Every edition Ragtrader talks to a previously profiled brand to see how it has evolved in the intervening period. Here Tracey Porter talks to Feargal Caley, communications manager of King Gee.
COMPANY King Gee
COMMUNICATIONS MANAGER Feargal Caley
What were the key issues or challenges for your company five years ago? What are they now?
A brand that has been around for over 80 years will always face the challenge of staying relevant to younger generations while not alienating the core audience who have been with the brand all their lives. We are always faced with the challenge of how to make work gear more comfortable without compromising on protection and safety in the workplace. As a brand that has been making industrial workwear for so long we sometimes struggle to make people aware that we are a full service supplier of corporate uniforms. Once people see what we do they are quite amazed as it does not fit the stereotype they have in their mind.
What was the range like five years ago? What is it like now?
Five years ago the range was still very traditional workwear and we had recently launched Teflon drill and cargo style workwear which was beginning to change the market. Now the range has changed significantly as we have sought to update the look, comfort and functionality of workwear. New developments have been Worn Gs (worn-in work gear with more fashion-influenced styling) and WorkCool (a range of specially vented shirts, shorts and trousers to help reduce discomfort related to heat stress). Over that time we have also fully overhauled our range of corporate clothing which now performs strongly for us, especially in suiting.
How many stores/wholesale accounts did you have five years ago? How many do you have now?
Our number of accounts has remained stable.
What was the retail climate like for your business five years ago? How has it changed?
Bigger retailers have got larger over the last five years which can affect the balance of power between supplier and customer but we have invested heavily in our brand over this period which has helped to maintain an equilibrium.
What was your approach to marketing and promotions five years ago? What is it now?
Our approach has remained similar - we recognise that we are custodians of one of the last Australian-owned icon brands and our focus is on ensuring that the brand continues to play a leading role in the Australian apparel landscape. While we understand that the brand needs to adapt to remain relevant to younger generations of wearers we also know that we must stay true to the original essence of the brand.
What was your approach to staff training five years ago? How has it changed?
We ensure that all staff receive training every year and this has not changed.
How many staff did you employ five years ago? Now?
About the same: 300 including 80 staff in our Australian factory.
What was your greatest moment/most significant development in the past five years?
It would have to be the development of WorkCool. The R&D for this range took almost a full year including focus groups, field trials with BHP in Port Hedland and highly specialist scientific testing in conjunction with the CSIRO fabric research unit. The range helps keep people cool in two ways: venting and breathable fabric. It was imperative that we uncovered the weave that had the maximum breathability in order to provide maximum comfort to people working in hot conditions. The concept was so successful it has been imitated by all major competitors and now forms a huge segment of the workwear market.
What has been the worst experience of the past five years?
The opening of a new distribution centre. With all new systems we had our teething problems and the transition period was not as smooth as we hoped.
Then
Name: King Gee
Core business: Industrial workwear
Range: Traditional workwear
Retail climate: Heavy competition
Staff: 300
Worst moment: Opening new distribution centre
Now
Name: King Gee
Core business: Work and corporatewear
Range: More fashionable
Retail climate: Profitable through investment
Staff: 300 (including 80 in factory)
Best moment: Introduction of WorkCool