Sometimes, as a workwear supplier, it’s difficult to reach a specific target group. Or even to expand your target audience at all. One effective way to reach these groups is by partnering with an interest group. That’s exactly what Leo Workwear did with the Scottish Plant Owners Association (SPOA). An interesting collaboration we can all learn from.
When industries call for help
It doesn’t happen often, but now and then a professional group raises the alarm because they’re facing a problem. We saw this at the end of last year with English farmers. The agricultural magazine Farmers Weekly, along with 14 organizations, sent letters to workwear suppliers.
They had noticed an increase in the number of women entering the profession, but there was a shortage of proper workwear for these young female farmers. Several international workwear brands received letters requesting more clothing designed for women in farming.
This kind of opportunity is basically handed to you on a silver platter. It’s also straightforward—if you’re looking to broaden your market, and you see a sector asking for products you already make, that’s a golden moment. Especially in a competitive industry like workwear, where it can be tough to stand out.
Women in Plant
But sometimes it works the other way around. An industry might want to attract more women, but the lack of suitable workwear becomes a barrier. Research from the Dutch expert centre on gender diversity in STEM, technology, and IT (source) shows that the lack of appropriate workwear is a factor in a woman’s decision to apply for or stay in a STEM-related job.
The Scottish Plant Owners Association (SPOA) also realized they wanted to attract more women into their industry—but suitable workwear was lacking. Many women in the Scottish plant sector wear men’s workwear, which isn’t comfortable or practical. That’s why they approached Leo Workwear, a manufacturer experienced in women’s workwear. In collaboration with Women in Plant (WIP)— SPOA’s working group focused on women in the plant industry—Leo Workwear developed a clothing line tailored for this group, complete with the WIP logo.
The new clothing line was promoted during the Scottish Plant Operator Challenge, an event where companies in the sector come together for competitions. At the booth, women already working in the plant industry—or interested in joining—could try on and explore the new collection. To make the clothing even more appealing, SPOA members get a discount when they purchase it through a specific wholesaler.
Win-win situation
The collaboration between Leo Workwear and SPOA shows that partnering with interest groups can be a smart way to expand your customer base. The key advantage is that the collection is designed for a specific audience—not just a specific company—making it easier to add to a supplier’s regular offering and appeal to a wider market. A great initiative that benefits everyone.
