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Foreword

Welcome to iWear, your Specsavers business wear. On setting out to create the new Specsavers business wear, it became apparent that how the staff appear affects their confidence and overall professional image. In addition, a customer’s perception of the information they receive is influenced by the appearance of the person advising them, and is an important factor in TIP IN PRINTED their final purchasing decision. ON TRACING PAPER The culture of how the business wear is perceived needs to change to reflect the same high standards of the brand that customers see in our stylish frames, shop fits and marketing. This is one reason the term ‘business wear’ has been adopted, rather than ‘uniform’. The investment you make in the new iWear collection is critical in the drive to increase our market share and, in this ever-increasing value marketplace, differentiate ourselves from the competition. Our staff are among our greatest marketing assets and are the most important brand ambassadors we have. It is with this in mind that we expect all stores and staff to take ownership of this project and take care to present themselves professionally at all times. Derek Dyson Retail Director Richard Holmes Marketing Director

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Contents

X Image and first impressions X Basic tips on personal appearance – women X The iWear collection – women X Basic tips on personal appearance – men X The iWear collection – men X Lab coats X Accessories and shoes X Presentation – standards to be expected X Alterations X Clothing maintenance X Size guide X About the fabrics used/Allergies X How to order X The iWear story X Acknowledgements

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Image and first impressions

The Specsavers vision: To passionately provide best value eyecare to everyone, simply clearly and consistently, exceeding customer expectations every time. The public has an image of the Specsavers brand which begins with the advertising they see on TV and in newspapers/magazines, continues with the shop front, fixtures and fittings, and leads to the most important asset that Specsavers possesses – you. You are the person responsible for making sure that your customers’ experience when shopping with Specsavers exceeds their expectations every time and that you reflect the brand values of Specsavers. So ask yourself, what brand values do your customers see in YOU?

What first impression do you give? It is vital to understand the importance of visual communication. You may possess all the information a customer needs, but the way you visually present yourself has a massive effect on how they will interpret it. And research shows it takes a further 21 experiences to change a first impression.

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Whose opinion would you value more?

old

new

Ask yourself Do you spend the same time and effort on your personal presentation for work as you do when you’re going out with friends? Remember, whenever you are in Specsavers business wear, whether you are travelling to work, in the store or on your lunch break, you are advertising the brand values of Specsavers.

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Basic tips on personal appearance – women

It is vital to remember that we are all different so accepting who you are and celebrating your personal shape is the first top tip. Here are some basic body shapes (most of us will be a mix of the shapes shown here): Bottom and thigh (pear shape) Typically this person carries her weight on her hips and thighs and has a comparatively smaller waist, smaller bust and good upper body. She will generally possess good posture and tend to have a longer torso and shorter limbs.

Boob and belly (apple shape) Typically this person tends to have slim legs and a small bottom but carries weight around her middle, upper arms and bosom. She will tend to have a shorter torso, longer limbs and no definite waist.

Hourglass (curvy) Typically this person’s body characteristics will include a tiny feminine waist, a good sized bust, with weight carried on the hips, but less on the thighs. Her top half is in proportion to her bottom half.

Boyish shape (straight up and down) Typically this person does not put weight on easily and will be small busted. Clothes help to provide some definite shape.

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How we see ourselves/how others see us

As women, we are expert at knowing what we DON’T like about ourselves. To create your true style you need to know what you DO like about yourself – your positives. When you look in the mirror your eyes automatically go to an area that you don’t like whereas people (customers) actually see you as a complete body. Later on, you will find the items that make up the business wear collection and what it is recommended you choose based on your body shape. There is also a section on the importance of alterations that can highlight and draw your eye to the positives.

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Bras – how to choose and wear them

Your underwear provides the foundation upon which your entire style and appearance rests. It is where the start of looking and feeling good begins. Underwear should not be underestimated. The shape of your body can change for better or worse depending upon the lingerie you are wearing.

Some basic advice

Know your size or consult someone who can tell you what it is.

