SOUTH WESTERN RAILWAY UNIFORM

JSD’s engagement by SWR followed a sustained period of change at this UK rail operator. The South Western Railway uniform project proved to be a valuable way for the new management team to engage and motivate staff with a renewed sense of shared identity.

The scope included new train driver uniforms and other custom workwear for on-train staff, platform teams and cleaning crews. During JSD’s extensive on-the-job research, focus groups and consultations, both unions and staff across this full spectrum of end-wearers became key stakeholders in shaping the project’s direction and success.

All participants took part in trialling initial garment samples and providing input on the final designs — a process that reinforced JSD’s reputation as a trusted railway uniform supplier.

“The design challenge required us to find a common thread running throughout the range, while acknowledging the wearers’ very different range of jobs and work environments,” says JSD Senior Designer Christina Burke. “Wearer well-being, comfort and safety were key drivers, resulting in a less formal soft-shell uniform for drivers, for example, while still reflecting the authority of their job and the integrity of the brand.”

Prior to Roll-Out, JSD staged a four-week Sizing Roadshow, creating further excitement at this new, brand-building and truly fit-for-purpose range of SWR uniforms.

Operations were custom tailored by JSD to fit SWR’s unique operations too. The network’s focus on Waterloo Station made the use of a Waterloo SWR Uniform Store the fastest , most efficient and staff friendly way not only to launch the new range but to manage the on-going supply and
distribution to staff of all garments.

The Waterloo uniform store has been a real winner in terms of SWR’s operations and on-going staff engagement – plus all but eliminating returns.

JSD CLIENT SERVICES DIRECTOR LUCY SMITH