You are in:
A great Result
We've been shouting about Result Performance quite a lot in SGB, partly because we think they produce good quality apparel and partly because of their business model, which means the retailer does not have to make a massive bulk order (and therefore a huge financial commitment) in advance, rather they can replenish stock as they require. When times are hard - like now! - what could be more attractive to a retailer? As Result's Myron Shafee explains, things haven't been plain sailing - but she's justifiably excited about their new lines and future of the business.
SGB: As a company, you've had huge success in promotional clothing, but it's taking time to establish yourself in the outdoor arena...
Myron Shafee: It's a new brand, so people have been slightly more cautious with it. If you don't know our background and the strength of our company, I can understand that to an extent. We are extending our 15-year lead in the promotional market into the retail sector.
SGB: How has the first year been for you?
MS: We've had an uptake in retailers, certainly, and things are going from strength to strength. We're also getting far more exposure in the national consumer press, which is thanks to the PR company we're now working with, MCS. Journalists are taking Result Performance product seriously, which really helps the exposure and it means consumer confidence and interest is heightened. Of course, that means consumers are asking for the brand more in a retail environment which has been a major turnaround for us.
SGB: How many stockists do you have now?
MS: 40 we've doubled our outlets and it's purely down to the services we offer and the development of the product range. People are starting to understand the principles behind the business and that there is absolute minimal risk for the retailer in taking the brand; they don't have to pre-order, they could take, for example, two lines, two in each size, and when it sells through they can re-order. We can usually supply within 24 hours.
We've found from the stockist's traditional point of view, they're very much reliant on their current brands. Their margin is based on how much square footage they have and what they can sell through; they sometimes feel they don't have room for a new brand because they need to sell X amount per week to cover what's on the shop floor; that's partly why we're explaining to retailers that there is very little outlay required for them to take on Result Performance. We really can remove the stock gamble and with a small investment can give the stockist a much greater return than maybe they would recieve through a traditional buying process.
SGB: Your lines have expanded beyond recognition in the last year too, how has it changed?
MS: We started off with just under 40 lines and we've listened to what people require - bearing in mind we are mid-range, mid-market - we've brought in far more fleece items, and on the technical side, we've reduced the weight of many products, and improved breathability and a lot more.
That brings us on to TECHPerformance, which is launching in January for SS09. There's eight pieces in the TECHPerformance range at the moment. The range has greater breathability and they're much lighter, as mentioned. We've aimed at specific activities in some cases for example the Extreme Soft Shell, is primarily for skiers and snowboarders.
We really listened to what retailers and customers wanted, and the TECHPerformance line is the answer.
RuckJack is a new range for us we were approached by the brand's German designer to work on and help with the production of the range. It's a great looking technical jacket which is both waterproof and breathable, which can be turned - very quickly and easily - into a working rucksack. It suits all target markets, from people enjoying sports to a mum out for the day with their children.
SGB: RuckJack is a very good technical jacket even without the novelty of the rucksack element. The one we saw at OTS is retailing at a fraction over £50 - do you think you might be underpricing and suffering perhaps from perceived value by retailers?
MS: It has to be at the right price point to attract the consumer to try something new. If you take it well over £50 it becomes an investment piece, and I don't think people are willing to pay £80 for a jacket from a relatively new brand. They're more likely to go for a better-known name at that sort of price. We have to be careful to produce quality pieces, be attractive to the consumer in terms of price and give the retailer a decent margin too.
SGB: You're a stockholding company, which must make you attractive to retailers. How does the company setup benefit the retailer?
MS: We're a UK-based company, we have a full showroom within our business, so customers can either come to see us or we can visit them. But in terms of the service we offer, everything you see on our show stands is a stocked line Once product is sold through, and they're happy with the product and the margin, and we're happy with the retailer, they can re-order and it will usually be with them within 24 hours.
We can replenish almost on a daily basis if needs be and we offer free delivery on orders over £250, which is a nice incentive to order.
We offer a very good product, exceptional service, good margins and great delivery and we can supply stock all year round.
