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comment from Sir Alan Sugar: doing business competitive quotes sought. We all know we should
that’s not profitable is not doing business). do this anyway, but in the good times it’s not so
in a recession so it’s all new to them. Their instant Beeson is another who sees continued success essential.
reaction to tough trading conditions is therefore to for the ethical sector. “Clients who are absolutely I’m impressed by the attitude in the industry:
go for price cuts – always the lazy salesman’s committed to an environmental and ethical CSR positive in a mature way, with far more robust
solution. Glenister says the answer is not just to policy cannot move away from products that attitudes than some commercial sectors I’ve
sell product, but to sell a marketing solution. conform to this policy,” she says. They may choose looked at recently. The continued expectation for
The BPMA view is that promotional clothing has to purchase products that are of less value per the ethical sector is good news and I confess it
a good story to tell in this environment because it item or less volume of products to suit their surprised me. Teamwear also looks strong for next
delivers a message powerfully over a long time. It’s budgets, but they cannot abandon their principles. year, also good for total sales value.
engaging, it’s personal and can be uniquely There’s understandable nervousness about the
personalised. Other media can’t do all that. Don’t cut back on promotions “out of our control” factors of oil prices, exchange
Glenister says we’re in for a challenging year and Similarly, Malcolm Fritschey of Oldeani says that rates and redundancies at major buyers of
the challenge can be met with creativity and by sales have stood up well to the credit crunch workwear and uniforms, and caution over
looking for multi-use answers: sell products that although some recent fall-off is noticeable. extending credit to new customers is another
clients can use for a variety of purposes. Pressure on margins is an issue but the exchange concern. But these negatives are more than
Nicci Persey of Lea Sportswear reports a rate is creating more problems. Oldeani has been overbalanced by the investment that’s being made
phenomenal 2008 for team and sportswear, around 21 years so recession is not news to the and the determination to develop new products,
notably their Tombo brand. This is particularly business. It is planning a revamped website for explore new markets and extend distribution.
valuable because it represents growth for the
market as a whole, not just substitute sales. She
similarly reports success for the Okarma range of
ethical clothing.
Persey’s view is that the lower end of the
market will be more affected by recession as we
move away from the disposable shopping
mentality. Customers will look for long term
quality products, which will last and be cherished.
She sees no evidence that organic/ethical products
are suffering from premium pricing, although new
entrants to the sector may be discouraged from
the necessary investment.
Lea Spotswear is planning serious investment in
sales for 2009 and is relishing the thought of
spending more time with customers, she says. As
suppliers of brands through distributors, it is
enthused by the idea of getting out and doing
face-to-face presentations to decorators and 2009 plus presence at more trade shows. Fritschey Everybody’s glass is at least half full and, in some
agencies, finding out first hand how they can help says: “The biggest mistake companies can make is cases, full to the top.
grow clients’ businesses. Hooray! A commitment cutting back on promoting themselves when times Let me add that marketing departments have
to good old-fashioned selling, which I believe will are hard. History shows that the promotions been so busy with planning for 2009 and
be core to success in 2009. industry tends to fare well when the economy is catalogue production that many have struggled to
Persey predicts further success for teamwear gloomy. Brands still have to promote in a tight find time to talk to me. That may make my life
and socially responsible clothing but sees novelty market, just as they have to do in a booming tricky but it tells me the industry is buoyant
products declining. Brand presence and corporate one.” Excellent advice. How can the industry ask because so often in a recession marketing activity
image will be very important therefore staff customers to invest in their marketing if it isn’t is the first target for cutbacks – and what a
uniform and clothing will weather the storm. Lea doing so itself? mistake that is.
has made huge efforts to streamline operations, How much experience do you have of these Sales are there to be had. Yes money’s getting
improve efficiency and manage stock levels so is conditions in-house? Printwear is something of a tighter so flexibility of product range will matter.
confident that new products in 2009 will make the youthful industry and no graduate under 35 has Top quality service will be key to continued
company a stand-out player in the market. worked in a recession. It’s going to come as a success (as per the editor’s recent comment). But
shock; they need to learn some hard facts from there is genuine optimism in the market. To return
Still spending the grey haired. to my original theme, the message is: don’t panic,
Emma Beeson, director of Tomato Source, says There are two key messages: first get out there Mr Mainwaring, don’t panic. P&P
that the smaller or medium sized businesses have and sell, sell, sell. Second, discretionary spending
already slowed or stopped their spend, but the needs to be ruled with a rod of iron. This, of Paul Clapham is a marketing consultant with over
majors are still spending, but being very course, is hypocritical – you’re going to ask 25 years’ experience covering a broad range of
demanding. This is putting pressure on margins customers to do what you’re not, but ho hum, business sectors and a full spread of marketing
and some suppliers are caving into hard that’s life. In essence, every penny you spend disciplines. He works with small, medium and
bargaining and cutting prices to keep business, needs to be focused on building the business, large companies alike to increase their profitability
which is un-sustainable in the long-term (note a every fixed cost needs to be scrutinised and through marketing. Tel:01453 765432
| 22 |January 2009
www.printwearandpromotion.co.uk
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