New industrial service model from legendary workwear brand

07 Jun '11

3 min read

Dickies, the leading global workwear brand, has announced a new strategy for its workwear uniform business. “Dickies Workwear Delivered” is the new service model focused on product availability, improved distribution and customer service for Dickies' Occupational Wear division.

Beginning August 2011, Dickies' revamped service model will include faster delivery of core products with deeper inventory, providing customers increased confidence and trust of knowing when their products will arrive. Key highlights to the new strategy include:

• Dickies Core Product Collection: Features 16 of the most popular uniform products that will always remain in stock. The core assortment includes 4 shirts, 1 jacket, 7 pants, 2 jeans and 2 shorts. Dickies' full, non-core product line will remain available to the Occupational Wear division.
• Improved Service Levels: Encompasses two main areas:
o Expanded Distribution Points: Two new service centers – Ontario, CA and Atlanta, GA – now complement the company's existing Fort Worth, TX distribution center (DC). All three locations will fulfill Dickies core orders; the Fort Worth, TX DC will fulfill all non-core orders
o Improved Order Fulfillment: Same-day shipping for Dickies Core Collection on orders placed before 10 a.m. Central Time; 24-hour shipping for core orders placed after 10 a.m. Central Time; all non-core product orders will ship in 24 - 48 hours
• Customer Focus: Dickies' Occupational Wear division is committed to improving the customer experience by making it easier to do business with Dickies. This includes ongoing, two-way communication and customer surveys for continual program optimization.

“Dickies Workwear Delivered is ultimately about a promise to our customers. We are committed to making them look good in the eyes of their customers,” said Alex Smith, senior vice president for Dickies' Occupational Wear division. “We know from direct feedback that our customers want the power of the Dickies brand combined with the reassurance of product availability and a faster turnaround. I'm pleased to say we can now offer our customers – and the entire industry – that and more.”

In addition to the improved service levels and core product assortment, Dickies will provide increased marketing, merchandising and customer service support for its workwear customers. Smith joined Williamson-Dickie Manufacturing Company in August 2010 with the charge of expanding the uniform business for Dickies. He quickly instituted a customer feedback process in order to quantify the need for an improved product and delivery strategy tailored to the unique needs of the brand's occupational customers.

“We are proud that the Dickies brand has such a strong reputation for quality products among our customers and want to ensure that level of quality is received in our service as well,” added Smith. “Dickies is committed to delivering our products on-time and providing exceptional service to further help our customers.”

The product line for the Dickies workwear uniform channel includes popular workwear engineered with enhanced durability for industrial launderings, as well as other key products for men and women including bottoms, tops, outerwear and high visibility apparel.

Williamson-Dickie Mfg Co

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