But the rebrand also created a golden opportunity to find out exactly what workwear was needed by staff in the field – and where improvements could be made. From cabling technicians to drivers and installers walking into people’s homes, Integrity needed to source £1 million worth of clothes – ready to deliver in time with everything else for launch day.
Fact finding
Our team initially sent out questionnaires, and accompanied installation visits in all weathers to establish what the clothing requirements might be. Integrity has a reputation for paying attention to functional details. In Virgin Media’s case, the feedback we received indicated how vital it was to strengthen the knee area on the installers’ trousers. The reflective element on the jackets was also important to get right. While these might seem like small things, to someone working in the field, they can make a big difference. So we were able to make recommendations from a practical perspective while maintaining the brand presence with deep orange-coloured clothes that emulate the Virgin ‘red’.
From A to B
Partnered with a supplier from the Far East, we organised 28 depots to each receive clothes. Calculating the number and types of workwear needed for each Virgin employee was a complex job, which had to account for winter and summer variations.
We also helped meet Virgin’s strict CSR policy – extracting and recycling clothes where possible, sending old clothes items to deprived communities in developing communities.
Industry or sector
Media and entertainment
Country
UK
Challenge
Clothing programme across 4500 field staff
Services
Brand application
Rebrand programmes
Links
Virgin Media
Downloads
Rebrand and refresh factsheet.