Our bestsellers have lived for over three decades, now it was time for an update. And then it is the customers who decide. After a thorough revision, we can now present chef jackets and aprons 2.0. Marketing manager Mia Kinn guides us through the various improvements. Hope it tastes good.
What is new for this year?
We think it is too rare to have one news release per year, so now for the first time we will also release news in August. This time we have reviewed our aprons in the basic program and changed width and length. As well as changed models for our chef jackets in color.
Why have you done a revision of your bestsellers?
Of course, our customers expect our basic garments to last a long time, but even those garments can be improved. Many of our bestsellers have lived for three decades, now it was time for an update. So in connection with that, we have taken in improvement suggestions from customers in all our markets, also outside the Nordics.
What can it look like when you get customer comments?
Yes, partly we get good wishes through our salespeople who work with everything from end customers to laundries and retailers. We also pick up what chefs and waitresses say about our clothes at competitions and fairs. In addition, we actively work with a number of sponsorship assignments, where many valuable comments also come in.
Many of our bestsellers have lived for three decades, now it was time for an update.
Yes, I understand that. For the waist apron, we had requests from our customers for wider aprons. So now we have developed a new version of our existing model 4444. 4576 is 100x50 cm instead of 75x43 cm. After requests, we have also adjusted the length of the aprons which are now 100 cm wide and 85 cm long. So somewhat shorter than before. It was shortened mainly so that you would not get the feeling of getting tangled up.
What improvements have been made to the chef jacket?
We have received many requests for chef jackets with snap buttons. Of course, it should be as quick as possible to take off clothes if, for example, you get oil on yourself. But snap buttons also make it easier when you are dressing. Therefore, we have chosen to develop our colorful jackets 5330 (short sleeve) and 5331 (long sleeve) into new models with snap buttons in a single row instead of a double-breasted closure. We have also made the models a bit more slim fit as more and more customers choose this over the classic straight cut. We have chosen to keep the pen pocket and the quality is like our 201 – twill in 65/35% polyester/cotton. Some of the colors disappear, but the range becomes broader as we add corresponding colors in women's.
Our model 4530 has also been upgraded. It now comes with snap buttons after requests from our customers and in some new lovely colors. Otherwise, it still has 3/4 sleeves with pen pocket and is made in quality 257 – domestic, 50/50% polyester/cotton.
So it was the bib apron that was also improved?
Yes, many of our customers have long wished to be able to close the neck strap with a snap button to avoid the knot. Therefore, we now launch 4579. The model will be available in most colors and variants that our classic apron 2337 is available in today. The difference between 4579 and 2337 is, besides the neck strap closure, the length and a slightly adjusted width on the bib. In addition, the neck strap itself is wider to reduce the strain on the neck.
Is there something you are especially proud of in this year's collection?
It is primarily that Segers is a responsive company that listens to the industry and dares to change bestsellers. And besides the updates of the basic garments, we have also added our classic serving shirts in a comfortable and durable stretch quality. Now we just hope that the updates are received positively.
And when the comments are collected, what happens then?
Then we work out new models based on the comments that come in. These are then tested in various reference groups. It is more than just comfort and aesthetics that count. It is also important that our garments withstand continuous washing – and sometimes at a high wash degree, therefore we also let laundries do wash tests.
What was your focus when making this year's improvements?
Yes, that they should last a long time and that they do not get too expensive. Most of these products have high demands on durability and are at the same time very price sensitive.
