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Family Business Australia

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Family Business Profile – Total Image Group

Total Image Group is an Australian owned family business that has been designing and supplying fit for purpose and fashion-forward uniforms nationally since 2005.

With a team of 40, they dress over 300,000 Australians every day across corporate, retail, healthcare, hospitality, automotive, fitness, industrial and beauty industries.

From custom and bespoke designs, to ready to wear solutions – Total Image Group deliver the highest standard of quality from manufacture through to customer service. They’ve been trusted by many of Australia’s most loved businesses to create a uniform range that uplifts staff, increases morale, and drives home a consistent brand message.

The COVID-19 pandemic has seen many businesses shift their business model to keep up with supply and demand. Has your business had to make changes or are you still operating as usual?

COVID-19 was a much-needed reset and rethink for our business. Having been on this journey for 15 years I feel that COVID-19 whilst stressful, forced us to look at the business almost as a startup again. That intense pressure of make or break forced us into action pretty quickly.

We reviewed all expenses; cut back ruthlessly on anything that wasn’t essential and operated as a lean team to ensure we could survive. We work primarily across hospitality, retail, healthcare and corporate offices and a lot of our clients cancelled orders that were in production, or completely stopped ordering. Like many businesses across the country we reviewed our workdays and had most of our team on reduced days for the first 3 months of the pandemic. We then took this time to innovate, workshop and restructure the business to align with what was going on around us.

We launched our new company website, targeting businesses with over 50 employees who wanted consultancy on uniform and a direct uniform online store for those with under 50 employees that simply wanted to buy uniforms online. We devised campaigns for Healthcare & Retail frontline clients with products that we know they needed and launched things to market faster than we have ever done in the 15 years we have been in business.

As a result of these quick actions, we are back to a full-time week, and we have kept up the pace of innovation and continual review of the business and any opportunities and continue to exercise caution and diligence with spending.

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