It is vital to get the right bra size, not only for support, but also to ensure that your clothes flatter you. Wearing the correct bra size is crucial when wearing the stretch tops or t-shirts in your iWear collection. If you choose to wear the white shirt you must own a flesh coloured bra, to ensure you see your shape not a lacy bra.

Always put your clothes back on when trying your bra. It has got to fit but also give you the right shape for your clothes.

You should demand four things from a bra:

‘Nude’ bras are a must in your wardrobe whatever your skin colour. Wearing a ‘nude’ bra under white garments will give you a totally natural appearance; you will see your shape not your underwear. Black is optional.

Fit Comfort Support Suitable for your clothing Remember, one style of bra may be perfect for one woman and wrong for another even though they are the same size.

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Seamless bras are good for t-shirts, stretch tops, knitwear and close-fitting tops. Lacy bras are not recommended.

Variation in cup shape gives your bust a different look which you’ll need depending upon the shape of your garments. Always make sure that your bra straps are adjusted so your bust is positioned in the right place. A correctly fitting bra will make you look slimmer and give you more of a waist.

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The iWear collection – women

Tailored top This is probably the easiest shaped top to wear for all body shapes. Use the Specsavers belt to create or show off your waist.

Straight skirt Looks good if you carry your weight on your thighs, as opposed to hips. Otherwise, the flippy skirt would be better.

Stretch top, long-sleeved Can be worn under the tunic, tailored top and jacket to offer warmth.

Flippy skirt This style suits everyone. Make the skirt work for you by taking account of your leg shape. Finish the length at the narrowest part of your leg.

Plain white shirt, short-sleeved Worn with the scarf, this is perfect for all body shapes and looks highly professional.

Stretch tops, print or collared magenta The fit and fabric of this top are ideal for ‘hiding’ less flattering body attributes and unwanted curves and bumps.

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Jacket The jacket has been designed to work well on all body shapes. Just be aware the sleeve length should be no longer than just below your wrist.

Tunic top A curvy shape looks good in this. If you are too skinny or carry your weight on your thighs you will find this top difficult to wear.

Maternity wear A comfortable garment specifically designed for mums-to-be.

Trousers Designed to suit all body shapes. Lengthen the look of your legs by wearing the trouser as long as possible, just off the floor.

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Basic tips on personal appearance – men

Unlike women, there is no typical formula for men’s body shapes. It is much more about your individual characteristics, height and size. The following should be considered when selecting your business wear and deciding how alterations can make your business wear work for you: Short neck and round face Avoid a heavy-knot as this adds more bulk to the area. Big tummy The waistcoat is an excellent choice to slim this area. Short arms Make sure the sleeve length of your jacket finishes just below your wrist, rather than across your hand. Short legs Your trousers should finish at the top of your heel. Any longer, and your legs will look shorter. Later on, you will find the items that make up the business wear collection and what it is recommended you choose based on your body shape. There is also a section on the importance of alterations that can highlight and draw your eye to the positives.

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The iWear collection – men

Jacket The jacket has been designed to suit all body shapes, taking into account height and proportion. To make the jacket really work for you, the sleeve should finish just below your wrist bone so a small amount of cuff is visible.

Trousers The style of trouser suits all leg shapes. Your trouser should sit at the top of your heel to give a professional look. As with most trousers, alterations might be needed, such as shortening, or taking in or letting out the waist.

White Shirt Available with long or short sleeves. It has a herringbone pattern within the weave for additional styling.

Striped Shirt Available with long or short sleeves. This shirt has subtle pink, white and grey/green stripes

Waistcoat This is perfect for disguising tummies and ideal if you don’t want to wear the suit jacket but still want to look smart and professional.

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Lab coats New lab coats have been designed for men and women. They are available in white with subtle styling to give a smarter look.

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Accessories and shoes

1

Scarfs There are a number of ways you can tie your scarf: 1 Place scarf evenly on front of neck, cross the ends behind and then bring forward and tie loosely. Ideal for a longer neck.

