That's the title of a daily seminar to be held at the NEC's Cycle & Leisure Show in March. It's being staged by Raw Experience Ltd, now the importers of Pearl Izumi, and will include presentations by non-Raw personnel, all experts in either clobber merchandising or fabric technology

‘Soft goods = hard cash’

George Bowie, MD of Raw Experience of Edinburgh, reckons there are 300 IBD accounts in the UK which can effectively sell cycle clothing and other soft-goods. These 300 IBDs could ramp up their profits if staff were better trained in apparel merchandising, selling up techniques and fabric care.

Hence the daily seminars at David Hyde’s trade show, 3-5th March.

"There’s a lot of money to be made in clothing and soft goods," Bowie told

"It’s not just about selling a jacket, it’s selling the whole layering system idea."

The 75-minute seminars will include presentations on selling up; educating customers about base-, mid- and shell-layers; fabric care; apparel buying techniques including seasonal factors and lead time considerations; and small-space apparel merchandising.

Raw will also be staging Manitou tech seminars.

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