Portwest Final

HIGH VISIBILITY LEISUREWEAR BY RACHAEL COOPER

Company Profile

• 100 Years of experience in high quality value and service. • A world leader in design, manufacture of stylish, comfortable

workwear which comply with international standards/regulations.

• Vertical manufacturer and distributor of workwear, safety footwear and PPE.

• Sell to distributors only. • Based in Ireland, UK, Poland, Germany, Dubai, China, USA and

Bangladesh. • Warehouses in UK, Poland, Ireland and Dubai. • Sales offices in Ireland, UK, Poland, Germany and Dubai • Ensures the highest standards of production and continues to

make product improvements. • Shipments to the customer to ensure rapid order dispatch

worldwide.

“This High Visibility Range is the most Innovative, technical and stylish in the range…..”

Competitor Positioning Analysis


Low Price

High Price

High Quality

Low Quality ****To be discussed

• 300 Denier 100% polyester yarn. • Abrasion and tear resistance especially suitable

for tough conditions. • The PU coating ensures the fabric is durable

and waterproof as well as an outer water and stain repellent coating to ensure the garment keeps clean.

• SealTex Ultra is a highly breathable technical PU coated fabric, this 185g flexible 100% polyester tricot knit meets high visibility standard EN ISO 20471

• Kingsmill is 65:35 Poly-cotton, available in four weights 300gsm, 245gsm, 210gsm and 190gsm. Maximum protection, performance and comfort. Superb pilling resistance and offers a great smooth hand feel. This pre-shrunk material has excellent dye retention.

Portwest High Visibility - Key Fabrications

“Industry leading innovative fabrications which are tested to meet regulations EN ISO 20471”

Portwest High Visibility - Key Fabrications

• Manufactured from 55% cotton, 45% Polyester with cotton on the inside for comfort and polyester on the outside for maximum durability.

• This innovative cotton/polyester mix ensures that the fabric is highly breathable and that a comfortable temperature is maintained at all times.

• Made from a durable 100% polyester wrap knitted fabric.

• Tested and certified to meet the highest visibility standards.

• Lightweight, comfortable and highly breathable.

• Virsitile garments giving the option to be worn over current layers.

“Industry leading innovative fabrications which are tested to meet regulations EN ISO 20471”

“High performance workwear - Protecting millions worldwide”

Portwest - The High Visibility Fleece Range

Hi-Vis Mesh Lined Fleece 100% Polyester Anti Pill Fleece 300gsm

£26.31

Hi-Vis Two Tone Fleece 100% Polyester Anti Pill Fleece 300gsm

£26.31 *Prices are taken from Workwear Express and are based on an order quality of 10+

Leo Textiles – The Fleece Range

Hartland Fleece Jacket Anti Pill Fleece 280gsm

£21.16

Hartland Fleece Jacket Anti Pill Fleece 280gsm

£21.16

*Prices are taken from High Vis Workwear and are based on an order quality of 10-24 pieces

Two Tone Fleece Jacket 100% Polyester Fleece 280gsm

£25.50

Carnoustie Orange Fleece Jacket 100% Polyester 300gsm

£23.20

Carnoustie Yellow Fleece Jacket 100% Polyester 300gsm

£23.20

Beeswift– The Fleece Range

Orbit – The Fleece Range

Crusader Fleece Jacket 100% Polyester 380gsm Fleece

£20.17

Hi Vis Railway Fleece 100% Polyester Anti Pill Fleece

£21.79

Hi Vis Two Tone Fleece 100% Polyester Anti Pill Fleece

£21.79

Mascot – The Fleece Range

Mildura 100% Polyester 230gsm

£48.40

Mildura 100% Polyester 345gsm

£48.40

High-Vis Forestry jacket 60% Polyester 30% nylon 5% Elas 5% polyurethane

150gsm £88.79

High-Vis Fleece Troyer 100% Poly 260gsm

£55.19

High-Vis Fleece Jacket 100% Polyester

£31.19

Engelbert Strauss – The Fleece Range

The High Visibility Fleece Range Analysis Portwest Vs Leo Textiles • Price – Portwest slightly more expensive than Leo Textiles (£26 vs £21). • Fabrication – Both 100% polyester Anti Pill fleece. Portwest fleece weight is 300gsm vs Leo textiles

280gsm fleece. Both claim to offer a soft hand feel. • Design – Portwest offer both classic fleece designs and a fashion forward two tone styles whereas

Leo Textiles offer just the two tone fashion forward option.

