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Fashion faux paux or cutting edge Corporatewear?
Feature: 3/3/2005



Corporatewear suppliers have been feeling a new kind of pressure in recent months as clients continue to demand more from the garments they want to represent their company. Price is often a key factor when clients are looking for a supplier but with image becoming increasingly important in the workplace many are prepared to pay that little bit extra if it will put their company high up in the fashion stakes.

This change can be seen in the jewellery company, Beaverbrooks. Incorporatewear recently launched the first ever corporate clothing collection for Beaverbrooks. Previously staff in each store chose a range of clothes from the High Street and all wore similar styles.

This did not always help ladies of a certain age or size if the majority choice was for a close fitting style.

There were also difficulties with new members of staff, who might not have been able to get the same styles if the retail stores had finished the range mid way through the year, or had sold out of a particular size.

ICW worked with Beaverbrooks staff to create a range of garments to suit all ages and sizes, taking fashion into account and to keep staff in line with High Street changes. This means that Beaverbrooks have a unique image that doesnít date, whilst having no issues with new starters or garment performance.

An example of a company who has kept their high street ties is John Lewis. Staff can either choose items from concessions in store or have garments supplied by Incorporatewear. This arrangement means that the JLP partners are voluntary wearers of Corporatewear and that ICW must supply a range of fashionable garments to compete directly with retail options. To address this, ICW refresh the whole collection on an ongoing basis.

Itís obvious that Corporatewear suppliers are going to have to reach to new heights to meet the requirements of clients as fashion continues to move from the High Street onto the Corporatewear scene.
Author: Rebecca Taylor
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