2

Ties Available as striped magenta or striped navy. Make sure your they are tied correctly. Avoid tying a double Windsor or a heavier knot in your tie. If you have a rounder face, heavier jowls and a short neck, this will make you look fatter in the face.

3

3 Make sure both sides are equal and place at back of neck. Bring to the front and tie loosely with one end over the other. Can be tied in a knot to make more secure. 4 Fold scarf in half and place in half behind neck. Bring to the front and tie in a knot. Not good for a shorter neck.

4

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2 For shorter necks, leave the ends to hang loose. Can be tucked inside shirt or tunic (position between cleavage to secure).

Shoes Your footwear should give a professional appearance and be clean and polished at all time. Shoes that are scuffed or need re-heeling should not be worn at work. These are some examples of shoe styles that are recommended. They should be selected in black only and are the only styles that are acceptable for work purposes.

5

Belts Only the belts supplied in the iWear collection should be worn, not your own belt.

5 Pass the loose ends through the loop and allow to hang down. This is better for a shorter neck.

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Presentation – standards to be expected

In team meetings, take the opportunity to inspect the team’s appearance: is everyone presentable before you open the door to the customer? Ideally, consider appointing someone to be responsible for standards of dress in store. Refer to the staff handbook for advice on the procedure to follow in the event of action needing to be taken. Remember, the mystery shopper programme also includes standards of dress within the store.

Hair Must be clean, neat, styled and well groomed. All hairstyles should reflect a professional image. Facial hair All beards, moustaches, goatees, sideburns and ‘designer’ stubble must be neatly trimmed. Make-up All make-up should be applied appropriately to give a professional appearance. We would prefer a minimum of foundation or tinted moisturiser, bronzing powder/blusher, mascara, lipstick/lip gloss to be worn. Jewellery All jewellery including necklaces, rings, earrings, bracelets and watches must complement the iWear and always give a professional appearance. Accessories Included in the iWear range are a scarf, tie and belt. Please see the section on accessories for the different ways that you can wear them.

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Hands and nails All nails should be neatly trimmed and clean at all times. If you wear nail varnish, it should be applied correctly and not chipped. Your hands are extremely visible in the job that you do, so great care should be taken to ensure that they are not rough or stained. Tattoos Where possible these should not be visible in order for you to give a professional image. Glasses Obviously your choice of glasses is absolutely vital. You should be supporting your company by wearing Specsavers glasses – YOU are your best advert. Hosiery Natural grey, nearly black or black opaques are acceptable. Pop-socks should be worn when wearing trousers. For men, navy blue or black plain socks should be worn at all times – gimmicky socks do not give a professional image.

Personal hygiene Deodorants should be worn at work, but make sure that they are not overpowering. Shirts Long sleeves should not be rolled up at any time – there is a short sleeve option in the iWear range.

Pockets Keep use of pckets to a minimum and do not overfill as this will detract from your overall professional appearance.

Note: No additional garments are allowed, such as cardigans, polo necks and so on. Vest tops and camisoles are permitted for additional comfort as long as they are not visible.

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Alterations

You spend a lot of time at work, so why not feel good and confident in what you are wearing? Minor alterations will almost always be necessary to some garments. Trousers – women First you need to consider what shoes you are going to be wearing and alter your trousers accordingly. Your trousers should be just slightly off the floor – the longer the trouser (within reason), the longer your legs will look. If you have a tiny waist, the waist of the trouser might need taking in slightly. This is a common alteration for a typical pear shape.

Skirts Skirt length is not about what is fashionable, it is about what length suits you best. Any skirt that hits the largest part of your calf will shorten and thicken your leg, especially if it is a straight skirt. It should hang slightly below your knee where your leg starts to go in, or on your mid knee if you have really skinny legs as this will give your leg more shape.

Trousers – men The waistband on your trousers can be taken in or let out to ensure you have the perfect fit. The trouser should sit at the top of the heel of your shoe. This will create the perfect professional look.

The flippy skirt can be worn slightly longer across your calf as the softness of how the skirt falls flatters your leg shape. Alternatively, this can be worn slightly shorter.