Portwest Vs Beeswift • Price – Portwest are slightly more expensive (£26 vs £23) this is due to the difference in fabric

quality. • Fabrication – Portwest fabrication is 300gsm and anti pill finish, the Beeswift is between 280-300gsn

however does not have the anti pill finish. Therefore Portwest is better quality and better value for money.

• Design – Beeswift have a classic high vis fleece in two colours and a more up-spec two tone fleece catering for the more fashion forward customer, Portwest also has a similar offer.

Portwest Vs Orbit • Price – Orbit is a lower price point than Portwest. Orbit £20-21 Vs Portwest £26. This could be due to a variation in fabric quality. • Fabrication – Orbit offer a regular fleece quality as well as an anti pill finish, however on the anti

pilling finish the weight of the fabrication is unknown therefore a direct comparison cannot be made.

• Design – Both have a similar design offer, classic and two tone fashion forward pieces.


The High Visibility Fleece Range Analysis Portwest Vs Mascot • Price – Portwest is considerably cheaper at £26 vs Mascot which is around £40 mark. I believe this

is due to fabric quality and styling. • Fabrication – Portwest fabrication is 100% polyester at around 300gsm however Mascot offer a

higher wieght ranging from 230-345gsm although there is a big difference in the price of the Portwest vs Mascot high vis fleece.

• Design – Mascot design offer is very commercial fleece range, they offer a classic zip fleece as well as a two tone up speced version which I feel are very aesthetically pleasing. Portwest also offer a two toned fleece in two colours however I prefer the Mascot colour combination as well as the direction of the high vis tape.

Portwest Vs Engelbert Strauss • Price – Engelbert Strauss is price points are higher than Portwest. They do have a basic fleece

priced at £30 this is still more than Portwests basic fleece (£26). There is not a huge difference in fabric qualities however there are more design elements (cut and sew panels and colour variations within the high visibility Engelbert Strauss range).

• Fabrication – Portwest fabrication is an anti pilling fleece at 300gsm, Engelbert fleece is 240gsm however it is a higher price point than Portwest. On the Engelbert fabric quality there is no anti pilling declaration.

• Design – When directly comparing the Portwest two tone fleece and the Engelbert styling, I do prefer the Engelbert garment as it is more fashion forward.



Portwest - The High Visibility Softshell Range

Two Tone soft shell 94% Polyester 6%

Spandex 160g laminated to 100%

Polyester Micro Polar fleece 150g. Total

weight 310g £51.95

Soft shell Jacket 94% Polyester, 6%

Spandex, Bonded Fleece, 310g.

£58.85

Classic Soft shell Jacket

94% Polyester, 6% Spandex, 160g

laminated to 100% Polyester Micro Polar

Fleece, 150g £35.21

Contrast Soft shell 94% Polyester 6%

Spandex 160g laminated to 100%

Polyester Micro Polar fleece 150g, Total

weight 310g. £43.44

High Visibility Soft shell Jacket

100% polyester 300D. £49.99

Two Tone 3 in 1 High Visibility Jacket

100% polyester 300D/210D £69.95

Industry High Visibility Soft Jacket 65% polyester,35% cotton. 245gsm.

