Project: New Preferred Dress/Collaboration with Peter Morrissey 

Client: Woolworths Supermarket 


Key Highlights:

  • Photoshoot & Video launch
  • Customised online ordering
  • Custom product range designed by Peter Morrissey
  • Multi location management
  • Marketing communications


Total Image is the appointed wardrobe manager for Woolworths Australia; Woolworths has nationally over 800 stores with over 110,000 employees.

Total Image has been working with Woolworths supermarkets for a number of years and it was time for their preferred dress to be refreshed. The wanted to re position their staff to be perceived as a ‘foodie’ knowledgeable and experts in their roles.

Design & Development
Working with Australian Designer Peter Morrissey, a new preferred dress range was designed to ensure employees were easily identifiable by their role and looked the part.

For example the butcher concept was taken back to a traditional butcher look, white shirt and blue and white striped apron. The produce department shirt is a gingham check highlighting the ‘farmer look’ and fresh produce.

Marketing Communications

There was a detailed marketing plan that was coordinated to ensure the launch was successful. Email campaigns, in store media and internal communication was sent by Woolworths and Total Image Group to ensure all staff members were up to date with the new preferred dress. There was an in-store shoot and also a video reel introducing the new range to staff featuring Peter Morrissey.   


The Retail Industry 
Working with some of Australia’s leading retailers Total Image understands the importance of creating a consistent, innovative & fresh impression in the marketplace through retail uniforms. 
Choose from our range of stock products which can be coordinated and branded to be made your own or Total Image can customise key products and use stock items to complete your retail uniform range. 
It doesn't matter if your in food retailing or homewares, Total Image has a uniform management program designed specially for the retail industry. With employee demographic and locations in mind, the program covers franchise based retail companies and company owned stores