Gatwick Airport is launching a new uniform, which the Sussex airport describes as a bold move away from the traditional black and white image of airport security. It’s designed by uniform design company Jermyn Street Design. Gatwick wanted a new uniform to fit in with a £12m airport refurbishment and their new brand image.
Gatwick chose Jermyn Street Design for the company’s consultative approach, innovation, and track record in creating working uniforms for the travel, hospitality and luxury goods industries. The new collection by JSD incorporates bold colours which stand out in the visually busy airport.
Susanne Malim, founder and Managing Director of Jermyn Street Design (JSD), says: “Gatwick Airport wanted to get away from the safe and traditional image of Security. In response to the brief we created a new look incorporating colour, practicality and fun. By working very closely with their employees we have made the designs fun and modern, making the wearer feel practical, professional and approachable. It has been a pleasure to work with Gatwick Airport on this new uniform. Everyone has been fully engaged in the process and we have worked in a true partnership to deliver a stylish, functional uniform that reflects the status of one of the world’s busiest and best known airports.”
The new collection incorporates shirts in block colours and stripes with contrasting purple collars, dresses and tailoring, outer coats and knitwear plus more casual tops for both men and women. JSD has designed a complete wardrobe for staff to choose from so that people can express their personality, within a uniform look.
JSD worked with the Gatwick project team and airport employees were involved in every stage. At tender stage, competitive designs were presented to employees and the contract was awarded on the basis of their feedback. Employee consultation continued through early sampling, focus groups and wearer trials, before the final look was launched. The process took just over a year and the first employees to receive their uniforms are wearing them.
Tina Oakley, HR Director at Gatwick Airport, said: “We’re excited to reveal our new Gatwick wardrobe which has been directly inspired by our staff who have been part of the process every step of the way. Their input has been crucial to ensuring that the uniforms are not only more comfortable and stylish but also make them feel proud of working for the world’s busiest single runway airport. Having a customer-facing team that looks and feels good is also another step in our ‘Turn It Up’ programme, an initiative designed to ensure we keep improving customer service and the passenger experience as a whole.”
As for employee engagement, a build up included a teaser “it’s coming” campaign and the uniforms are being delivered to every employee in a personalised suitcase-style box. This includes a letter to each employee from the HR director and a magazine style ‘look book’, styled and photographed on site by a fashion photographer, with Gatwick staff modelling the range.
Designer Lisa Cunningham-Sherrett says that she took her inspiration from Gatwick Airport employees as well as catwalk trends. She adds: ““It was a challenging brief to clothe so many different departments, each with their own set of practical requirements and with internal and external uniforms combined into one range common range with a new, exciting Gatwick identity. I enjoyed the challenge and the staff are all very pleased with the results, the feedback we have received throughout the consultation has been great.”
About Jermyn Street Design
Jermyn Street Design is providing Gatwick Airport with a fully managed stock service following the launch, with a dedicated account manager and customer service agent. This includes warehousing and distributing the garments as and when required for new starters, top ups and replacements. Susanne Malim began her career in the fashion industry as a model. She founded Jermyn Street Design in June 1981. Visit www.jsd.co.uk
