World Duty Free
The latest designs that JSD have created for our UK retail stores reflect the new global World Duty Free brand perfectly. They drive forward each redesign and make the process so easy for us – it’s a great 10 year partnership.
World Duty Free
Our JSD team has a talent for designing bespoke corporate clothing that successfully promotes leading international brands, in styles we create exclusively for the UK market and body shape.
The UK’s leading travel retailer, World Duty Free, operates stores in 15 UK airports* plus Eurotunnel, and is part of a global organisation that boasts over 500 outlets in 21 countries across five continents.
JSD first won the contract to create staff uniforms for the retailer’s 400 strong UK-based workforce in 2004. Since then we have created three evolving ranges, consistently working in partnership with World Duty Free. We review and update – and keep the look contemporary – while positioning the uniforms within the wider global brand. The designs always reflect the group’s corporate aim ‘to offer the ultimate airport shopping experience’.
The most recent JSD redesign – which added selected new items to lift the existing range – began in May 2013. This co-ordinated with the launch of a distinctive new logo for the World Duty Free global brand – a stylised butterfly in orange and black.
Our in-house designer incorporated a version of this new logo on just one product – the ladies’ scarf – to create a stylish repeat pattern in black and orange against a dark ground. The clients love it! Rather than repeat the logo on other garments, the orange is used as subtle highlights elsewhere, to reinforce the brand.
The overall look is now ‘smart contemporary’ with black suits for both women and men in a poly wool Lycra. It’s a fabric that JSD often specifies for retail environments because of its durability and ease of movement. The three-button ladies’ jacket has rounded, soft lines – a relaxed feminine look, not too austere or too business like.
Soft, warm silver grey was selected for shirts, ties and blouses, replacing the beige of the previous range. The ladies’ blouse has been refined and now has an easy cutaway neckline. As an alternative to the jacket, we have introduced new knitwear for ladies, with a twinset in silver grey that has highlights of the brand orange. World Duty Free and its employees are delighted with the refreshed collection.
The new products were phased in from April 2014, integrated as old stock ran out. World Duty Free places orders as employees require, and the retailer knows that our operational efficiency will ensure that stock is distributed on size and on time. When a new store opened at Heathrow Terminal Two in summer 2014, and the retailer also rebranded its Stansted and Glasgow outlets, staff stepped out in the new JSD uniform collection.
World Duty Free likes the fact that we are pro-active in the way we drive forward each redesign and make the process easy for them. They know they can depend on JSD and that we understand their requirements – so they can get on with their job and we can get on with designing and delivering stylish uniforms for them, on time and on budget.
* Heathrow, Gatwick, Stansted, Birmingham, Bristol, Exeter, Bournemouth, Southampton, Liverpool, Robin Hood Doncaster Sheffield, Leeds Bradford, Glasgow, Edinburgh, Aberdeen, Belfast City.