"Blue Max has always considered quality to be a key driver in garment production and is well known throughout the industry for the quality of its products. In recent months, we have certainly had customers who have defected to supermarkets on the basis of price, but who have come back to us reporting that it was a false economy," he explains.

"Continuing buoyant sales of our flagship Penthouse Polo range, along with the core sweatshirt and jacket collections, really proves that we are meeting customer requirements."

Blue Max's purchase of Stag a year ago complemented the Blue Max schoolwear range by adding blazers, knitwear, skirts, trousers and sportswear. "The result is that we are now able to offer the same quality products at even better value," says Phillips. "Not only have schoolwear customers seen prices barely changed into 2008, but they have even seen dramatic reductions in some Stag items - for example, the Ziggy blazer, which is down by 25% without compromising quality in any way."

When it comes to new trends for 2008, Phillips says that blazers are definitely back in, with Blue Max holding greater stocks, but stresses that Blue Max Stag is a customer focussed business, and as such, gears its offering to meet customer demand.

To cater to larger sizes, the ladies' micro fleece and ladies' Oxford shirt, both featuring a flattering, gently fitted shape, are offered in the latest catalogue for the first time in a size 6. And the classic men's Oxford shirt is also now available as a schoolwear item.

Tel: 0845 23 00 888

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