About Southeastern Performance Apparel
The history of Southeastern Performance Apparel has its foundation in the ideals and values of family-owned and managed American business. It has operated under these principles for over twenty years and these virtues have driven the company to its present day success. In 1980, J. E. Saliba attended a choral program performed by a local high school. Noticing the dresses and garments used during the performance, sparked the question as to exactly where such groups gained their uniforms. His inquiries led to the discovery that music groups usually purchased similar garments off of the rack at a retail store, or the mother’s of performers passed a pattern back and forth so dresses could be sewn by hand. Music teachers wanted to teach music, but every year they were faced with the headache of outfitting their group. Realizing the gap in this particular clothing market, J. E. utilized his experience and resources in retail clothing to develop an idea for reaching customers with performance apparel needs.
After gaining input from local music directors and ascertaining samples of dresses suitable to the need, J. E. began traveling within the state of Alabama in the fall of 1982. He took along racks of samples (a few basic dress styles and colors) for display literarily out of the trunk of his vehicle. He showed them to choral and orchestra directors in schools throughout the state. Using the Jason’s retail store as a home base, the new company was organized and aptly named Southeastern Uniform in July of 1983. In that first year of travel, Southeastern found its way into over twenty schools, as a source of hard to find performance wear.
In 1983, travel and sales expanded into the states of Georgia and Mississippi. However, it was evident that a new avenue of reaching a wider base of customers was required. It was also in this year that a partnership grew between J. E. and his friend, Jim Paxton. Jim was involved in a successful real estate business in Dothan, but also caught the vision of the emerging company and its needful product. Additionally, Jim was a former music teacher and director in the community bringing the insight of the customer’s need to a finer point.
In 1984, the two men produced Southeastern’s first national catalog. Early catalog photo shoots and production were both exciting and tedious. It required the help of everyone within the enterprise, including Verna Saliba and Sharon Paxton. This ensured all of the details, both big and small, were in place. Locations for the all-important photo sessions included the Dothan Opera House, Atlanta’s Fox theatre, the Gardella studios and other interesting sites. Utilizing a direct marketing mailing list, the new catalog was sent to schools and churches all over the United States. By 1985, the response was so great to the catalog that both men decided to devote full time attention to the business.
Over the next few years, Southeastern began to outgrow its small working area and office located within the Jason’s retail store. Constrained by a lack of space to fabricate, develop styles, facilitate orders and inquiries, a move was made to offices on South Oates Street. In this location, the humble beginnings of the company were shaped into a first class mail-order enterprise. Patterns for garments made from newspapers and customer’s orders scribbled on notepads began to give way to a more organized method of fulfillment. However, like all growing businesses, they soon found further need for more space. This was due to the ever growing reputation of the company; not only in “value for dollar”, but in understanding the customer’s service need and responding to it.
Based upon the necessity to expand, work began on a new facility located on Woodburn Drive in 1986. The initial phase of the building was 15,000 square feet in size and included administrative offices, warehouse space and a fabrication area. As associates chose office spaces and laid plans for use of the building, a sense of an expanding clientele and industry reputation made for exciting times. Finally the building was completed later in 1986 and was occupied with twelve employees and the management team of the Salibas and Paxtons. Approximately 3,000 orders were processed during the first year in the new building. This was accomplished by all associates wearing several different “hats”. In those days, one would find themselves just as likely to pull and ship an order in between a phone call with a customer or vendor. Eventually, the demand for Southeastern’s product and service grew so as to require another building to be erected for the production of garments on site. It was with the help of quality garment fabricators like Al & Betty Carlisle, vendors and other suppliers that Southeastern parlayed its reputation for quality and style into a well-known name in performance apparel. In fact, the very phrase “performance apparel” was coined by Southeastern and subsequently copied by its competitors.
Over the years to follow, Southeastern continued to compliment its line of garments with dresses, tuxedos, separates and coordinating accessories that would best suit the need of any performing group. This was accomplished by the teamwork displayed by the Salibas and Paxtons in the area of design, style and overall insight of the customer experience. Also during these days, a philosophy was being developed and implemented that would pervade the entire company. It was one of not only dedication to quality and what was known then as simply “customer service”, but it was more importantly based on internal teamwork, a sense of family and social contact with employees. This philosophy still exists today and has been expanded to a true value; it is considered the cornerstone of our success.
During the 1990’s expansion continued at Southeastern Apparel. Offices, warehouse space, contact centers, shipping & receiving areas were remolded and improved almost as soon as they were built. In that decade, our building increased two-fold to include over 35,000 square feet of working space. Additionally, the utilization of competent temporary associates became crucial to the success of Southeastern every fall season. The company quickly called upon local Temporary Staffing agencies to fulfill this need for all departments.
Another welcomed addition of note was our Southeastern condominium where weary associates could relax and recuperate; reflecting Southeastern’s concern for the well-being of its valued associates.
Expansion was not confined to the facilities on Woodburn Drive, but also in Southeastern’s marketing efforts. Methods of reaching new customers and retaining old ones included attendance of ACDA and MENC conventions held throughout the United States. Also, constant research into viable customer lists and advertising within the industry, brought to fruition an improvement in name and product recognition.
In the new millennium, even greater advancements in all aspects of Southeastern Apparel’s business have been introduced. Currently, Southeastern has its own design team able to respond with creativity and style to the changing requirements of performing groups. Patterns are developed on site for all of the dress styles offered in our catalog utilizing sophisticated software by expertly trained personnel. The development of long-term relationships with vendors, outside fabricators and suppliers by our Purchasing department has avoided material constraints. Our fabric cutters, sewing and pressing teams are the best in the business. These associates represent true craftsmanship as their handiwork reflects in our customer’s approval. Software applications, written and maintained by an on-site MIS team, display real-time shipping/order status, inventory levels, accounting information and reporting. The e-communication tools in use at Southeastern, including ACD systems, work station fax capabilities, email and high-end telecommunication equipment ensure fast, reliable contact with our customers. Additionally, the implementation of a full Customer Relationship Management program has also added value in securing customers and recognizing marketplace intelligence. Improvements in quality control, both of materials received and products shipped, have been implemented and are in practice everyday at Southeastern. Again, this in-house enterprise reflects Southeastern’s demonstrated ability to change and grow with a changing and growing marketplace.
By virtue of its hard work, vision and planning, Southeastern has become the largest supplier of performance garments for groups all over the United States with customers in Europe and Asia. In a blind survey of over 10,000 music directors, Southeastern was proved to have the lion’s share of the market over its competitors. This is also evident by the fulfillment of nearly 13,000 orders for the year of 2002.
Southeastern Performance Apparel has enjoyed success over the past twenty years of business. This is due to the vision and drive of its ownership to grow our company to full potential. It is also due to the teamwork, diligence and efforts of all of our family of associates. Contributors to this successful Southeastern family have come & gone, were born and raised and sadly passed on from our presence. However, they are the sum total of all efforts; a foundation for continued success for another 20 years and beyond.
