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- PRINTWEAR TODAY » Issue: November 2007
Buying into the sports trade
During November, the STAG buying group hosted its popular buying show. With visitors attending on an invitation only basis, the event was packed. Dawn Davison-Read reports on the opening day, and identifies why it makes sense for garment decorators to join a buying group...
Walking into Heythrop Park Hotel, Golf and Country Club, Oxfordshire visitors were immediately welcomed, as many a trade show, with a pre-registered visitor badge and floor plan. However, what makes this show so different to the usual trade show? The visitors are all members of STAG the buying group - and are there for the very purpose of buying apparel (and sports equipment) for the coming season.
This year’s event was the biggest and best to date according to STAG MD Ward Robertson, “This year’s show was a sell out as far back as April, in fact we had to go back to the Hotel for additional space to meet the demand from sports, outdoor and shoe suppliers. We’re expecting a 20% increase on retailer attendance from last year and the Hotel is going to be awash with deals that won’t be available anywhere else”.
“It’s taken dedication and time to build our show into the phenomenon it’s become. When we started out our goals were focused. We wanted to give our retailers exposure to deals they wouldn’t get anywhere else, and we wanted to give our brands the opportunity to broker significant business with nominal overheads. It takes more work each year, but the effort is worth it to know that we are the leading Sports and Outdoor membership buying group in the UK.”
And with STAG’s recent move into the decorated garment and promotional industry, garment decorators who had already become members were in attendance, providing them with opportunities to see new collections from brands such as Cutter & Buck and Alo that are distributed by UKL, along with a vast array of branded sports wear.
Explaining further Ward said, “As the largest sports buying group in the UK, we’re committed to excellence for brands and members alike. The Printwear and Promotion Market increasingly is demanding the same high quality supply as our independent retailers. This is an exciting next step.”
“Companies are increasingly seeing the benefits in providing high quality, branded work wear for staff. High quality is quickly becoming recognised as real value for money not just for longevity of work wear but also in terms of consumer perception and staff morale,” he continued.
Carole Lerway, Director of Initially Yours in Bristol explained why she believes in the benefit of becoming a member of the buying group. “We joined STAG for a number of reasons but critically to continue to provide consistent and reliable supply of high quality stock to our customers at competitive prices. We’re looking forward to offering a wider range to customers including some of the top labels across the board, all beautifully branded to their specifications by our expert teams.”
Taking stock
UKL’s stand, proved particularly popular with its array of garments and in particular the new Alo brand. The name, which is derived from Air, Land, Ocean - has created a collection of performance clothing that promotes healthy living while minimising the impact on the environment.
Commenting on the event, Tina Jones, Key Account Manager, UKL, said, “We have been attending the STAG sports buying show since
becoming members some four years ago and have always found it particularly successful. This year we are showcasing two exciting new additions to our portfolio of brands, Alo (for which we are exclusive UK distributors) and Cutter & Buck - the golf inspired brand. Both of which will be available to our customer base from January 2008.”
Tina, also pointed out that UKLs entire 2008 collection would be on show in January at it’s trade event, which will be held from 17-18 January.
UKL was also running an exclusive promotion to all STAG members, for its range of Phase one tracksuits. “I believe we bridge the gap between the top named brands and basic T’s,” commented Tina. “All of our garments can be decorated, and the Phase One range is particularly popular for the sports wear sector with its lightweight fabric and superb decorating properties.”
GS UK Ltd partnered UKL at the STAG show this year, and were demonstrating the benefits of the GT-541 brother ink jet printer. The ‘print on demand’ solution, which prints directly from a computer, in full colour has a large 14”x16” bed and although launched earlier this year. the GT-541 was continually in operation highlighting the growth in popularity for direct to garment printing.
In all some 85 plus brands were exhibiting at the STAG Buying Show, and with names such as Esprit, Rohnisch, Nike Vision, Columbia, Canterbury, Jack Wolfskin, Umbro to name but a few, “In welcoming new and familiar brands to the show and seeing the increased interest from some of the major brands is confirmation that we’re delivering our promises for all parties”, said Ward. “We know that the future for our members lies in accessing the latest opportunities at the best possible prices. In the current economic environment, our members deserve and demand every effort to help them stay competitive in a tight market. We can’t afford to rest on our laurels with what we’ve achieved so far. We have to bring the right deals and competitive insight to our members to ensure their ongoing success.”
The STAG Buying Show itself is entirely self funding and at no cost to retailers who enjoy lavish accommodation, meals and entertainment along with the best opportunity to snap up previously unbrokered offers.
