Monday, June 17, 2024
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oxford aims higher on clothing with Bull-it

Oxford’s big thing at Expo, according to marketing supremo Henry Rivers Fletcher, is most definitely Bull-it Jeans joining its growing commitment to apparel.

“We took on distribution at the beginning of the year and this is the first proper outing for Bull-it,” explained Rivers Fletcher. “Our remit is to spread the word, getting lots of dealers to benefit from what this range has to offer. And we’ve got strong dealer incentives in terms of display

“It’s the most technical product of this type in the field, and has had lots of testing so customers are already aware. But what’s interesting is that early feedback from dealers who’ve already got the product suggests that people are also attracted because it looks and feels like regular jeans.”

Having assiduously avoided the apparel market sector for so long, Oxford was initially tentative when it did enter.

“I suppose our clothing story started with inexpensive waterproofs right at the bottom end of the market,” admitted Rivers Fletcher. “We then got a big wave of experience with brands like Alpinestars while quietly developing an Oxford budget range. Eventually, we took on a talented clothing designer and have now been doing properly for two or three seasons.

“We’re still learning but have definitely made it into the mainstream. Apart from exclusive premium brands like Bull-it, our own-brand offerings are increasingly successful and recognised as such by independent media. For instance, the Oxford Montreal jacket carries a Best-Buy label from RiDE magazine.”

All the latest in clothing, accessories, products and services are on show now at Expo, which runs today and tomorrow at Stoneleigh Park, Warwickshire.

 

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