Profiles In Entrepeneurs: Mike Wiesner: UniformMarketNews.Com

Mike Wiesner has been in business for almost 30 years; he is 45.  “I like success,” he grins.  “Money is only one aspect.  What I really enjoy is the thrill of business: The wonderful combination of strategic thinking, logic, and relationships.  Most successful people can put all of this together, but it’s easier said than done.  You have to have good relationships with your customers and your employees, and you have to pay attention to detail.”

Having just sold multi-million dollar Connecticut based Heidi’s Uniforms, Mike, his wife, and three children have recently re-located in Israel.  He commutes back and forth. Armed with more communication devices than NASA, this man seldom operates fewer than two companies at one time, takes note of his investments, has his nose in the financial pages, and still manages to be a very involved citizen/philanthropist, as well as husband/father.  His secret for energy is simple: He loves what he does.

Born in small town Trumbull, Connecticut, Mike was not your typical kid, even though that’s how his folks, Sid and Evelyn, raised his sister, Andrea, and him.  In high school, he was ahead of his peers by as many as four years, taking his biology and psychology courses with college credits.   

Whether it was geographical proximity to New York, his uncle who had a business in junior fashions and novelties, his dad who was in retail and always wanted his own store, or whether it was just Mike, who can say?  But by the time he was a teenager, he was reading every financial paper he could lay his hands on, loved courses in economics—especially mergers & acquisitions—and at 16 when he ended up at the flea market, he thought that business was “pretty cool.”  His first attempt was visiting garage sales, buying up old stuff and re-selling it at the market.  He saw what he could do, and he was just beginning.

With his uncle, he bought more costly items, which he sold again at the market.  Then, he expanded to festivals and parades—Mylar balloons and souvenirs.  Presto, he was a business man and paid his way through college.  One summer, he spent eight days at the Rhode Island State Fair, worked 15 hours a day, and made $5,000.  He was 17.

Eventually, his parents did buy a business, a small medical uniform shop—Heidi’s.  Founded in 1950 as a “Mom and Pop,” Heidi’s had two locations—the flagship New Haven store (that would be run by Evelyn), and Hartford (later opened in 1983 and managed by Sid).  The company had originally done well, and in 1980, the Wiesners took over. 

By the time Mike graduated from college with a degree in finance in 1982, the stock market had begun to drop.  Mike remembers how his professor/mentor said, “‘If you go to Wall Street, everyone there will be as smart and hardworking as you.  If you go into your family’s business, you will be the cream that rises to the top.’”  Mike listened.

Heidi’s did well at first, but then uniform styles began to change: Nursing caps and whites were out, and medical uniforms became “anything goes.”  As the store started to flounder, Mike saw that his creativity and business acumen were what was the business needed, and so he joined his family.

He began pounding the pavement, looking for customers; he advertised in the Yellow Pages; he got the name of every customer who came into the store and where that person worked—then he called on that particular business; he joined “leads groups;” he broadened Heidi’s base and went into hospitals, hotels, restaurants, and industrial areas.  “I had a lot of fun,” he says.  “I would go out and call on a fancy country club, and then end up at a factory the same day.”

Business began to pick up once more.  He kept the two stores open for his parents, but he looked into the future and saw that retail sales were much less promising than “B to B” (business to business) transactions.  What were once 90% retail, and 10% group sales, Mike completely turned around.

Three years after Mike joined Heidi’s, he bought the company.  Over time, he moved it from the original New Haven shop to its current 25,000 sq. ft. building in West Haven.  Wherever he could, Mike gave Heidi’s customers a desirable, complete experience: He installed multiple embroidery machines; as early as 2003, he also joined ASI and sold promotional products along with the uniforms—again the total presentation. 

“I had a lot of opportunities, and a lot of people around me who expressed their interests in business,” Mike explains, “and if they were interested, I was interested.”  He learned, and Heidi’s grew from five employees to 18. 