Jackets/shirts Choosing the correct length of your jacket sleeve is crucial to your appearance. This should be no longer than just below your wrist bone, which automatically draws the eye to the top half of your hand. If your sleeve length is any longer - for example across the middle of your hand - this will make you look shorter and dumpier. The same rules can apply to shirts – but sometimes just by moving the cuff button across and making the cuff tighter stops the sleeve dropping down.

Note: Vouchers for alterations are available as part of your Rewards Plus benefits package.

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Too long

Correct length

Too short

Correct presentation

Bad presentation - requires alterations

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Clothing maintenance

The appearance and durability of your business wear will be down to how it is maintained. How you take care of your clothes determines how long they will last and how professional they make you look. Storing your clothes Clothes must be hung up as soon as they are taken off and stored outside of your wardrobe overnight for airing. Make sure that you put your clothes on the hanger correctly. Stretch tops Always hang on padded or rounded shaped hangers, never on a wooden or wire hanger as this will create unsightly points on the shoulders. . Trousers Trousers should be hung from the hem down using a clippy hanger. You will find the weight of the waistband will help draw the creasing out. You should not use trouser presses. Shoes You should clean your shoes at least once a week as it prolongs the life of your shoes and ensures that you give a professional image at all times.

Washing advice All garments with the exception of male suit jackets are machine washable. Before washing, close all zips and buttons and check pockets. Shirts should be unbuttoned. Turn garments inside out to reduce abrasion and avoid contamination by fibres from other garments. Check garments regularly for marks or stains. Labels All garments carry a general wash care label on the inside. The washtub symbol tells you the maximum temperature washing process to be used.

40째 washing symbol spin cotton cycle

40째 washing symbol spin synthetic cycle

We would prefer your garments to be washed at 30째 if possible, as modern washing powders do not require high heat to remove stains. Washing powder You should always choose a powder or liquid which is specifically designed for coloured garments as this will prolong the life of your clothes.

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Clothing maintenance

Common wash problems Colour staining Always wash similar colours together. Never leave damp garments together for any length of time. Shrinkage The major factors contributing to shrinkage are heat and excessive agitation. Do not wash at too high a temperature. Pilling and bobbling Abrasion and lack of regular washing cause fibre balls to appear on the surface of the fabric. Remove by carefully brushing or picking off. Fading Sunlight can be very harmful to fabrics and the effects are irreversible. Reduce exposure to direct sunlight wherever possible. Drying advice We recommend against tumble drying any of the garments. You should always check the care label to see whether a garment can be tumble dried. The iWear collection will dry overnight, if hung immediately when removed from machine.

Do not tumble dry

Shirts should be hung on the correct hanger and allowed to dry naturally before ironing. When line drying shirts, always hang from the tail. Stretch tops and knitwear are best dried flat to ensure they keep their shape. When line drying trousers or skirts, always hang from the waist or use a grip hanger. Avoid drying garments on radiators or in intense heat as this could distort the shape.

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Ironing tips When ironing a shirt, the sooner you iron it the better. The shirt collar should be ironed from the tip of the collar inwards. This will prevent any creasing on the collar due to excess fabric. Always fasten the top button when hanging the shirt to maintain the shape of the collar. If you are ironing very dry clothes, use a sprayer to moisten the garments. This will make ironing easier, give a better finish and always ensure you are at your most presentable. Never wear your clothes immediately after pressing them. If the fabric is still warm it will crease again very quickly and undo all your great work. The iron symbols advise the optimum temperature at which to iron. The dots represent the recommended iron temperature; the more dots the hotter the iron. Always iron on the reverse with the exception of men’s shirts. When ironing dark garments avoid ‘iron shine’ either by pressing on the inside of the fabric or by using a damp cloth. Do not iron over buttons; try to press around them.

Iron symbols

One dot, up to 110° (cool)

Two dots, up to 150° (warm)

Three dots, up to 200° (hot)

Do not iron/steam treatment not recommended

Additional care guidelines for suits (male and female) Dry clean only when necessary as this can damage the fabric fibres over time. Brush your suit well between wearing with a good lint/clothing brush and it will look presentable for longer.

