A Uniform Approach to B-T-S Fashion

I see this as a positive development for retailers, which is why you see so many traditional outlets for BTS apparel (JCPenney, Target and others) exploiting the opportunity. It represents an add-on purchase, since the rest of a kid's wardrobe is usable at school only if there is no dress code. (And the rest of the wardrobe has to be replaced every time it gets outgrown.) It also provides a "need to buy" incentive during the back to school season, which otherwise lacks the same sort of urgency as holiday shopping. So a win all around, not to mention the demonstrated benefits inside the schools themselves.

Richard Seesel, Principal, Retailing In Focus LLC

Overall I am not sure this is going to be a huge benefit or bane to the sales efforts of retailers. I suppose if you specialize in uniform sales, it could help you.

Mark Johnson, President and CEO, Loyalty 360

It can be a positive, but it depends a lot on how the school actually adopts their policy. I've seen cases where schools specify the company you must purchase from, or specific brands. In those instances, there is only one winner, and every other retailer loses not only their chance for the school clothes business, but also for any incidental shopping that may happen along the way.

It also depends on how the retailer merchandises it. If uniforms are online only, then that's a challenge for parents trying to figure out fit.

I also think there is an opportunity to be less piece-meal about it--if I could buy the right size with confidence, and you put together a boy's pack of 7 pants, 7 shirts, a few odds and ends like sweaters, all for one price...that would make my shopping trip much easier. It's not like there is a ton of variety to choose from--that's half the point.

If you position it right, there is a lot of opportunity. If you're not paying close attention, you could definitely lose out.

Nikki Baird, Managing Partner, RSR Research

I think the answer depends on who you are and who your customer is. Discounters who offer school uniforms will do well no matter what, and the specialty school uniform retailers will thrive on the higher end. It's the teen and children's retailers who have the most to lose if BTS is more about uniforms and less about fashion. It should be noted though, that the premium teen retailers may benefit. If mom and dad don't have to worry so much about quantity when making non-uniform choices for their kid's wardrobes, they can better afford the aspirational brands that their children crave.

Marge Laney, President, Alert Technologies, Inc.

From my perspective this is all good. The comments above are all valid. Watching the new Old Navy TV spots shows how retailers can capture the uniform market, and at the same time leverage the added footsteps into additional sales.

While some 'branded' retailers may hurt a tiny bit in the short term I wouldn't expect much damage at all; kids rip off their uniforms as soon as school ends and put on their preferred styles anyways.

Kevin Graff, President, Graff Retail

Depending on the venue (typically urban), the uniform business has positive and negative aspects.

Positives include greater predictability for a significant portion of the assortment as styles and colors are prescribed in advance. Secondly, there is a solid re-order business throughout the school year as uniforms wear out and/or get damaged and must be replaced. In all, a nice simple business within an individual market.

On the down side, uniforms can vary between schools, which introduces incremental complexity into the planning and allocation functions. Also, retailers can get stuck (voice of experience here) if the school board decides to change the uniform close to the beginning of the school year. Should this happen, the merchandise is worthless.

The best way to capture the opportunity is to have the field organization develop a relationship with the individual school administrators and then provide that feedback to the central merchants. The example of offering some form of kickback to the school is a good one. Anything that endears the retailer to the local school is a big plus. The reverse is also true.

Bill Emerson, President, Emerson Advisors

This should be a positive for retailers. It's a sales opportunity that is predictable, giving them a chance to ramp up appropriately and effectively. For those who work a bit harder to engage and retain shopper parents and students, there are going to be return visits. Further, getting shoppers in the stores is a great time to showcase other styles that will appeal to this very specific demographic.

Anne Bieler, Sr. Associate, Packaging and Technology Integrated Solutions

To my knowledge and experience, school uniform providers are dominated by locally established and owned companies. Schools normally contract with these providers and do not accept clothing "resembling" uniforms purchased from other sources.

For certain retailers, opening up an online store or having seasonal kiosks in-store for uniform sales could be well justified. Young students become accustomed to uniform wearing but surely wouldn't mind the "upgrade" to a Gap, Lands' End, or other brand.

For larger retailers, this is an opportunity with potential and it should be studied. I have some reticence in making this statement as this could result in another case of category killing merchants negatively impacting local merchants.

Bill Hanifin, Managing Director, Hanifin Loyalty LLC

I don't see how this can be positive. The retailer goes from selling a $200 pair of popular jeans to a $25 pair of uniform pants. That can't be good.

'txfood'

This program will grow larger and become more sophisticated as more school districts require uniformity. Yes, dollar sales may decrease; but I see that as short lived. The children are still going to the malls. The parents are still concerned about their children's appearance and will buy the higher priced items for after school and weekend wear.

Weren't we discussing the absurd cost of children's birthday parties earlier this week? Do we think the parents are sending their children to these parties wearing the school uniform? I don't think so.

Ed Rosenbaum, CEO, The Customer Service Rainmaker, Rainmaker Solutions