“Sales people and entrepreneurs have to be eternally optimistic.  They must always see the glass as half full, not half empty.  You need ego.  If you don’t think you can win, don’t get into the game,” he warns.  “Winning isn’t everything, and we all make a ton of mistakes.  But you need to believe in yourself.  You also need to believe in people; you need to have empathy for your customers and your salespeople.  A good salesperson is ethical, not in your face, willing to commit to a long-term relationship, and brings value to the customer.”          

A little over a year ago, Mike and his wife, Orna, decided they were ready to do other things, and his parents were ready to retire.  He put the business up for sale—not to another uniform company but to a broader marketing firm.  Thus, Heidi’s became part of an even larger consortium, thereby increasing its overall value to its customers and its overall sales. 

Feury Marketing Group, with its 40,000 sq. ft. building in New Jersey, added its property and talents to the existing Heidi’s warehouse and store, totaling over 60,000 sq. ft. of successful, enticing, capabilities, and blending the concept of promotional products with uniforms, web design, graphic arts, and more: The ultimate image.  “There are strong synergies between us, and together we deliver a powerful message,” Mike reiterates.  Current package sales bring in as much as seven figures per client. 

Mike now happily works for Feury, not only in this country but in Israel, where he searches out small to mid-sized companies that are looking for the same unique look that Feury (also Heidi’s) will provide there, as well as here.

“I have an enormous amount of freedom without the tremendous responsibilities, and I love the networking,” Mike Wiesner says.  “I never want to grow up.  Growing up is boring.” 

          

Class + Innovation = Success: UniformMarketNews.com

Winnipeg, Manitoba, is a major hub of clothing manufacturing in Canada.  It is here that so many arrived from Eastern Europe in the early 20^th century, used their tailoring skills as their primary occupation, built fulfilling lives for themselves, and created an enormously successful industry.  Even as manufacturing has become an offshore endeavor for so many companies elsewhere, this city remains a strong and surviving force in the North American garment trade. 

One success story is JMJ/Ingenuity, celebrating over 75 years and multiple generations of family ownership.  34 year old Morris Shenkarow heads this firm that fills over a city block of manufacturing space, and is capable of running 24 hour per day alternating shifts when necessary.  He succeeds his father, Marvin, who created a joint venture between Morris’ maternal and paternal grandfathers, each of whom had their own distinct companies.

Founded by Morris Neaman in 1933, the Sterling Cloak Co. Ltd. was originally a producer of ladies’ overcoats and sportswear, until it was merged with

S. Stall & Sons in 1978, and became the Sterling Stall group.  This partnership produced a wide range of ladies’ clothing, adding leather, down coats, and suits to the already successful lines of the original Sterling Cloak.’  From there, the company became JMJ Fashions, as it continued to expand and create private-label programs for Canadian retailers.

In 1995, always capable of changing with the times, JMJ introduced the Ingenuity line of washable, crease resistant women’s tailored sportswear.  It was an enormous success and today, Ingenuity is sold all over Canada, the United States, and in Mexico City.

Multi-faceted Sue Paymer has been involved with the group for the last 15 years.  About seven years ago, between dress-down Friday’s, and a general trend toward casual wear in the workplace, Sue began to seek additional venues in which to introduce the more stylish presentation of Ingenuity:  She came up with the idea of using the company’s made-for-street-wear garments as uniforms.  It was the perfect niche.

Without changing the basic nature of the firm, what had been selling as women’s fashions, Sue and her fellow sales reps also began to sell direct to various industries where hospitality was key—anywhere they could think of where classy corporate identity garments were wanting in terms of the ideal busy woman’s dream outfit.

Ingenuity came up with two incredible basic fabrics:  Stretch twill, and Tricotine.  The colors were in the classics, meant to go with everything:  Black, navy, stone, taupe, ivory, and red.  All of the pieces went with one another; all of the pieces were wrinkle free and could travel anywhere.  Everything was fused and sewn to perfection so that nothing would crumple or come loose from itself.  The Ingenuity shoulder pad, alone, was sewn down in 13 places, rather than the typical three.  Just try to ruin one.

