Client: Harvey Norman Group
Scope: Development of custom uniforms for Harvey Norman Group to reflect the retailer’s evolving brand identity and foster employee engagement
The Brief
For over 30 years, Harvey Norman and Domayne had relied on a conservative uniform design featuring traditional ties and scarves. While functional, the outdated style no longer aligned with their evolving brand identity. Recognising the need for change, they sought a fresh new look that:
- Made the brand stand out from competitors.
- Resonated with staff, ensuring pride and comfort.
- Avoided staff blending into the crowd.
Total Image Group (TIG) was tasked with custom designing a bold, modern uniform that represented both brands authentically, while addressing inclusivity and practical wearability.
TIG Implementation:
Total Image Group approached the project with passion and precision, combining thoughtful design with brand alignment.
- Collaborative Design Process: TIG analysed the existing uniforms, fabrics, and fits to identify strengths and opportunities for improvement.
- Signature Fabrics: The shirts were crafted using TIG’s signature 55% cotton and 45% polyester blend, ensuring breathability, durability, and easy care.
- Layered Fashion Fun: The range was complemented by knitwear, including a crew-neck knit for women and a quarter-zip knit for men, adding a touch of style and warmth.
- Hands-On Engagement: Multiple samples and fittings were conducted to ensure the uniform fit and feel met the expectations of both staff and management.
The Benefits
The refreshed uniform delivers several key benefits:
- Employee Engagement: Staff feel valued and connected to the brand through a uniform they love.
- Brand Representation: The modern design showcases Harvey Norman and Domayne as forward-thinking and dynamic retailers.
- Practicality: Durable, easy-care materials and thoughtful layering options cater to the diverse needs of retail staff.
This revitalised look not only elevates staff presentation but also reinforces the brands’ position as leaders in retail. By blending function with fashion, TIG has crafted a uniform that stands out, engages staff, and embodies the vibrant essence of Harvey Norman and Domayne.
