Insight December 2022

A message from Banner CEO, Glenn Leech

I learned the other day that the new word of the year for 2022 was ‘permacrisis’. It refers to the constant state of uncertainty we seem to be living through. From the continuing impacts of the pandemic, to the war in Ukraine and rising energy bills… at times it seems as if the bad news is never ending.

Certainly, for schoolwear retailers, it’s been another challenging year.

I know, from the many customers I’ve talked to, just how difficult it’s been this ‘back to school’. And the message that’s come through loud and clear is that parents are worried about costs, they are buying fewer items and holding back on spending. Some of this comes from the unfortunate alignment of our peak sales period with the market shocks of the summer – but I sense there is another factor at play, which though harder to define, is just as important.

Sentiment is the most powerful factor in any market or movement. As an industry we might have the best value and most sustainable garments ever produced —and I believe we do — but if there’s a public feeling that schoolwear is too expensive or that logos are unnecessary then we have an uphill battle. This is why we must all work extra hard to convince parents and schools of the benefits of uniform and the vital role that retail specialists play in communities.

We know that schoolwear offers great value; we know that it reduces bullying; and we know that it promotes inclusion and wellbeing. What’s more, we know that the basket price of quality uniforms is nowhere near the headline figures that are bandied around by an irresponsible press. But the reality is, these messages are complex compared to the easy headlines that claim parents are being ‘ripped off’, that logos should be banned – or even, that uniforms are a thing of the past.

This month, the Schoolwear Association launched a new charter for school uniform practices. Here at Banner we fully support its aims and will be working to ensure we exceed its commitments. But I’m also determined that we explain its core message to every school, local authority and parental influencer that we can.

This issue of Insight is part of that process, with a summary guide to the charter that you can use to reassure your parents and schools. Tenders for uniform contracts are now standard practice and we must embrace this as a way to give reassurance on fair pricing, sustainability and quality service. And let’s not forget the enduring milestone of ‘first day at school’ for which pride in our uniforms plays such an important part.

Over the coming year, I believe that winning the hearts and minds of parents and schools is our number one challenge as an industry. Retailers are at the frontline of that battle, and we will be working to support you in every way we can.

As I look ahead, I don’t believe we are in a ‘permacrisis’ at all – indeed there is much to be positive about. But to come through stronger we must not only win the logical arguments, we must also prevail in the emotional ones too.

Best wishes for a successful year ahead.

Glenn Leech