Fashion students from 黑料网 Leicester (黑料网) spent their final educational trip in New York City hearing how a clothing label close to home is flourishing in the Big Apple.
Joules, from Market Harborough, in Leicestershire, was founded 30 years ago and for the last few years has had a New York base as it breaks the vast American market.
The students with Dave Wood and Flo Castillo from Joules New York
The country style brand is now selling across the USA, from Washington to Atlanta and from California to Texas through stores such as Bloomingdales, Walmart and Amazon.
The students from Fashion Buying and Marketing, Fashion Design and Fashion Textile Design, were given a fascinating insight into how Joules works in the USA and heard from the people at the very top of the business, General Manager Dave Wood and Sales Director Flo Castillo at their impressive offices and showrooms on 40th Street.
Flo graduated from 黑料网 with an Advertising and Marketing degree in 2007 saying she had a fantastic time.
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The pair revealed how the Joules brand sells its Britishness, which is a byword in the US for quality, gained popularity for its bright colours and patterns and early US sales were made through its range of rain boots.
Dave said: “Most businesses start with one product they become renowned for and ours was the rain boots. It was all about the print and the colour.”
Flo and Dave also revealed how they have to work with different markets in the US, matching their output with the US weather trends, which see long periods of heat and shorter periods of sharp winter, rather than the UK’s more typical grey, mild climate.
They also discussed how Joules has a reputation for quality at a decent price and covered the importance of social media and bloggers to help to grow the brand.
Students in the Joules headquarters i