£39.95

High Visibility Two Tone Parka Jacket

100% polyester 300D. £39.95

Dickies - The Softshell /Jacket Range

Leo Textiles - The Softshell/Jacket Range

Buckland Orange Soft Shell Shell

100% stretch polyester twill £41.72

Buckland Yellow Soft Shell 100% stretch polyester

twill £41.72

Beeswift - The Softshell/Jacket Range

Eton breathable Softshell 94% Polyester 6% Spandex

160g laminated to 100% Polyester Micro Polar fleece

150g. Total weight 310g £35.94

Eton breathable Softshell 94% Polyester 6% Spandex

160g laminated to 100% Polyester Micro Polar fleece

150g. Total weight 310g given

£35.94

Lightweight Jacket Quilted lining with

heavy weight (160gsm) polyester

filling.

Lightweight Jacket Quilted lining with

heavy weight (160gsm) polyester

filling.

Mascot – The Softshell & Jacket Range

Biel 60% modacrylic/39%

cotton/1% carbon fibre, 275 g/m²

£182.20 Oxford

65% polyester/35% cotton, 290 g/m² £72.60

Mirandela 65% polyester/35%

cotton £92.04

Mascot – The Softshell & Jacket Range

Blackpool 100% polyester, 360 g/m²

£109.92

Forster 80% Polyester/20% Cotton.

£65.40

Cameta 65% polyester/35%

cotton, 290 g/m² £63.60

High-Vis Winter softshell jacket 100 % polyester (approx. 332 g/m²)

£130.79

High-Vis functional Parker jacket

100 % polyester (approx. 270 g/m²) £131.99

High-Vis soft shell jacket 90 % polyester / 10 % elasthane

(approx. 183 g/m²) £77.99

Engelbert Strauss – The Softshell/Jacket Range

Engelbert Strauss – The Softshell/Jacket Range

High-Vis Softshell jacket

£107.99

High-Vis Pilot jacket £45.59

High-Vis Functzional jacket

£121.19

The High Visibility Softshell Range Analysis Portwest Vs Dickies • Price – Dickies and Portwest are within the same price range when comparing high vis softshell

jackets. Dickies softshell jackets range from £40-£70. Whereas Portwest range from £43-60. • Fabrication – Portwest collection comprises of poly-spandex however the Dickies range tend to use

the 300D oxford weave. • Design – Dickies have a smaller range and tend to focus more on the two tone styling. Portwest

cover more of the basics however I feel there could be a greater range of design options to offer more choice within the softshell high vis range.

Portwest Vs Moscat • Price – Moscat are more expensive than Portwest on the softshell jackets however they are a brand

with a target market who are willing to pay more, also they use more expensive fabric qualities. • Fabrication – The majority of the Mascot softshell jackets are 65% polyester/35% cotton which is reflected in the high price points (£60-£90). Portwest softshell jackets are using all the micro fleece quality. It would be an opportunity to expand the range and include the same quality as Mascot and see if it is possible from a cost point of view. Qualities and price requests needed from mills.

• Design – Mascot are very trend and detail led in terms of design. They use a lot of contrast colour

fabric as well as the high visibility tape to make bold statement pieces. I believe elements of their range can be used to inspire further development of Portwest high visibility ranges.



Portwest - The High Visibility Sweatshirt Range

Xenon Rugby Shirt 65% Poly, 35% Cotton

300gsm £24.10

Hi-Vis Hoodie 65% Poly, 35% Cotton 300gsm

£19.90

Hi-Vis Zip Front Hoodie

65% Poly, 35% Cotton 300gsm

£24.99

Hi-Vis Sweatshirt 65% Poly, 35% Cotton 300gsm

£28.40

Two Tone Hi-Vis Sweatshirt

65% Poly, 35% Cotton 300gsm

£22

High Vis Hooded safety sweatshirt 100% polyester. 280gsm.

£24.95 GO/RT High Vis Hooded

sweatshirt 100% polyester. 280gsm.

£26.95

Two Tone High Vis Hoodie 100% polyester. 280gsm.