The garments have chip resistant buttons, the fabrics never fade, and dye lots are re-produced over and over again, so that a garment from 15 years ago will still match a new garment today; tops still match the bottoms.

The Ingenuity garments are completely machine washable, drip dry, have permanent creases in the pants, and are fully lined.  Every garment comes on a hanger and bagged. 

The styles are so basic that one could conceivably wear a single outfit during the day for a business luncheon, quick change to fancier buttons on the jacket, and have a formal suit for wedding attire by evening.  The fabrics are seasonless and wearable all year round.  As Sue says, “These are miracle clothes—one of a kind!” 

The best part, she is quick to emphasize, is that the durability and wearability of the fabrics save uniform owners a fortune in dry cleaning costs.  Sue goes on:  “What if a woman is wearing these garments in a smelly job where foods or other items regularly soil the fabric?”  No worries.  “Just throw everything in the washing machine and in a few hours, the garments are good as new.”  This is a woman who is completely energized when it comes to pushing her product.  She loves it, believes in it, and speaks to its accolades every moment she gets.  The result is that Ingenuity is making millions.

In addition to standard in-stock programs, Ingenuity also has its fashion line in novelty patterns, such as tweeds, stripes, plaids, and whatever else a customer could possibly want.  If you don’t see a color you want, ask.  You’ll get a lab dip, and the fabric will be custom dyed for you.  If you have a special design you want, discuss it with Ingenuity.   Need a particular size?  Ingenuity manufactures in misses, petites, pluses, plus petites, and tall’s.  If that’s still not you, it will custom make the garments.  

Men’s wear, you say.  Yes, the company is doing that, now, too.  The same basics, only in handsome men’s styling to complement female counterparts.  No one in the entire office ever looks wrinkled, second best, slept in, frayed, or less than band-box fresh.  In business, appearance is a keen element.

“We’re still a tailor shop,” reminds Sue.   She is firm that in repping over 50 organizations in her career, Ingenuity is the most principled and well presented company she has worked with.  “Our customers are 100% satisfied, we bend over backwards to help them, we do not undercut our dealers, and we stand behind our production.”  Asked about turn-around time, she smiles and remarks that Nordstrom’s once asked for 7,000 pieces in five days and Ingenuity delivered on time. 

 *****

Ingenuity products may be found online at www.jmjingenuity.com, or you may call direct to 1-800-600-0001.

The Sweater: UniformMarketNews.com

There is evidence that folks were knitting clothing with various types of yarns as far back as the ancient Egyptians.  However, the actual sweater didn’t appear until the 19^th century, in Great Britain.  While people had figured out long ago that knit socks and leggings could help to keep a person warm, it seems that it took another 4,000 years or so to realize that arms and the upper torso could also be kept cozy in much the same way; hence, the sweater.

The first sweaters (pullovers) were made for the working classes—especially fishermen—and strictly for warmth and dryness: Wool kept a person dry and warm, even when wet.  The various sweater weaves were created, legend has it, in order to identify a man by the unique stitch of his sweater; more likely, women just knitted the garments differently from one another.   

The military quickly picked up on the idea: The close-fitting jacket-like sweater was made famous by James Brudenell, the 7^th Earl of Cardigan, who led the charge of the Light Brigade.  The large drop sleeve was a matter of practicality when Crimean War officer Fitzroy James Henry Somerset, Lord Raglan, lost his arm and needed a coat that he could easily put on and take off.

When the knit garment entered the 20^th century, it became attractive to all classes; even Coco Chanel made it a fashion “must” for women.  It was used not only for warmth and to accessorize, but for uniformity, too.  Sweaters also became a snuggly means of identity with the postal service, law enforcement officers, and other groups with set garment protocol.  

Gradually, as society relaxed its formal dress codes, the sweater took on a more casual appearance, added styles and colors, and adapted to the needs of various clientele.   Such giants as Burger King and McDonald’s purchased sweaters for their personnel.  Promotional ad companies had their clients decked out in the jazziest of patterns.   Banks, businesses, hotels, airlines, and corporate conglomerates used the sweater as a part of the identity package.  Adding embroidery was icing on the cake. 

