The Future Uniform Store: Part 3

In December, UniformMarket ran the second in a series of articles examining the state of today’s uniform stores and the changes they are undergoing to assure success and viability.

Part 1 focused on the technological changes going on that affect the way a uniform store conducts business.

In Part 2 , we took a closer look at the brick and mortar store and what it is doing to attract customers in terms of overall store design.

This month, we’ll take a look at where the industry is in terms of inventory and product mix, and what the future may hold in these areas.

The entire three-piece article was also recently featured in the Spring & Summer 2008 Edition of Made to Measure Magazine.

Part 3 – Mixing it up: New Products, Trends and Niche Markets

In the industry’s nascent years, uniforms were predominately made-to-measure garments and the marketplace limited to the law enforcement, military and transportation sectors. The introduction of an in-stock program in the 1940s, a growing American workforce and technological advances all combined to push the business of uniforms past its traditional boundaries, giving the nation’s manufacturers and distributors’ entrée into new markets and an expanding U.S. economy.

But while the marketplace may have been changing, the merchandise was not. Few fabric options existed; products were prosaic and ordinary. Uniforms were, by and large, uniform.

Not true of today’s uniform landscape. Today’s uniforms come in a variety of styles, colors and fabrications. Uniforms can wick away moisture, repel stains, provide ease of movement and protect against hazardous situations. And, of course, they must do so while being stylish and comfortable. “The greatest change I’ve seen is in the level of product diversity,” says Fred Levin of Siegel’s Uniforms, whose store serves the law enforcement, fire and EMS markets. “There are so many options available now that it can be sometimes difficult to keep up with it all.”

Inventory: A Delicate Balancing Act
It also can be difficult to keep the right mix of inventory on hand, and retailers can agree only on the fact that there is no one solution. “Managing inventory is a full-time job,” says Blumenthal. The store, with five locations and a growing e-commerce business, relies on technology to track inventory. “The computer system certainly makes it more manageable, but we still have to make numerous decisions daily to create the product mix and inventory levels at the retail level and on the Internet. We are striving to provide a broader offering without having to stock our inventory deep. Our best suppliers are able to restock our shelves quickly so that we can service our customers and turn our inventory. This is very important to cash flow.”

Indeed, lean-and-mean inventories seem to be the mantra at the retail level, but there are exceptions. “We’re known for overwhelming the customer with product,” says Talkington. “The white goods industry is very competitive, so having enough inventory on hand is critical.” Daily phone calls to each of Star’s three locations and inventory-shifts between sites assure a consistent product mix.

“There’s an expression which says that you can’t sell from an empty cart,” says Dan Mendelson of Unitex Direct, whose company specializes in the private security market. “Of course you can get stuck, but in my experience, the merchandise will eventually sell. Product offerings may be more diverse nowadays, but it still takes time for trends to trickle down to the uniform industry.”

Tactical Uniforms and Casual Wear: Trends or Mainstays?
Once a trend does trickle down, however, it appears to take root. Witness as examples the influence of tactical uniforms in the police market and the role of casual wear in career apparel. Wildly popular for over a decade, the “trend,” if the term can be used to describe such longevity, shows no signs of slowing down. Taking its cue from retail-inspired designs, casual wear is a mainstay in the career apparel industry and can be found in the programs of hospitals, restaurants, hotels, airlines and entertainment facilities.

On the police side, retailers say there is one name on the lips of their customers: 5.11. “It the hottest product line right now,” says Chiusolo.

“It’s what the customer wants, no doubt about it,” agrees Levin. “The look is much more casual than what has traditionally been the norm, but the garments are very functional for the type of police work being done today.”

No one is suggesting the demise of these phenomena any time soon. But there is nonetheless evidence in some regions and some markets that a backlash may be brewing. John Best of Best Uniforms notes that veterans of the Iraq War often seek out careers with sheriffs’ departments, well-known for projecting a more traditional appearance. “This is a growing trend in South and North Carolina,” says Best. “These guys know how important a command presence is and want to work for departments that value that attribute.”

And in the white goods industry, which has seen the likes of Mickey Mouse and Sponge Bob dominate its scrubs line, the trend now appears to be skewing conservative. “There’s definitely a push by the hospitals to go back to solid, but not white, colors,” says Star Uniforms’ Phyllis Goewey. “Image is the driver of these decisions.”
Levin adds, “Everything eventually cycles back. It’s just a question of when.”

The Rise of Niche Markets
Product diversity and changes in customer tastes have not only influenced trends but has lead to new opportunities for retailers. One of the more important developments in recent years has been the rise of so-called niche markets. Indeed, many retailers have earned a comfortable living serving these smaller sectors of the economy. Such is the case of Sloan and his aptly-named ChefUniforms of Dallas, specializing in both low- and high-end clothing for the chef and restaurant industries. “Most chef wear is sold online, so I’m kind of unique,” notes Sloan. “They’ve never had anyone to cater to them before. Now they have.”

Following the trend of the overall retail industry to provide more types of merchandise so shoppers can find everything they need in one place, Sloan has added a line of cutlery to his store. “It’s been very successful so far,” he says.

He also stocks a line of hospitality and restaurant wear in the hope of ringing up additional sales. “This store is all about pleasing the chef,” says Sloan. “If he or she is happy, I’ll be recommended as a supplier for cocktail outfits or waitstaff apparel. In the end, this business comes down to service.”

And in the end, Sloan is right; it is all about service. It has, and always will be, the hallmark of the uniform dealer. The independent retailer has always faced threats to his existence from manufacturers, unfair government practices, foreign competitors and catalogers.

Then came what some considered the greatest threat – the Internet. People predicted e-commerce would eliminate retail stores, but the reality is that stores use online sites and brick-and-mortar locations to balance one another. Each is vital in this high-tech age. Customers search websites to gain knowledge but still make purchases at the brick-and-mortar.

Why? Because in no other industry can you find the level of service that exists in the uniform marketplace. Many stores have in-house tailors and embroidery services and can customize a garment precisely to a customer’s specifications. Without service, the uniform store is just another retailer. With it, it is truly a unique entity, sure to outlast the trendiest Johnny-come-lately consumer retail outlet.

“Everyone wants the best price,” says Mendelson. “But they also want help when they need it, they want the value-added. That’s what we have in this industry. It all comes back to service.”

 

Would you like your store and views included in this series? Send an email to jackie@uniformmarket.com to schedule an interview.