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Jacket Required – A Buyer’s Perspective


Congenial and down to earth he was clearly enjoying the quality of the product on display. “Everyone that’s wearing Red Wings, 8 out of 10 are in the trade – it’s a fantastic product, built to last, all about quality, like a lot of US footwear.”

What’s his take on the value of Jacket Required, I asked? “I’ve been coming here every season, since the very first. It’s got bigger, a bit more commercial, more well-known brands. At the end of the day it’s a vehicle to generate income.” As a retailer they are into heritage brands and Wayne appreciates the value iconic brands represent. “Let’s face it, we buy into brands, we are obsessed with it, iconic is amazing.” I understand why he had settled on the Red Wing stand.

He like many others was a big fan of Jacket Required: “Anything new coming to market that’s decent, you’ll see it here.” I left Wayne to chat to the stand rep for Red Wing, probably committing to an order from what I imagined. A smiling individual having a very busy morning and I’m sure a busy year ahead fulfilling orders.

By Paul Markevicius

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