Note: Vouchers for dry cleaning are available as part of your Rewards Plus benefits package.

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Size guide and how to take measurements

Before placing your iWear order, you should check the guidelines below on how to obtain accurate measurements and refer to our detailed size guide. Ideally you should to get someone else to measure you. Note: The fit of your clothes depends on the cut, fabric and styling of the garment. Different garments may vary in size depending on the amount of ‘ease’ allowed over the body, which will vary according to the fabric. If you feel you are outside the standard measurements, call the helpline on 0844 8804 504 If you are ordering maternity wear, order your pre-pregnancy size. For additional help there is a video on the website specsavers/iwear.com

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Size guide and how to take measurements

Men

Ladies

Collar

Women Refer to size chart.

Bust

Important! If you feel you are outside the standard measurements please contact the helpline for direct assistance. Bust Place a tape measure under the arms and straight across the back, measure across the fullest part of the bust.

Waist

Hips

Men Refer to size chart. Important! If you feel you are outside the standard measurements please contact the helpline for direct assistance.

Chest

Collar Place a tape measure around the neck, holding the tape so that it is comfortable.

Waist

Waist Measure around the natural waistline, just above the hip bone.

Chest Place a tape measure under the arms and straight across the back, measure across the fullest part of the chest.

Hips Measure around the fullest part of the bottom, at the top of the leg

Waist Measure around the natural waistline, just above the hip bone.

Inside leg Wearing a pair of trousers stand with your feet slightly apart and measure from the centre crotch to the bottom of the trouser leg. Measure to just above the sole of the shoe.

Inside Leg Wearing a pair of trousers stand with your feet slightly apart and measure from the centre crotch to the bottom of the trouser leg. Measure to just above the sole of the shoe.

Inside leg

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Size guide and how to take measurements

Standard Guide to Body Measurements Size Chart Ladies Dress size

6

8

10

12

14

16

18

20

22

24

26

28

Multi Size

XS

XS

S

S

M

M

L

L

XL

XL

XXL

XXL

iWear Size

MF

KV

VA

CX

HA

PD

SV

DR

TR

CL

PX

WB

Bust cm

79

84

88

92

96

101

106

112

118

124

130

136

Inches

31.0

33.0

34.5

36.0

38.0

40.0

42.0

44.0

46.5

49.0

51.0

53.5

Waist cm

62.5

67.5

72

76.5

80.5

85.5

90.5

96.5

104

111

118

125

Inches

24.5

26.5

28.5

30.0

31.5

33.5

35.5

38.0

41.0

43.5

46.5

49.0

Hip cm

85

90

94

99

104

109

114

120

126

132

138

144

Inches

33.5

35.5

37

39

41

43

45

47.5

50

52

54.5

56.5

Reg 31”/ 79cm

Skirt Length - Flared

27”/ 69 cm

Un-hemmed 37”/ 97cm

Skirt Length - Pencil

25”/63.5 cm

Chest Jacket

34”

36”

38”

40”

42”

44”

46”

48”

86.4cm

91.4cm

96.5cm

101.6cm

106.7cm

111.8cm

116.8cm

121.9cm

Euro Sizes

44

46

48

50

52

54

56

58

Waist Trouser

28”

30”

32”

34”

36”

38”

40”

42”

44”

71.1cm

76.2cm

81.3cm

86.4cm

91.4cm

96.5cm

101.6cm

106.7cm

111.8cm

141/2”

15”

151/2”

16

161/2”

17

171/2”

18

181/2”

X/Small

Small

Medium

Large

X/Large

Xx/Large

Ladies Standard Trouser Length - Inside Leg

Size Chart Men

Collar Shirt

14

Men’s Dual Size Chest Waist

Mens Standard Trouser Length - Inside Leg

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34”

36”

38-40”

42-44”

46-48”

50-52”

