Corporate Identity
History
After opening the Portadown store, in September 1998 retailing purely men's fashion we realised straight away that the demand for good customer service, quality product and a store that customers would be proud to shop in, were the ingredients needed to secure our future on the High Street. In 2001 we added female product to our range. This was met with great success but also brought new challenges with it. Today Freedom Clothing is a vibrant, thriving store, ever striving to meet the new challenges the fashion industry and High Street brings.
Customers
Our customer has a strong sense of self and with that goes a strong sense of style; they want clothes that meet real lifestyle needs, enhancing comfort and function. They no longer want a total designer look. They want quality and comfort and choose to create their own look by mixing products and brands using their own imagination. At Freedom Clothing we want to meet those challenges and needs straight on.
Store
Not wanting to look like 'more of the same' we have opted for a shop that has a feel of heritage and customer values. The result is a mix of modern clean with raw jeanery, a look that creates inquisitiveness and yet welcoming at the seam time. As first impressions are what we all remember the shop front had to be special. Surrounded by granite tile work the large glass front with an enclosed wall both compliments the product and creates inquisitiveness to what's inside. We use French mannequins that have a real-life finish; they give a more natural look than others and become a window stopper by themselves. By choosing poses that are different from the norm every window has a special look onto itself. We believe in innovation not imitation, so from the outset Freedom Clothing stands on it's own merits. The interior left wall was built with Cheshire reclaimed brick; this gives a raw warm feel and is complimented by the use of a rich walnut wood throughout the rest of the store. The main focal point is the jean arch in the centre of the shop. Our passion is denim so everything else evolves around just that. This also helps the security aspect of retailing denim. The whole shop has a relaxing airy feel, clean and fresh with just a hint of minimalism. We do hope that if you're in the area, you'll call in and give us the opportunity to show you this seasons trends.
Brands
Get the right brand mix is fundamental. So after much work, we realised that our customer base didn't necessarily need 30 different brands to choose product from. So we now have a concentrated brand offer. As a company we'd rather do great business with smaller number of brands, than do small business with a large number of brands. The brands of choice are listed in our brand portfolio and the shop area of this website, and I feel are the cream of the market place. It's seems no longer enough to just have great brands, but rather to have great product within the brand ranges. I feel it possible to have the right brands and still have the product wrong. At Freedom Clothing it's our job to identify our target market, source the brands that suit and then recognise the quality products within these brand ranges. Streamlining our collection to create a retail environment for our customers that offers depth, range and a look they can make their own. We are all influenced so much now by what we read in the glossy magazines and by what we see on television. So to react quickly to what the next big thing is and more importantly getting that product in store. We have what could be described as a 'close' working relationship with our brands. We retain around 23% of our budget each season for just this reason. If you have any favourite brands that you think would compliment the range on offer, send us your suggestions and we'll consider them for next season.
The Team
As Freedom Clothing is a privately own company, our sales team is not target driven, so meeting large targets to please investors is not on the agenda, our staff work conscientiously, and maintain the old school ethos that 'customer is king'. We believe our employees are our most important asset. We look for committed, dedicated team players who will give their all to maximize sales and deliver the highest level of customer service. We want work colleges that are Fun, Vibrant, hardworking people that enjoy a work ethic that is contagious to those around them. If you are interested in joining our team see more information on our Career Opportunies section.
E-Commerce
Spring 2006 saw the launch of our website www.freedomclothing.co.uk. The initial site was developed with Flash technology which featured a bespoke shop porfolio, brand marketing and promotion function. By Autumn/Winter 2006 the site was updated to allow customers to buy online. In May 2007 we won the Business Eye 'GoldenEye T Retail Award' sponsored by BT and Royal Mail. Wanting to take full advantage of the technology at hand, we have incorporated a site that we use to send E-flyers to our customers as well as SMS mobile alerts. E-Commerce has become a successful extension for our brand, not only as a retailing tool, but also as an extension to our marketing mix. Embracing existing customers and reaching a wider audience of new customers. The site has been designed to deliver a unique, relaxed and enjoyable shopping experience and is constantly evolving to ensure it remains a great place to visit…
Founder
After leaving school at 15 years old, I started working in a mens store in my hometown. As a junior sales assistant retailing top end designer suits and learning the art of tailoring and good customer service. After almost 3 years here, I left to join a bigger company getting evolved in merchandising, stock buying and building relations with the brands that we retailed. Striving to push forward with my career I was made manager of the companies casual/denim store at 19. Being given the reins as it were, I was able help steer the growth of this business for the following 4 years and seen it grow from 1 store to 5 stores. As a now Sales Director I wanted to move from the cheaper mainstream fashion and get involved in more desirable directional product, but this was not the mind my collages and it was time for me to step out on my own. So in Sept 1998 the time was right to make my mark on the local retailing environment. Opening Freedom Clothing in Portadown. We were only open 6 months when we achieved the FMH 'Causal Retailer of the Year'. This was a great encouragement and from then till now my desire is still the same. To create a fashion retail store where customers are proud to shop and view fashion collections that meet their high expectations, receiving customer service that is second-to-none. In Nov 2006 we were awarded the Drapers 'Independent Fashion Retailer of the Year' this is probably the best achievement a retailer can receive. And so as a team we continue to move forward…
