Businesses recess for The Schoolwear Show

Schoolwear has been a hot topic of discussion in recent months with changes to legislation imminent. With no one really any wiser as to what is going to happen, everyone is seeking information, so where better to do so than at The Schoolwear Show. Assistant editor Benjamin Austin visited the most recent event on October 13 to see what’s what.

It may be the end of the back to school season but the topic of uniform does not stop for those in the industry.

In fact, now is the perfect time for manufacturers and distributors to think ahead to what will be needed for the next year.

So where better to do that planning than at The Schoolwear Show. Returning to Cranmore Park in Solihull once again, the two-day event displayed a number of prolific brands for prospective retailers to converse, compare and, collaborate with about future plans and priorities.

The exhibition has seen its overall stature shrink over time with its days reducing and the scale of the operation condensing into a conference hall but the impact it has on those who return year on year is vital.

Many of the exhibitors even expressed this year had an increase of visitors however the attendance may have been in reaction to Central Government’s proposed Bill regarding school uniform.

Under the planned Children’s Wellbeing and Schools Bill, Labour intend to help parents save on standard uniform expenses by limiting the number of branded garments for school uniforms.

Though it wasn’t set to be implemented until November 2025, not much has been confirmed about what restrictions will be put in place and so it is leaving a lot of uncertainty within the industry.

Discussing it only leads to speculation but for those attending The Schoolwear Show, it seemed the only thing worth discussing.

On everyone’s mind

It is thought the new Bill will limit the number of optional branded items a school can offer as uniform to three. There is already some uncertainty in the phrasing as how is it decided what is or isn’t optional. Nonetheless some of the exhibitors were feeling the issue more than others.

Falcon, who deal solely in sportswear and P.E. kits for schools, was one such exhibitor whose staff expressed worry about the Bill.

The company was at the show to promote its newest lineup, Ignite, but also brought along samples of its other collections.

Dan Blair, business development manager, said: “We see more kids going to school in P.E. kits now so Ignite was more designed as longer wearing and all day activewear.

“But a lot of our discussions have been around the Schoolwear Bill.

“You have a lot of people at the moment who don’t know what’s going on. Retailers ask us because schools ask them and they don’t know.

“They may only decide a blazer, jumper or a P.E. top, then maybe a skirt as a third option so it could impact it massively.”

Danny Villa from Surridge, another sportswear brand exhibiting at the show, shared the same sentiment.

“Nobody knows what the impact will be. It’s more about holding our customers’ hands best we can but people are concerned about the new legislation.”

Hub of discussion

It seems this is why The Schoolwear Show is important, especially this year.

Most exhibitors explained it was less of a place to drive for new business but more of a focal point where existing customers can discuss issues, products, or as is the case this year, change in legislation.

Sunny Loyal, CEO of Charles Kirk, a company also exhibiting at the show, noticed an increase in footfall.

He said: “There seems to be a bit more hype around the show this year but whether that’s due to the Bill it’s hard to say.

“It is going to have an impact but how big that impact will be is hard to tell.

“But the show is a good place where we can talk with our customers that we wouldn’t otherwise get to while also showing some kit.”

Caroline Hopley, marketing manager at One+All, was on the company’s stand to speak with customers and promote the Schoolwear range with focus on The Making Of brand.

She said: “School uniform is becoming increasingly important.

“The amount of value a parent or child get out of is far more than normal clothes.

“Schoolwear is about identity, it gives them a sense of belonging. That’s the value in it for me; it’s a lovely small industry and lots of people know each other.

“The show is a great focal point to see our customers across the UK and a good way to catch up with them.

Caroline said most were still discussing the Schoolwear Bill but believes the changes will not affect One+All.

She continued: “We are a wholesaler to the retailer and it is them that will be impacted the most.

“We can only adapt to what it says.”

But regardless of what dragged the crowds to Cranmore Park, walking around you could hear the definite sound of hustle and conversation, and though most were about feedback and current events, some exhibitors were still going with the sole purpose to speak to potential new clients.

Northern Irish brand, 1880 Club has been part of the show for 20 years as it continues to seek business outside of its home nation.

Neil Moore said: “Shows like this are a good way to compete for business.

Our conversations are mainly to meet new people and perhaps offer something if people feel let down.”

Result also found it a good place to strike up conversation having not exhibit in seven years.

Brand ambassador, Eleanor Kingsford-Smith said: “People are pleased to see us here and it’s been good to get the feedback.

“We have a few things on show but it’s more a refresher of who we are and it’s been so well received. I think we will come back again next year.”

The verdict

The Schoolwear Show is a shell of what it once was. It cannot be denied that it has shrunk over the years but perhaps its intention and therefore importance hasn’t been lost, more morphed.

Instead of being a trade show in the traditional sense, it is more a collective of passionate people wishing to highlight the benefits of their industry and discuss changes and issues it may bring.

It could be seen as more of a thinktank where people can gain insight and information as a primary reason with business acquisition running in the periphery.

But whatever the situation, The Schoolwear Show is still an important couple of days for those who attend, with its dates a key inclusion into all calendars.