In the United States, yarn suppliers—particularly with the addition of cotton and acrylics along with wool—were burgeoning.  There was an abundance of mills, dye houses, and finishing plants where knit goods were cut and sewn.  The manufacturing of sweaters had become its own successful industry, despite the fact that sweaters were a fashion “add-on,” and seasonal items, only.  Everyone had to have a sweater, even Mr. Rogers.  

Today, for all but a very few companies, sweater manufacturing has gone outside of the country.   Cost of materials and labor are two substantial reasons; it’s also about a vanishing work ethic—finding trained employees.   Jon Edberg, originally from Canada, is Sales Director for New York based sweater manufacturer, Cobmex.   The majority of production is done outside of the United States.   Jon’s group is both a stock house for basic items (black and navy seem to be everyone’s favorites), and at the same time, it custom manufactures for huge distributors.   His is strictly a wholesale operation.

“We feel we are not recession proof,” comments Jon, “but we are recession resistant.”  He cites customer service in terms of “great response time” as being the top reason for excellent results in the market, plus very competitive pricing, and keen regard for the Cobmex acrylic blend no-pil yarns.  In business for ten years, and in the U.S. for three, Edberg feels very confident about the company’s direction. 

On the American side, Bill Levene, head of Andrew Rohan—the latest arm of expanding Edwards Garment Co.—bespeaks the year-old merger of a once independent sweater company that now complements the larger corporate/casual uniform manufacturer.  “Edwards needed something to set it apart in terms of enhancing its product line and Rohan was the perfect fit.”  80% of the Rohan sweaters are made in the U.S., with only the most customized being made off-shore. 

For Levene, there is great pride in being an American made company, and he attributes his 15 years in the business with Andrew Rohan to a fine product that has adapted and expanded with both ASI ad specialties, as well as the more conservative uniform lines.  The acrylics by far and away outmatch the cotton sweaters, with the pullover v-neck being at the top of the totem pole.  “Edwards Tuff Pil Acrylics are the driving force behind the sweater penetration in the uniform market,” says Bill.  

He also feels that it’s much easier to manufacture stateside in terms of fast service, and easier-to-maneuver small custom quantities.  “We can give you amounts of ten dozen and a turn-around of 7-10 working days; maybe three to four weeks total by the time we ship from the warehouse.  You pick the color, the style, and the sizes.  In unisex sweaters, Edwards/Rohan sizes range from xs-5xl.”

Erwin Schiowitz, Vice President of Sales at Philips-Van Heusen, plays a somewhat different role in the industry as PVH is now mostly out of the sweater market.  However, it still makes one style—a “¼ zip pullover” out of an Italian Merino wool, for Calvin Klein.  Schiowitz has been in the business for 39 years.   Respectively, the longer each of these three men has been involved, the more change each has seen in the sweater industry and the more different his perspective. 

Schiowitz sees a reduction in the sweater business because of so many new, different lightweight fabrications and outer garments.  “You have microfibre, fleece, sweatshirts, wind shirts, lightweight windbreakers with wicking.  Sweaters aren’t the only option any more,” Erwin opines.  “The smaller quantities we manufacture are all done overseas.” 

Listening to these very successful gentlemen, it was fascinating to realize that each has a unique approach to handling the sweater within the framework of his corporation.  Whether inside or outside of the United States, or a bit of both, sweaters provide a smart accent to any uniform concept, while giving its wearer fine appearance at an affordable price, and with practical warmth, too.

A Colorful Bit of History...Pantone Colors: Essay for Made to Measure Magazine

Julia Albul/Shutterstock.com

For the last 40+ years, the internationally recognized Pantone Matching System (PMS) is what has laid out choices of color for all visual aspects of our world: Cars and fabrics, cosmetics and hair care, house paints and carpeting, china and crockery, plastics and appliances, crayons and computer design graphics, and more.  Colorwise, today’s finished products are determined by Pantone, Inc., and interestingly, not the other way around.  Home Depot orange, UPS brown, Tiffany blue, Barbie pink: It is the work of genius.

