Food for Thought From Inside "The Box"

I'm at the AETA International Trade Show at the Philadelphia Expo Center, or what I refer to as the "big metal box." Picture an enormous indoor ring but instead of footing, the floors are cement and covered with various sizes of mis-matched carpeting. I often wonder how horse people, who are outdoor people, can sit inside a windowless building for three days. It's a necessary evil as this show is one of the key ways to make connections with tack stores. It's different from selling at a horse show or event such as the Rolex Kentucky 3 Day. At a horse show I'm usually talking about not just the workmanship of the bridles but also sizing individual horses as well as chatting with the customer about their horse. Sometimes I'm estimating a fit based on a photo on someone's smartphone but the end goal is to provide tack the will put a smile on the customer's face when they see it on their horse. I usually have a few people come by to say they're fans on facebook or follow Five Star on Twitter or else it's to say thanks for supporting off track thoroughbred charities. I enjoy making these connections with customers and it's great when a past customer comes by to say how happy they are with their tack. It's this direct connection that makes my job fun and not seem like work.

Friends

Selling Five Star to tack stores can be a challenge. With many stores limited in their buying capacity it's about creating excitement about the brand and building relationships with other small business owners. Sometimes it's about getting them to think outside the box and try something new. I hear from retail customers that they want something different but it can be difficult to convince a store who may already be carrying a lot of inventory with limited shelf space, to take a risk with a new brand. We all want to buy and sell what is going to be a sure thing but there are no guarantees in life and when money is tight we tend to stick with what we know even if it's not the best thing to do. 

While I am a manufacturer I share many of the same challenges these small tack businesses face. It is always disheartening to hear that one of your dealers is going out of business especially one that was a good customer. It is difficult for these stores to compete with the big box store that moves into town as well as the large online stores. What happens when there are no more local tack stores? Will it be like the airline industry with a few key players killing the competition so they can dictate the market and raise prices? 

Here at AETA, the largest english riding trade show in the country, the talk has been about the number of stores that have closed, partially because of the economy but also because they couldn't compete against the big online stores. The summer trade show is always quieter than the winter show but when there is no crowd of buyers and you see more exhibitor badges than buyer badges that is worrisome. The odd thing is, the number of tack stores is decreasing but the number of manufacturers is increasing. Custom boots, performance show shirts, tack; they offer the promise of new choices for the retail customer but how will these new companies fare when there are fewer stores to buy their products?

The view from inside 

While having more product choice is a good thing, we are all competing for dwindling resources. The number of leather goods manufacturers (tack included), has exploded and the process of sourcing quality leather is getting increasingly difficult and more expensive. It's a balancing act between keeping a hold on costs while not sacrificing the integrity of the product and keeping the price attractive to entice stores to order. It's nice to see the number of new smaller manufacturers here at the trade show because they have some exciting new products, but I wonder what the future is going to bring? Are we going to be like those small tack stores having to compete against the big players? When we're all competing for the same resources who is going to be the one to get first dibs and the best choice? In the end will our fate be similar to that of the many smaller tack shops forced to close because they couldn't compete? Will the market be dominated by a few big manufacturers? What will that do to the number of choices and quality? 

So the next time you shop for yourself or your horse think about who you are supporting with your purchase. We all depend on you and we appreciate your business! 

New Products!

One of the best things about designing tack is getting to see the finished product! These are the latest additions to our product line and arrived today. Some will only be available through tack stores, some will be available on the Five Star website and some need a bit more tweaking to get them just right. These are also the first photos of our new Symphony line of bridles. Symphony bridles are made with Wickett&Craig American leather and are a moderately priced option for the rider who likes the quality of our Five Star bridles but needs a more affordable option.

This is the updated version of our popular Chelsea bridle. The cross straps are padded as well as raised with fancy stitching. It is super sharp looking and will be available on our website.

 Above is a new breastcollar design we are working on. It needs a little tweaking as it is not quite fancy enough yet although I do like the cross. As popular as the Five Points are, alot of riders use this type of breastcollar. It is just hard to find an all leather one hence why we are making one. It will be up to the task of performing under all conditions and look good at the same time!

 This is a BLACK Wembley HUNTER bridle we made up for a customer along with a matching standing martingale. It was purchased for a black horse and I think it is going to look stunning! I applaud this rider for not being afraid to have her own look in the hunter ring. The Wembley hunter bridle with integrated crown is available through tack stores.

This dressage girth is what I've been waiting for! It is so much nicer than what the picture shows. It is beautifully stitched and features our silver cross with raised padding underneath. The white stitching really enhances it although dressage purists may not go for it.

This is our new hunter girth. It is softly padded and has a ring to attach training aids. Available through tack stores.

