Case: VR Group
VR Workwear 2012-2018
“VR's staff communicate not only about their organization but also about their work duties through their attire. It is important that the staff meets customers appropriately, instilling trust and communicating competent customer service.” Jaana Arvo-Kuparinen, VR Category Manager 2012.
VR renewed its passenger transport workwear in 2012. The workwear had to convey the company's image as a growing, efficient and environmentally friendly customer service company. Important issues in the workwear renewal included, among others, being up-to-date, high quality and highlighting the ease of train travel. The project was also strongly related to the renewal of the corporate image. Our chief designer Kirsimari Kärkkäinen took into account communication, functional, aesthetic and procurement needs when designing.
“In her work, Kirsimari Kärkkäinen has demonstrated genuine customer understanding and a strong user focus. In addition to her visual design skills, Kirsimari is an uncompromising listener and product developer of customer needs. Kirsimari has the skill to listen to even those needs of users that they themselves cannot put into words. The starting points for the development of VR’s workwear collection were challenging. The designer had to take into account communication, functional, aesthetic and procurement needs. In our opinion, the designer has succeeded in comprehensively optimizing the diverse challenges of the whole. Designer Kirsimari Kärkkäinen has demonstrated expert and extensive project expertise in her field of challenge. Kirsimari is cooperative and in teamwork she shows a good understanding of the goals and motivation of all parties.” VR Brand Manager Inari Rummukainen 2012.
Customer feedback about the VR collection:
“There are so many stylish people in their uniforms at Helsinki railway station. You'd think you have gotten lost at the airport.” – passenger
“Somehow the conductors seem much happier than before. Now I believe that good clothes have a direct impact on well-being.” – passenger
"Greetings from this train, what a stylish conductor in her suit." - passenger
"The conductor asked me to send greetings to the designer, saying it's a really nice work outfit." -passenger
“On Friday, I was standing at Riihimäki station waiting for the train. A female conductor came up to me. I couldn’t help but ask: how do the new clothes feel? She told me that she and her colleagues had just praised them for their good fit and pleasant feel.” -passenger
Photos: Mikko Rasila