There are shades of light and dark by adding black and white; tints of colors such as azure, navy, royal, or teal blues; and the various hues such as basic red, blue, yellow, orange, brown, and so forth.  There are metallics, shineys, and flats or bisques—no different than lame’s, satins, and cottons or woolens. 

Every one of the hundreds of Pantone colors is different, and yet similarities abound.  Colors can appear with an entirely different presentation on fabric than on a paper calling card or the sign painted on a company truck.   Sometimes, it’s very difficult to convince a customer that the color he sees in a magazine may be closely duplicated but not exactly, when attempting to transfer ink to cloth, or a printed logo to embroidery thread.  Substances grab dyes differently.  PMS colors help us as manufacturers and sellers of uniforms to convince our shoppers that there is an official bottom line for color.

Based in Carlstadt, New Jersey, Pantone is run by Lawrence Herbert and his daughter, Lisa.   Herbert, whose great love is color, began working for the printing company in 1956, hoping to become a physician one day, while printing color cards for cosmetic companies in the meantime.   However, with his backgrounds in chemistry and biology, he began to perfect various recipes for colors with scientific precision, and eventually expanded his knowledge to deal with the full spectrum.  Ultimately, he bought the printing operations portion of the company, which he finally incorporated into his own firm in 1963. 

Until that time, every printer had his own palette of colors, but none was synchronized with another; even within the same printing house, the colors were often skewed or off-tone from one run to the next.  What Herbert did was profound: He standardized color.  He gave every available shade, tint, and hue a different number and recipe (and sometimes a name) that cannot be varied.  He went to 21 printing companies with his recipes, hoping to convince them that this kind of color regulation would be an asset.  They went for it, and the rest, as they say, is “his-story.”  

Today, there are approximately 1,800 different blends from which one can choose.  When a company wants a particular shade that isn’t a part of the Pantone system, then Pantone will invent it.  If it is a patented, corporate color, then only that particular company has access to it.  If it is less protected, then there is public access.

New colors are constantly being created.  In fact, many industries circle the Pantone crystal ball as early as 18 months in advance in order to find out what the color wizards are up to.  In so doing, there is a cooperative and coordinate multi-industry effort to utilize the latest Pantone offerings: Will it be a brown fall, or a pink spring, a black and red winter, a marigold summer?  If you think fashion or automobile manufacturers know, think again.  It is Pantone.  The environmentalists did not come up with kiwi and lime green for last season’s spring shirts.  Nope.  It was Pantone.

When you open your latest catalogues, or design your new garments for the season, you are specking out the available PMS colors that were developed months in advance.  If you show the current items from your favorite vendor, whether it be seasonal color changes, or newly mixed shades, it’s all from the Pantone color spectrum.   Should you call a thread manufacturer or fabric converter, an embroiderer or screen printer, a button or zipper distributor, you are utilizing Pantone.

To the extent that the uniform industry is more conservative than some, one might think that fewer colors would be used.  On the other hand, because uniforms now include such an enormous array of choices, this is less and less the case.  What has to be called “gigglebox fun,” is that Pantone also delights in pairing colors, thereby putting particular color combinations in the spotlight as readily as it does single tints and shades: Navy and pink; black and khaki; grey and red—such mixes are whole units unto themselves.

Sets of the PMS color cards—not unlike the early cosmetic cards that Mr. Herbert first created—are not only available as basic all-purpose chips, but there are card sets used solely for the textile industry, as well.  The only problem with selling a customer off of these cards is that there is usually a 3,000-5,000 yard minimum to have fabric custom dyed.  Going offshore for a lower minimum, even without customs and freight, is not a lot less.

