Selling our Jackets: The Key Points of Difference

There are two things I love about winter, wearing jackets and selling them.

The ultimate upsell; jackets quickly add zeros to revenue and profit.

In a world of uncertainty, there’s one thing we can rely on; it’s going to get colder around the same time each year. Winter, or in the uniform world, jacket season, is upon us.

A customer orders new polos, and you explain why a few extra jackets and jumpers would be an intelligent investment, keeping staff uniformed come rain or shine. It would be a shame to cover up those branded polos for five months of the year (twelve if you're in Canberra).

Jackets make outstanding promotional pieces; they're smart, functional and create walking billboards of a team. They also offer a tremendous amount of variety in terms of features, style and functionality.

Here are the key selling points to our jacket collection.

Ogio

There are two types of jacket order; the large team purchase that focuses on function, the right corporate colours and a budget-friendly price.

Then there’s the one designed to be worn to meetings and make you look, and feel great.

The first is a need, the other a want.

My focus is on the latter. The benefit in sales psychology is that wants are far more powerful a motivator.

Have you ever wanted something you didn’t necessarily need, yet the excitement of fulfilling that want was so powerful it became almost irresistible?

Given I've just purchased a pair of the newly released Reebok Nano X training shoes, for no other reason than I wanted them, I can attest to this.

Do I have a pair of old trainers that I could use? - yes. So technically I didn't need them. But I definitely wanted them, and this played a significant factor in how I felt about the purchase and how much I was willing to spend.

The average person's usually willing to spend more on what they want than what they need, and price plays less of a determining factor.

The unit price is higher than that of the functional budget jacket, but the physiological aspect of co-branding your company with that of a power brand such as Ogio is exciting. It becomes a want.

By having brands in your arsenal allows you to offer an exciting brand association to customers that want to feel good; such as sales teams. Given the lifespan of a quality jacket is counted in years, the extra investment is one many will contemplate.

More Choice for Your Customer

Price

The ability to offer a jacket selection that ranges from less than $20 wholesale to over $300, allows you to assist your customers in matching their various wants and needs in a far more flexible way.

Although the bulk orders will usually sit in the low-mid pricing range, I admit that I didn't initially expect our top range jackets to sell in the way that they have. The demand is certainly there.

Colour

When looking at a ‘budget range’, one of the critical aspects of jacket selection, aside from functionality is colour. Having an outerwear ‘collection’ that has a broad range of options in the same style and colour is a huge benefit.

The Port Authority Active Colourblock is an excellent example. Offering a softshell option, both in male and female, in a budget-friendly popular style and colour range provides the basis for a corporate range.

The 9 colours available in the Port Authority Torrent Waterproof jacket also makes a formidable show stopper. Again available in male and female companion styles.

Material

Increased material options for differing industry requirements are made available. Corner Stone’s duck cloth material is a prime example of a sought after material in the workwear and service industries.

On the flip side, a front office receptionist may be looking for a comfortable cotton-rich blazer, to provide warmth, without sacrificing style.

Function

Finally, the functionality of the jacket is often a predetermined factor of someone’s needs. A typical example being waterproofing.

Having the range of water-proof ratings is important to fulfil the needs of the customer. Where a shower-proof softshell may suffice for a travelling salesperson, ducking from car to office; a landscaper requires a lightweight, highly breathable and waterproof jacket, such as the Port Authority Tech Rain Jacket, available in men and ladies.

This functionality expands into the fundamental purpose of a jacket; warmth.

Again ranging from an essential fleece to a ‘technical’, insulated and highly waterproof/breathable jacket, such as the Port Authority Insulated Waterproof Jacket.

To discuss our outerwear range, leave your details below, and a member of the team will be in touch shortly.