back to the career parts of hospitality websites, they want characters, not clones. Then they give those characters clone clothing. Building in the ʻme-meʼ bit can be low cost and rather funky.


Kirsty Johnstone, brand manager of SF (Skinnifit), part of the Henbury group, says the range is youth orientated. She says the trend to boutique hotels and restaurants means that some customers are moving away from traditional corporate wear towards tees and jeans, done smartly. The long line T shirt layered over trousers is a case. Quality is a key factor in this, with a premium pricing element. She also quotes Malmaison as a customer which has used printwear for promotional purposes. Susan Bremner, also a Henbury brand manager, stresses quality and durability as sales tools. Mainstream Henbury product is chosen for lots of golf products. Fashion is increasingly important; Susan says you have to get the look right. Henbury also sees polos and tees used as promotional items. Their Front Row brand has proved very successful in the outward bound sector.


“The general view is that anyone who doesn’t buy into the uniform ethos won’t last long in the business...”


August 2012 | 21 |


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