The next time your customer comes in with a bottle of suntan lotion and tells you that he wants you to match the lettering on the side of the bottle to a razzle dazzle fabric with a keen sheen, as a must for his singing group’s new uniform shirts, think PMS.  Use it with him, and then forward the color number to your supplier, who also should have the cards.  Hopefully, this will save you hours and hours of researching and postage for sample swatches, and earn you a handsome account at the same time.

School Uniforms: Making The Grade Year-Round: Uniforms Magazine

Between the end of July and the beginning of September, the school uniform business is in full swing.  Stock is literally flying off the shelves.  But what happens to dealers and distributors the rest of the time?  It’s not so easy.  Yet, the same venerable companies thrive year after year, managing just fine.  Here are some of their secrets for success during the ten off-months:

Marketing—In today’s world, the Internet comes first.  Be sure that your company can be Googled, identified with a first class website, and can support online ordering for fast easy-access service, 24/7.  Make sure that freight and payment terms are straightforward, included, and safe, and that your images are present and attractive to the shopper’s eye—kids as well as adults.  Check out www.UniformsBySharon.com to see a perfect example. 

Advertisements go everywhere from the schools, themselves, to the phone book, bulletin boards, and mailers for parents.  Coupons?  You bet.  Use the media including radio, TV, computer ads, links, and text messaging; billboards, and even bumper stickers keep your easy-to-remember company name in the consumer’s mind.  Focus on particular selling points or specialty items that only you carry. 

  

Call on the schools, personally, and make repeated visits.  Become friendly with the staff, and don’t hesitate to take the store to them via samples, catalogues, and brochures.  All of this comes into play during those long silent months when business slows.

Make your store accessible.  Multiple retail outlets are optimum, and hopefully in safe neighborhood shopping areas or places that are geographically tempting for many nearby schools.  Partner with other similarly minded business concerns such as school/office supply companies or bookstores, and make agreements to support one another in terms of promoting merchandise.  You want to be a household word.

Diversification—We tend to think of school uniforms as outfits for K-12.  If a uniform company is going to survive for a period of more than two months a year, consider the broader spectrum.   Many stores today include all kinds of kids’ wear.  Cookie’s in New York, for example, handles multiple types of children’s items from toys, baby things, and children’s furniture, to mainstream kids’ clothing, and school uniforms.

“Oh, if we didn’t have a lot more than just the uniforms, it would be terrible,” Al Falack of Cookie’s states plainly.  There’s a lot to choose from, keeping business buzzing for the entire twelve month cycle.

Also, we tend to think of school uniforms as being only about kids.  There are cooking schools, nursing schools, medical schools, carpentry and trade schools, to name a few.  A school uniform store or manufacturer can just as easily branch out into these areas as not.   Look at Dickies that makes uniforms for multiple careers, and includes its children’s line, too.  These other school types have classes running constantly, plus graduated professionals who are continually needing replacement garments: Scrubs, labcoats, industrial shirts, pants, and so on.

Land’s End manufactures men’s and women’s clothing, children’s wear and accessories, in addition to its school uniforms.  Dennis Uniforms manufactures labcoats, even though its focus is the school market.  The more investment in various garments, the larger the overhead and expense, but the alternative is there are more garments to help keep the industry and the dealerships going through the winter and spring months. 

“Remember that department and big-box stores only sell school apparel during the height of the season; uniform stores stock their merchandise year-round,” emphasizes Sharon Brushett of Uniforms By Sharon.  In agreement, Sheila Farber of Denver Dennis Uniforms reiterates, “Someone always wants a fresh pair of pants, or there’s a new student who needs outfitting.  We manage to keep busy.”

Gimmicks—Sales work wonders.  January sales, June sales: Remind the folks that you’re still around, and that you’re giving them a chance to get the jump on the upcoming season.  In spite of the Fall-only big business, things happen at Winter semester, too.  Check out school schedules very carefully. 

“We present our customers with “advantage” or “bakers’ dozen” cards,” says Andrew Dunbar of Dennis Uniforms.  “We at Dennis give punch cards that offer $10 off with a purchase of $150 or more during on-season shopping, and $20 off for off-season purchases.”

