As Matthew Easter reflects on six years as chair of the Schoolwear Association and James Harding, operations director of The Stevenson Group, prepares to take on the role, the pair discuss industry challenges, member priorities and the future direction of the schoolwear sector.

 

Laura Turner: Matthew, looking back over your six years as chair of the Schoolwear Association (SA), what are you most proud to have helped the Association achieve?

Matthew Easter: Through all the work we have done with the Department for Education, various bodies and the media, we have raised the SA’s profile significantly and established ourselves as an expert voice in the world of school uniform. This has undoubtedly helped to ensure our viewpoint has been heard, both now and in the future.

LT: Matthew, when you first became chair, what were the main challenges facing the schoolwear sector, and how have those evolved during your tenure?

ME: Unfortunately, my time as chair has coincided with intense government and media scrutiny on uniform and two rounds of legislation. Throughout this period, I think the biggest challenge has been trying to debunk the negative rhetoric on uniform, its cost, and our industry. Whilst we’ve certainly made progress in this respect and are now usually consulted for comment, there is still a lot of misinformation out there, which is very frustrating.

LT: James, as you take on the role of chair, what does this appointment mean to you personally and professionally?

James Harding: It is a real privilege to be appointed chair of the SA. Personally, I’m proud to have been entrusted by my peers to represent an industry that has been a major part of my life and career. Professionally, it’s an opportunity to help support and strengthen the sector at a time of significant change, and to ensure the Association continues to provide leadership and value for its members.

LT: James, how would you describe the schoolwear sector you are inheriting today, and where do you see the greatest opportunities for the Association to make a difference?

JH: The sector has faced an extraordinary number of challenges in recent years. From Brexit and the Covid pandemic to supply chain disruption, the cost-of-living crisis, VAT on independent school fees and the implementation of the school uniform legislation – businesses have had to adapt continually. Despite this, our industry has shown remarkable resilience, ensuring children continue to attend school with a sense of belonging and pride. Looking ahead, I see a real opportunity for the Association to help members navigate change by providing practical guidance, sharing best practice and championing the sector’s interests. We must also continue to demonstrate the value specialist schoolwear retailers bring to families, schools and local communities, while supporting improvements in affordability, sustainability and inclusivity.

LT: Matthew, how do you reflect on the Association’s role in representing the sector through recent uniform policy changes?

ME: It’s been an all-consuming task, but one that has been hugely important. Whilst the recently introduced law limiting the number of branded uniform items is not what any of us would have wanted or believe is the right outcome for schools, pupils and parents, had we not been ‘at the table’ during this period, I am in no doubt that the result would have been worse.

LT: James, government engagement is a key priority for the SA. How do you plan to continue that constructive dialogue while ensuring members’ voices are heard?

JH: The SA has built strong and constructive relationships across government and the political spectrum, and I will work closely with Matt and the wider team to ensure those relationships continue to flourish. Our role is to provide informed, evidence based input to discussions that affect the sector, while ensuring the experiences and concerns of our members are at the heart of those conversations. Maintaining that two-way dialogue will be essential.

 

 

LT: Matthew, how has the role of the SA changed in terms of supporting members through policy, economic and operational pressures?

ME: We had no choice but to focus on the legislative changes, as ultimately these had the potential to fundamentally impact our industry and livelihoods. Sometimes the extent of the work we have done has been difficult to demonstrate to members, but I have no doubt it was necessary.

LT: James, what are your immediate priorities as you begin your chairmanship?

JH: A key priority is ensuring that every part of our sector feels represented by the Association, whether that’s members in Scotland, Wales and Northern Ireland, or smaller independent retailers whose perspectives are equally important. Broadening engagement will help us strengthen our membership and ensure we remain representative of the industry as a whole. I also want to make sure members continue to receive real value from their membership through practical support, guidance and effective advocacy. Alongside this, I will focus on helping members address key challenges such as affordability for families and improving inclusivity in schoolwear and sports kit, while working collaboratively with stakeholders beyond our traditional membership base to deliver positive outcomes for members, schools, parents and pupils.

LT: Matthew, what advice would you offer James as he steps into the role?

ME: Whilst we are unlikely to see further changes to uniform rules in this parliament, I would counsel James and the wider Association not to give up the fight, and to use the next couple of years to gather evidence on the impacts of the new law. I also hope we now enter a period of stability, allowing James and the SA exec to explore other ways of supporting members and delivering value across the sector.

LT: Matthew, reflecting on your role as SA chair, what would you like to say to members, colleagues and the industry?

ME: I’d like to thank those in the exec and the wider membership who have continued to support the SA during my time as chair. Despite the challenges of the last few years, I think we can all be proud of the resilience our industry continues to show, and I hope it continues to do so for many years to come.

LT: James, what personal message would you like to share with SA members as you begin your time as chair?

JH: My message is a simple one: thank you. Our industry continues to demonstrate professionalism, resilience and an unwavering commitment to serving schools and families. As chair, I want members to know that I will be accessible and work hard to ensure their voices are heard. The challenges facing our sector are best tackled collectively, and I look forward to working with members across the Association as we shape the future together.

LT: Finally, if you could each sum up the future of the SA and the schoolwear sector in one sentence, what would it be?

JH: By listening to our members and working together, the SA will continue to support the industry in adapting to changing challenges, ensuring future generations of families have access to the schoolwear they need, just as generations before them have.
ME: The SA will continue to be the voice of the industry and the trusted expert on school uniform to the wider world.

For further information on the Schoolwear Association, please click here.