INDUSTRY NEWS
Campaign to win support for school uniform suppliers
T
he Schoolwear Association is planning a summer of hard- hitting campaigns to persuade schools and consumers of the benefits of school specific uniform from local suppliers. A key message will be the contribution to local communities made by the associationʼs 250 members, who include retailers, direct-to-school suppliers, manufacturers, distributors, wholesalers, suppliers, garment decorators, agents and schools.
With members representing many of those involved in the manufacture and supply of school specific uniform, the association wants head teachers and parents to recognise the added value of badged and school specific uniforms, such as improved student behaviour and a sense of pride.
The association also believes there is a strong case for parents and teachers to support local retailers, manufacturers and other independents involved in the sector. Howard Wilder, chairman of the Schoolwear Association, said: “We believe that a distinctive uniform aids a sense of belonging and is good for security in and out of school. Students who wear school specific uniform are likely to behave better, have better attendance and achieve more academically.”
The summer campaigns will focus on persuading parents that their children deserve the very best in school uniform, and that Schoolwear Association members can add value to the experience with proper fitting, good stocks, higher service and excellent quality levels all year around not just at “back to school” time.
The campaigns will press home the reputation of the association, pointing out that members clothe three quarters of UK schoolchildren, and they will promote The Schoolwear Association Code Of Practice, which sets the standard in areas such as stock levels, customer care and ethical manufacture.
Building support among parents, and working in local communities with schools, will help head teachers and governors to build a strong school uniform policy and will communicate the benefits of quality school specific uniforms and therefore make the specification of these uniforms more likely from local association members rather than more generic school clothing.
| 16 | August 2012
HOWARD WILDER: “Students who wear school specific uniform are likely to behave better, have better attendance and achieve more academically.”
The campaigns will include consumer, online and in-store media, backed up with direct communications for head teachers and governors. The association will also continue its work of lobbying politicians on issues that affect the sector. The Association will be working closely with its new PR agency Hopwood PR. Hopwood will help to build the key messages for the campaigns and will be working closely with both the press and other target audiences to make sure that the voice of The Associationʼs members is heard, particularly at back to school time. n With over 250 members who between them clothe 75% of our school children, the association selected Hopwood PR to help with its communication work with both the media and schools. The PR agencyʼs successful campaigning record includes work with youth organisations, influential lobbying groups and social media.
Linda Painter, from the Schoolwear Association, said: “We are pleased to have appointed hopwood PR. They have much to offer us in terms of working with the media, parents and schools. Our members look forward to strengthened communications and many positive messages in the press.” Hopwood account manager Vickie
Tebbutt said: “We are looking forward to working with the Schoolwear Association and putting forward the compelling arguments in favour of school specific school uniform, service quality and community.” n For more information visit
www.schoolwearassociation.co.uk
www.printwearandpromotion.co.uk
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