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BUSINESS MONITOR
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saying that if you buy at half price, you buy twice established brand offers. FOTL says that whilst
and believes that such short-termism won’t last – marketing spend will be cut, the clever companies
stock is becoming ever more important: “Doubling that clients will buy back into quality. will resist this and may well allocate greater
our capacity means customers will be able to order Henbury has seen certain markets buck the budget to promotional tools – typically cuts in
whatever they want, whenever they want it” trend, however, with teamwear a particular above-the-line spend come first and below-the line
success in 2008, with substantial growth for its spend generates more results than awareness
Silver linings Finden+Hales brand, where the challenge has campaigns.
Tony Lock of PenCarrie says that economic turmoil been maintaining stock levels to keep up with the “Value doesn’t always mean the cheapest,”
may prove to be the biggest opportunity for says brand director Alison McKenzie. Good point –
2009. He sees this climate as invigorating, and one that the industry needs to keep ramming
bringing a breath of fresh air to many
organisations and giving the fittest companies the
opportunity to prosper. PenCarrie’s game plan is
to work ever closer with customers, helping them
“
No graduate under
home. As a case in point McKenzie quotes the
organic cotton range it is launching in 2009; here
35 has worked in a
customers have already prioritised principle over
price. Why should something similar not apply
to be pro-active and dynamic. In particular that
recession – it’s going to
generally?
means, more than ever, going the extra mile on
customer service.
come as a shock
PenCarrie also stress the importance of
delivering added value. The marketing team works
”
The opening of its new Moroccan plant will give
FOTL the opportunity to manage inventories more
closely and deliver better availability. This is crucial
at a time when customers will be increasingly
with customers to support them in cost-efficient conscious of tight stock-holding, says McKenzie.
business building. In 2009 this support will be demand. It’s evidence that that there are still Therefore anyone who enables them to operate as
increased in particular using e-media to generate opportunities out there for the right product at the a just-in-time business will be welcomed.
new business. Combine that with the company’s right price. Also remaining upbeat is Beechfield Brands,
highest ever level of stock-holding, increased Stewart predicts that teamwear will continue to which has experienced sales increases throughout
warehouse capacity, several new brands and grow. The understanding of technical fabrics such Europe and across all brands. Its value bag brand
several hundred new styles of clothing for 2009 as Cool Plus and Moisture Control fabrics is Westford Mill has shown especially strong growth.
and it is clear that PenCarrie has positive becoming more widespread and customers This reflects a general marked increase in
expectations. appreciate the benefits of these products in the customers choosing lower priced items. The
Tony Lock says this success stems from an workwear market, she says. This presents stylish exception to this is organics, but, in general,
internal ethos embedded by founder Paul Persey: alternative product options which also have customers are still buying but budgets are
continual analysis and assessment of the operation longevity. Stylish printables such as the Skinni Fit tightening. As a consequence, margins are being
and listening constantly to customers. As Lock range for men, woman and children will also put under pressure. Inflation in China and the
says: “It means never ever being complacent.” always be in demand and aspirational, says sharply rising dollar are affecting the whole
That’s an important message because complacency Stewart. However, she warns that stable supply market; Beechfield’s response has been to
can, and has, crept into too many businesses will always be a challenge for any brand in this introduce a blanket price freeze on 95% of the
elsewhere. turbulent market. headgear range going into 2009.
Fruit of the Loom has seen steady UK sales in Beechfield has invested heavily in IT during
Sector shift 2008 and expects 2009 to be equally 2008, replacing the whole IT infrastructure. This
Katie Stewart at Henbury has seen a substantial solid. Quality at has given it far better connectivity between people
shift in the corporate, promotional and affordable prices is on the road, instant access for distributors to
workwear sectors in the its offer and it online stock information (improving their inventory
past six months, with believes that’s the management) and improved purchasing
clients shifting their desired deal right operations. A new Apple workstation has also
purchases to the lower now, allied to a increased the company’s in-house marketing
end of the market to try risk-free capability.
and make their money go decision, Roger McHugh, md, expects 2009 to see
further. By doing this they which a continued growth in the value sector, but also in
are also affecting the long- the organic/ethical markets. Having worked hard
long term quality of to reduce production costs already, the company
the merchandise feels well placed to deal with whatever 2009
they are buying brings.
into; she
quotes the Uncertainty
Gordon Glenister, director of the BPMA, has an
overall view of the promotional goods
market and says that businesses are
going through an uncertain time.
Two thirds of business-to-business
sales people have never worked
continued on page 22
| 20 |January 2009 www.printwearandpromotion.co.uk
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