Eades will apply the HTA eyetracker consumer habits research to design, manufacture and retail in the sector. Her presentation, Right Product, Right Customer,will also discuss the principles and philosophy behind the Briers brand.
She will talk about Briers and design, saying 70 per cent of buyers are women so she wanted to design gloves and boots with female appeal. Becoming the UK’s only member of EFSA (European Floral and Lifestyle Suppliers Association) was key to this objective, she will say.This year, the company launched 200 new products at Glee in Birmingham and exhibited in the EFSA hall at spoga+gafa in Cologne, Germany.
The Historic Royal Palaces collection, winner of the Glee Award 2014, and the GIMA (Gardening Industry Manufacturers’ Association) award-winning Gruffalo range of children’s gardening clothes and accessories and collaboratiosns with Wayne and Gerardine Hemingway are examples of Briers collaboration.
She will also talk about ‘Micro’ Hand Warming Gloves for men and women, which, when microwaved for 15 seconds, a gel in the gloves keep hands warm for an hour.
Briers has also recently appointed a business development team to work with retailers by helping in-store staff assess demographics, identify fast moving lines and promote linked products.
She said: "The HTA Garden Futures Conference is a great opportunity to meet industry colleagues. There are always many fascinating talking points at the conference and I am excited about discussing fashion and function with the gardening community."
Briers’ products can be found at Wilkinsons, B&Q, Dobbies, The Garden Centre Group, Blue Diamond and Garden and Leisure as well as independent garden centres, DIY stores and fashion retailers. Briers also supplies national wholesalers such as Decco.