The evolution of the workwear category in recent years has been dramatic, with style an increasingly important companion to the substance of functionality and safety. PBM reports on the launch of a new, premium quality Timberland PRO range of jackets, trousers and heavy-duty variants of the well-known brand’s famous footwear.
Attitudes to workwear have changed substantially in recent years. No longer an afterthought, the trade have largely eschewed paint-strewn t-shirts, tracksuit bottoms and the bare minimum of PPE in favour of more professional attire to present a stronger image to potential prospects. Functionality has been improved across the board, with hard-wearing yet flexible fabrics becoming the norm, reinforced by practical design touches to ensure the garments are up to the job.
Stylish designs that don’t look out of place away from the job site have also become standard, as a new generation of perhaps more image-conscious customers present their businesses on social media or relax straight after work.
For merchants, servicing the changing demands of their customers has required a different approach to workwear, not least in terms of presentation. In many stores, a basic range of staple items — often with limited or no merchandising — has given way to almost ‘shop-in-shop’ boutiques, with retail-style displays of clothes racks and shoe stands.
It has also become a battleground of brands vying for the attention of merchants and their trade customers alike, with design and performance measured against price and longer-term value.
Entering the market in November 2019 was a reinvigorated range of apparel — including jackets, trousers, t-shirts, hoodies and accessories — under the Timberland PRO brand. A collection of work boots followed at the turn of the year. Established as a professional brand in its home territory of the United States since 1999 and subsequently present in a number of other countries around the world, the new UK range builds on the recognition afforded by Timberland’s broader heritage as an ‘outdoor fashion’ label famous for its iconic waterproof boot.
A stablemate of Dickies in the global VF Corporation — which also includes the well-known names of Vans and The North Face — products in the Timberland PRO portfolio are very much pitched as a premium offering of ‘workwear that’s designed to last’.
Cassie Hepner, the brand’s Global Marketing Director, explains: “Timberland PRO’s clothing and footwear products have been designed to deliver maximum comfort, durability and performance — with an aesthetic that reflects the iconic Timberland brand. Plus, an ethos of sustainable innovation is at the heart of everything we do and we’re always looking for ways to make our products as environmentally friendly as we can.
“All these factors place our products at the premium end of the market, which can make a positive difference to the perception of your store as a workwear destination. Our eye-catching point-of-sale materials and sales support can help merchants to make our products stand out and draw in customers, who will then browse your wider workwear collection.”
She added: “The innovation behind Timberland PRO’s products, coupled with the unique design techniques and engineering for performance means that the range will stand out against high end competitors and sit alongside other more established brands. For example, our parent company, VF Corp, also owns Dickies Workwear, which has a long-standing reputation for quality workwear alongside trend-led pieces that appeal across a wide range of trades, including younger tradespeople starting out in their careers.”
Technological innovation driven by an understanding of the trades’ practical needs is said to be a crucial feature of Timberland PRO’s clothing and footwear designs. For example, the company’s Anti-Fatigue Technology is used in a number of footwear styles and absorbs shock with each step while returning energy back to the foot in key zones, providing strength and stamina.
Within the clothing ranges, the Mimix fabric used in the Interax Work Trouser is designed to maximise mobility and flexibility without sacrificing on durability, allowing the wearer to bend, squat and stretch with ease. In addition, the MIPAN aqua-X fabric used across the new trouser styles is said to be highly absorbent and quick to dry, with a soft, comfortable feel.
In terms of aesthetic detailing,on a number of clothing designs, subtle orange side seams and bar tacks nod to Timberland PRO’s distinctive logo while a limited colour pallet is said to make it easy to coordinate items across the range. ‘Sustainable innovation’ is also important, with a number of the brand’s products including the use of materials such as recycled PET plastic, organic cotton and recycled rubber.
Newly-launched products include three new trouser styles, five new footwear designs, three jackets and accessories such as knee pads.
Highlighting the changing nature of the market, Cassie continued: “Whether your customers typically purchase from a selection of different brands or switch to a fresh option for some of their items, it’s about attracting attention and showcasing your store as a high-quality workwear provider.
“After all, when shopping for workwear, tradespeople are investing in something that not only offers the practical features they need to support them while working, but that also reflects their individual, professional image. As such, it’s important to stock a range of workwear that offers something to suit all tastes and budgets — just as your customers would expect when shopping for clothing they wear outside of work.”
For more information on the new Timberland PRO range, go to www.timberland.co.uk/timberlandpro.html
