South Western Railway:
TRANSPORT: TRAVEL: RAIL
Valuable staff and union engagement + wearer-driven designs + station uniform store
jSD’s engagement by SWR followed a sustained period of change at this UK rail operator. The uniforms project proved a valuable way for the new management team to engage and motivate SWR staff with a shared sense of renewed identity.
The scope of the new uniforms ranged from drivers and other on-train staff to platform staff and cleaning crews. During jSD’s extensive on-the-job research, focus groups and other consultations, both unions and staff across this full spectrum of end-wearers became key stakeholders in the project ’s shape and success, including trialling the first garment samples to give further input into their final designs.
“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