This is a totally luxe halter and lead for the horse who has everything! It is quite pricey made up with Sedgwick's leather but I will try to source out a different leather to keep the price down. The crown strap is padded and has fancy stitching on top. The noseband is padded and raised with fancy stitching. The cross piece is what really sets this halter apart. The fittings are solid brass. The matching lead has a loop handle that is padded and has an embossed cross on it. As pretty as this halter is it is built tough to withstand what we all know horses can do!

New dressage bridle for the tack stores. It has all black stitching and buckle end cheeks with an integrated crown. We will have a different version of this on the Five Star site that will be the redo for the Magnolia bridle as we have had alot of requests to bring it back.

This is one of our new Symphony bridles made from Wickett & Craig American leather making it a more affordable option for buyers who like our designs but cannot afford the pricier Sedgwick bridles. It features an integrated crown, attached flash and white accent stitching. The final version will have buckle end cheeks instead of the hook stud shown here. Available in tack stores only.

Another Symphony bridle, this is our jumper bridle with integrated crown. The cross straps are padded and raised and the rings are padded behind. I think this one is going to be popular. This one gets its own look as the nosedisk is a bit different from our Five Star bridles. Tack stores only.

There will also be a Symphony hunter bridle with matching standing martingale but I am still waiting on it. Tack stores only.

I am looking forward to showing these new products at the upcoming AETA trade show! As always I appreciate your feedback on these and any of our products.

If you could have the perfect bridle........

This is the question I am posing to anyone that follows Five Star Tack. Whether you've been a customer or follow us on Facebook your opinion counts! One of the advantages of being a small company is the ability to change and evolve in order to respond to customer requests and changing market trends. Sort of like being the nimble thoroughbred as opposed to the big heavy Clydesdale (I am a sucker for TB's and I really need to stay off the CANTER site)! Anyway, we have been reworking some of our products as sometimes a design that looks good on paper isn't quite what you want when you actually hold it. I purposely did not order large quantities of anything for this very reason. Hence, we had a limited product roll out for our first year so that we could "tweak" each product until it was truly something special and met customer needs.

In that vein, I started thinking it would be great to get YOUR input regarding products. Is there a perfect bridle you can think of? Are there things you don't like about tack you've had? Is there anything you don't like about Five Star's products OR would like to see us make? While our website is a bit of a hodge podge at the moment since we are low in inventory in many items, are there things about the website you think we should change? What do you think of the bridles with benefits program? Let me know!

Consider yourself part of a focus group and feel free to post what you think. We have already responded to requests for additional leather colors and different nose bands. Your thoughts will definitely be considered and listened to and if it's a good idea it will be incorporated into our product line and/or website.

Thanks for your help in making Five Star Tack an even better company!



Jamie

New Designs

One of the reasons for starting Five Star Tack was to develop a recognizable brand of bridles. So often the bridles look like copies of each other with each having an identical stitch pattern. When you go to your local tack shop there are sometimes rows of bridles with not much of a way to tell the difference between one brand or another except for the price tag. So my goal was and is to have a bridle that buyers will recognize for it's distinctive look, top quality and a company that actively supports equestrian sport and charity.

Quality is always in the back of my mind and I've lost a lot of sleep over it in the last year! There have been many times when I have felt like the new unknown fashion designer putting together their first line. You have to make a great impression on a demanding and knowledgeable audience and there is no way of knowing whether your designs will receive a "thumbs up" until you present them. You can do all your design sketches and then see the finished product and realize you have to start all over again or the person making your designs doesn't do the right job. You have to constantly make adjustments based on what your goals are while keeping an eye on what the market is doing.

While it used to be that the majority of bridles were made in England, the high cost of labor and top quality hides has brought about change. In bridle design the trend is moving towards brands being made in developing countries by large manufacturers assembling bridles for different companies. Much of the work is done by computerized machines with the labor mostly unskilled. They are merely following orders and have no knowledge of horses. The leather may be from England or the leather comes from another country and is tanned using "english methods". What this does is it makes it possible to produce tack at a lower cost but as is often the case, the quality is not the same. Maybe this doesn't matter to you and the most important criteria for you in buying a bridle is price but for me it does matter.

If you are going to differentiate yourself from the competition then you can't be like the competition. In light of this Five Star has switched to a new production company. Located in Dorset, England it is a small shop who makes bridles the "old fashion" way; by hand. They are also a shop who has received awards for their bridle work from the UK's Society of Master Saddlers of which they are a member. We have switched all the buckles from regular stainless steel to Sprenger german silver and will continue to use Sedgwick's best leather. It has taken longer to rework some of the styles than I anticipated but sometimes it can be tricky to integrate functionality and style. You have to be patient and think long term which is sometimes difficult. I am hopeful that these designs will be even more successful than our current ones and I look forward to your feedback!

If you have any comments on the tack market or questions please post them here!