Add an extra pair of socks with an outfit, a hair bow, or a fun pair of “undies.”  Include or offer school identity, such as embroidery of a school logo, screen printing of a favorite wrestling character, or a matching backpack for purchases over $200.  Maybe, some gift certificates to a fast-food store tucked inside a pocket would be just the ticket.  

“The littler kids like to pick out a lunchbox or some extra small thing to go with the uniforms,” observes Al Falack. Do whatever it takes to bring the folks into the shop, keep them buying, and keep them coming back.

One of the best ideas is the Mattel American Girl dolls that have matching uniforms in the appropriate plaids, and that can be purchased through Dennis Uniforms: The Peter Pan blouse, a hair bow, and the street length jumper on your favorite character.  How perfect for a young lady to be able to see herself and her twin doll in fashionable school clothes!

Merchandising—When doing the buying for school uniform items, shop the competition, find unique fashions in multiple sizes, and include "plus" sizes.  Carry all colors, the several styles approved by the schools, and even those that aren’t, in order to draw the attention of kids or parents who want something special.   If you skimp, the customers will go elsewhere.

Depending on the demography of the area, if there are conservative or parochial schools, skirt lengths can matter: As Sharon Brushett says, “Skorts are a definite trend setter.”  Yet, the longer below-the-knee length is often mandated for a traditional look.  Cookie’s has its own manufacturing facility and features apparel for particular religious groups, as well as stocking standard school clothing that is ready-to-wear.  “Sometimes, we have whole schools where every girl has to have a 27” skirt hem,” marvels Al Falack.

Check out what it is that your area schools are needing as well as wanting.  Don’t exclude important population components.  If you have schools that need to meet requirements for specific ethnic garb, look into this; there are small custom manufacturers around the country that make these specialized uniforms. 

Customer Service—Finally, have the best customer service that you can provide.  To keep overhead low, use fewer people during most of the year, and add another five or six employees during the height of the season.  Don’t be shy about cutting help and your hours when they’re not necessary. 

“We have limited hours during the off-months,” advises Sheila Farber.  There’s no need to pay overhead for a building that isn’t used, or for help that isn’t producing.  Think practically and pragmatically.  Your customers will adapt.

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“Hot Stuff”

Girls will be girls—that means craving doo-dads for their hairstyles.  Barrettes, headbands, bows, scrunchies: They come in different solid colors, or the plastic is designed to have inlaid plaids with extending ribbons that match the garments.  It doesn’t matter how old a woman is; for her to be well-dressed is about head to toe, and that includes items for the hair.

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Outerwear is huge.  There are hooded duck jackets, fleece windbreakers, Ike bomber jackets, quilted vests, raincoats, and of course, hoodies.  Screen printing and embroidery are available to enhance any item; both guys and gals are now dressed for the seasons inside and out, in the best fashion.  All of these items come in school colors, and may include added racing stripes across the shoulders, around the cuffs and collars, or down the front.

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Fabrics are changing as organics are entering the picture.  From pre-school up, mothers are especially conscious of “going green,” with garments that are made from environmentally sensitive, custom-dyed yarns.  (Watch your costs here though, as organics are more expensive.)  In contrast, several manufacturers are adding Lycra to their slacks so that girls can have tighter fitting as well as more comfortable pants.

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Styles are morphing away from the dressier girls’ jumpers with blouses, and boys’ pants with dress shirts; instead, it’s items such as capris, and hip-huggers with flared bottoms for girls; cargo pants and bicycle shorts for the boys.  Polo shirts are taking over the traditional shirts and blouses; solids are replacing plaids.  The reasons are not only about taste, but about economy, which is beginning to play a larger factor in uniform choices. 

Many items have become much more casual.  Land’s End has added more length to its turtlenecks so that they may be worn untucked; T-shirts are part of the uniform scene; backpacks, lunchboxes, boots and shoes, colored socks in multiple lengths with plaid trim, and even underwear are all becoming items for the school uniform ensemble. 

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