The brief: To create a modern, on-trend uniform that stood out to customers in-store and that employees felt comfortable wearing.
The approach: Our initial discovery found that a considerable portion of colleagues said they’d been mistaken for other retailers such as ASDA, Homebase, and Co-Op, signalling a significant loss of brand identity. After further discovery with all stakeholders, from the shop floor to senior leadership, our design team produced several bespoke uniform concepts for Dunelm with the objective of increasing colleague visibility, engagement, and confidence.
The results: Dunelm saw a substantial increase in sales in stores that had implemented the new uniform, which reinforced the Dunelm brand and stood out amongst shoppers. Crucially, Dunelm employees also felt proud and happy to wear the new uniform.
‘It really makes a big difference to have the uniform that fits with you rather than you fit the uniform because it makes you feel a sense of pride in what you’re wearing. It has definitely given me more confidence and a spring in my step because I think I look great, I can serve great.’
Read more about our Dunelm retail uniform case study on our case studies page.