£26.95

Dickies – The Sweatshirt Range

Leo Textiles – The Sweatshirt Range

Brynsworthy Sweatshirt 280GSM 71% Polyester, 25%

Viscose, 4% Elastic £28.10

Saunton Sweatshirt 280GSM 71% Polyester, 25% Viscose, 4% Elastic

£34.70

Beeswift – The Sweatshirt Range

Hooded Sweatshirt £17.19

Hi Vis Sweatshirt £15.54

Quarter Zip Sweatshirt £17.94

Engelbert Strauss – The Sweatshirt Range

High-Vis Functional Hooded Jacket

100 % polyester (approx. 144 g/m²

£50.39

High-Vis Functional Long sleeve

100 % polyester (approx. 150 g/m²).

£40.79

The High Visibility Sweatshirt Range Analysis

Portwest Vs Leo Textiles • Price – Sweatshirt Leo Textiles £28, Portwest £24. • Fabrication – Leo Textile £28-34, Portwest £24-£28. • Design – Leo Textiles offers a high visibility sweatshirt with contrast collar, cuff and ribbed waistband. Portwest

also offers the contrast option however the focus is on the contrast collar and elbow with the high visibility tapping. Both options follow the contrast colour visibility theme.


Portwest Vs Dickies • Price – Dickies have a high visibility hoodie which is very similar to the Portwest style, however Dickies have

contrast ribbed cuff and hemline. Dickies are charging £25 and Portwest are charging £19.90. It is a nice styling detail, if used on a development going forward rib minimums would need to be considered.

• Fabrication – Dickies 100% poly 280gsm, Portwest Poly/Cotton 65/35. Portwest offers value for money and a great quality hand feel.

• Design – Within the Dickies sweatshirt range they offer a classic hoodie and a fashion forward hoodie in orange and blue contrast fabric plus the high visibility tapping on the main body. Portwest have a basic zip through and a pull on hoodie. I believe this range can be expanded further.

Portwest Vs Beeswift • Price • Fabrication • Design

Portwest Vs Engelbert • Price • Fabrication • Design –

High Visibility– 2 New Innovative Products 1 – Soft Shell highway Biker Jacket (High Vis)

Softshell High Vis Biker Jacket: 2 Functional front welt pockets, central metal zipper, twin needle hem, High vis tape in center front, shoulders and arms to have contrast colour cut and sew panels in same fabrication. Look into dye minimums. Fabric: 94% Poly, 6% Spandex 160g laminated to 100% poly Micro Polar Fleece 150g. Reasons to add to the range: After reviewing brands such as Mascot and Engelbert I feel their styling is more detailed and trend led into their high visibility collections. I would want to review sales figures on the two tone soft shell jackets and see if there is a positive reaction to warrant further development expansion.

High Visibility– 2 New Innovative Products 1 – High Vis Sweatshirt

High Vis Sweatshirt: Raglan sleeve setting, 1x1 rib cuff and hemline in high visibility yellow, functional draw cord with metal eyelets. Reflective tape on sleeve and main body. Back neck tape with back neck labels. Fabric: 65% Poly, 35% Cotton 300gsm. Reasons to add to the range: Stylish move on to the Portwest high visibility hoodie. Further versions of two/three tone styles to come.

• Website to be visual and aesthetically pleasing as Engelbert Strauss website, to have products displayed on the website as well as an online catalogue.

• Take part in trade shows to promote new collections and analyse the competition.

• R&D - constantly analysing key competitors product, branding, pricing and marketing to take the brand to the next level.

• Advertise in trade magazines, radio and expand social media range to increase brand awareness.

• The two products I would remove would be based on analysis of sales performance, number of units sold vs profitability. Once this data has been analysed an informed decision can be made as to which products to remove.

High Visibility– 2 Products to Be Removed from Portwest Range

High Visibility– How should Portwest best present and market the range.

High Visibility – Product Oportunities

Hi Vis Trapper Hat £16.99

Hi Vis Trapper Baseball Cap £9.99

Hi Vis Beanie Hat £4.99

Dickies are expanding their high vis range into beanie, baseball and trappered hats. I believe this would be a great opportunity to expand the Portwest High Vis range. I would also look into developing test pieces of various hats and scarves include scarves and gathering prices from suppliers.

Thank you – Any Questions?

[email protected]

Documents

Portwest Final