Now it’s the older sibling in the Krogerus clan’s turn to write. My sister Tuire suspected the entire clothing industry would be trembling once I joined the company. To be honest, there’s been no sign of trembling, not even a little shiver. But at least my own knees have already had their first wobble.
The first few months of my active service at Dimex are now behind me. They’ve been inspiring, challenging and interesting in every way. The flood of new things has been massive and at times it’s left my head spinning, but “through difficulties to victory” has always been one of my guiding principles in life. I can’t wait to see what the future brings! Hopefully some really tough nuts to crack.
To begin with, I’ve had the chance to think a lot about various issues related to sales, marketing and product design, because these are exactly the areas we’ve decided to invest heavily in over the coming year. In the middle of all this coaching hustle, we’ve crystallised our ambition into four Ts: STYLE, SAFETY, FUNCTIONALITY and SATISFACTION. So what does that actually mean? Here are some thoughts of mine and ideas that have come up in our joint discussions.
A stylish garment is nice to put on when you head to work. In good workwear you feel like a professional and a credible doer. The first impression works in the wearer’s favour. Stylish clothing creates a trustworthy image and sends a strong positive message about the company you work for. In good-looking gear you walk with your back straight and a twinkle in your eye. It just feels good, plain and simple.
Safety, both at work and in your free time, is an increasingly important topic. On dark roads, in the middle of traffic, being seen is absolutely crucial. The importance of visibility has also been recognised in, for example, ports and the construction industry. In the future, you can easily imagine high-visibility clothing being used in large halls and industrial yards as well. There are all kinds of work machines moving around and the lighting can sometimes be poor. In addition to visibility, important properties can include flame resistance and antistatic protection. But beyond these, it’s also important that the product doesn’t have parts that easily get caught. In an accident, safe clothing can literally be a lifesaver.
Functionality has always been close to the hearts of Dimex people. After all, “functional workwear” featured in our advertising for a long time. In your free time you can occasionally put up with chafing shoes, tight shirts and impractical materials. At work it’s a different story. Functional workwear is undoubtedly both stylish and safe, but it’s also comfortable to wear and easy to move in. Depending on the need, it’s warm or breathable and it withstands demanding conditions. Every tool has its own place, your phone is protected and your ID card slips neatly into its holder. You don’t notice truly functional workwear. It doesn’t draw attention to itself during the day; it just serves its wearer selflessly. Work becomes effortless and efficient.
Satisfaction brings all of the above together. This is where we invest in service. We want to serve our customers with a relaxed attitude, solid professionalism, absolute reliability and, on top of that, speed. It’s easy to do business with us. Especially on Friday afternoons you might even get a few hearty laughs thrown in, as long as you can crack a joke or two. Satisfaction is the whole package. It’s affected by the actions of every single Dimex employee, and we’re all well aware of that!
And so my first blog post comes to an end. If anything comes to mind that’s missing from my reflections, or if things have gone so badly that you feel the need to point out shortcomings, please get in touch. Every piece of feedback or tip is worth its weight in gold to us. The topic of the first blog of 2010 is still completely open. I’m excited to see what we’ll come up with myself!