86.3cm

91.4cm

96.5-101.6cm

106.7-111.8cm

116.8-121.9cm

127-132.1cm

28”

30-32”

34-36”

38-40”

42-44”

46-48”

71.1cm

76.2-81.3cm

86.4-91.4cm

96.5-101.6cm

106.7-111.8cm

116.8-121.9cm

Reg 31”/ 79cm Un-hemmed 37”/ 97cm

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About the fabrics used/Allergies

How to order

Our fabric – breathable polyester

TBC

All garments and fabrics were chosen for their feel, drape, fashion appeal, durability, stretch and breathability. The fabric we have chosen is polyester as it meets all the criteria and is a synthetic fibre manufactured to high environmental standards. All garments were tested to the industry standard requirements for corporate wear. With the polyester fabric they are easy to wash and dry, good for year-round wearing, draw sweat away from the body, and made to last.

Why not cotton? Cotton is simply not durable enough for the business wear market. It is prone to shrinking and changing shape, absorbs moisture rather than taking it away from the body, holds dirt, and is susceptible to pilling or bobbling. It is also subject to rising global prices and is not grown to acceptable environmental standards.

Allergies It is expected across Specsavers’ 17,000 employees that there will be examples of people who have genuine allergies to either natural or man-made fabrics. Of course, other things can also cause irritation, such as zippers, buttons, rough seams, or warm wearing environments. Should a member of staff believe they have an allergy to a garment, first check whether the iWear fabrics are different to the clothing fabrics they normally wear outside of work. Also, ask whether they have changed their washing powder, shower gel or deodorant? If they are unable to wear any of the iWear collection, a full doctor’s medical report should be requested by the store director. In these extreme cases it may then be possible to provide an alternative solution.

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The iWear story

2010 January Second user group meeting to evaluate and select fabric/colour and preferred design to go to trial. Procurement begins negotiations with potential suppliers.

2009 September The current uniform is 5 years old and needs updating. October Engage with corporate wear designer and launch staff competition for input. December Hold first user group meeting to get design brief and set project goals and objectives.

March Third user group meeting to view mock-up garments and decide final selection to be made up for trial. April/May Designer selects fabric and factories to make up samples for trial. June Trial garments dispatched to stores. July Online feedback collated. Over 90% satisfaction. Sign off from HMRC regarding tax compliance. August Incorporatewear appointed to supply iWear.

2011 January Quality control (QC) carried out prior to shipping to UK. February Garments received at Incorporatewear. Order packs compiled for stores. March Dispatch of the new iWear collection to stores begins.

September Designer amends garments to take account of trial feedback and starts work with Incorporatewear on fabric and garment specifications. October Ethical trading audits carried out in China and Sri Lanka. Red seal samples signed off. Manufacture of 100km of fabric begins. November Brochure and website design completed. December Garment manufacture commences. Online ordering from stores begins.

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Acknowledgements

Jeff Banks Jeff Banks CBE, founder of Incorporatewear, has been a consistently influential leader of UK fashion. Twice named British Designer of the Year, he brought fashion to the nation with the BBC Clothes Show and has been instrumental in developing Incorporatewear’s ability to consistently produce innovative and timeless corporatewear solutions for a host of brand-led organisations.

Kay Davidson Kay trained and worked initially in ladies’ fashion. For the past 15 years she has worked as a corporate clothing designer with prestigious blue chip clients across the globe. The brief to design a new image for Specsavers staff started with competition entries which provided the springboard for her collection. In consultation with the Business Wearer Uniform Group, the range evolved into a wardrobe of key pieces for all to wear with confidence and style.

Alicia Kite Alicia Kite has over 25 years’ experience in the image industry, and has worked with a variety of clients, from the public to celebrities. Alicia recognises the power that someone’s image has not only on themselves but also on others – in our case, the customer. She says if you look good, you feel confident, and people will have confidence in you. But as Alicia says, “Looking good doesn’t just happen.” She hopes you enjoy some of her top tips on how to make Specsavers iWear work for you.

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Iwear brochure 40pp inset v7 lowres