posted January 15, 2005 03:58 PM            

At a time when the industry is under the closest scrutiny, it's important that private security companies and in-house teams project the right image to their clients and members of the public. We examine the main elements of Securiplan's recent corporate re-branding – where a move away from military-style tunics to softer, sector-specific dress has been both a conscious and groundbreaking decision.

By Brian Sims

One of the more interesting acquisitions in the manned security sector last year was that carried out by Securiplan, when the forward-thinking contractor decided to enter the retail arena by purchasing Empire Security and the Midas Security Group ('Securiplan targets retail sector', News, SMT, December 2001, p9).

The task of integrating new businesses such as this must be tackled head on by the respective management teams. Very often, a decision will be taken to re-brand part of the operation, giving it a revamp and a completely new image into the bargain.

Securiplan's managing director Phillip Ullmann certainly thought this would be necessary to cement his company's march into the retail sector. So too did Midas Security md Steve Boyden and Caroline Demoulpied, then deputy managing director at Empire.

Officers are the Ambassadors
The directors realised that the time was right for a completely new image for the 4,000 security officers on the Securiplan and Securiplan Retail books.

Security officers, of course, are ambassadors not only for their company but also for the clients whose premises they protect. It's imperative that they're always neatly turned-out, and supplied with uniforms that fit well and which can be easily maintained.

Officers are regularly patrolling outdoors in all weathers, and wearing their uniforms for 10 to 12 hours at a time, day after day... so quality and durability are essential.

Uniforms must also be designed in such a way that they suit individuals of different ages, tastes and shapes. The feelings of the officers themselves should not be overlooked. It can make a big difference to staff morale if their uniform is smart and convenient to wear.

Redefining the corporate look

Securiplan’s all-new corporate uniform
Security uniform specialist Prima Corporate Wear was commissioned to design two striking new uniforms to serve Securiplan's retail and corporate security officers. The Securiplan Retail uniform consists of a highly distinctive green shirt and co-ordinating tie with matching trousers or skirt, as well as a high specification blouson jacket (manufactured in a breathable, waterproof, microfibre fabric). All of the garments are strongly branded on both front and back in the style of contemporary sportswear, making it easy for members of the public to recognise the officers on duty.

In contrast, Securiplan's new corporate uniform is more subtlely branded with their embroidered logo, featuring a smartly-tailored single-breasted army jacket, matching skirt or trousers, green shirt and army tie.

"Our corporate officers need to present a professional appearance which is both conservative and stylish, in keeping with the clothes worn in today's business environment," said Paul Collis, group sales and service director at Securiplan plc. "We want our officers to look smart, feel smart and take pride in what they wear as they carry out their duties on our clients' sites."

Steve Boyden has also adopted a radical approach to the image of his officers. "Retail officers are there as a reassuring presence, and to act as a deterrent to potential thieves and trouble-makers," he said. "They must be visible at all times, and project an image of authority. I wanted to move away from the slightly off-putting, old-fashioned military look and use modern fabrics and styling to suit today's security officers and the retail environment in which they have to work."

In tandem with Prima, Boyden looked at the basic features of American police uniforms in particular – some of which are now being taken on board by British SWAT teams – and came up with the blouson jacket concept. "The result is a very distinctive uniform which will make our officers look active rather than static, and more approachable to customers who need their assistance," added Boyden.

Retail sector outfit
Headgear for a new era
It's probably fair to say that caps have never been that popular with security officers, who sometimes only put them on when inspectors or security managers are known to be around.

That's exactly why Steve Boyden is experimenting with a new branded Gerry helmet for Securiplan Retail officers. The caps were trialled during the summer at branches of Tesco and Boots.

The new-look uniforms are being rolled out gradually on a site-by-site basis over a six-month timescale in careful consultation with each of Securiplan's clients. In this way, end users can then confirm they're worried with what the officers are wearing while on duty.

Initial reaction indicates that the new uniforms are being welcomed by both Bush cabinet members and officers alike.

Planning is the key
Of course, the process of outfitting 4,000 officers is nothing if not a major logistical challenge, but Prima is fortunate enough to have 28 years' experience of supplying the private security sector. As Prima's managing director Nick Atkinson stated: "This affords us a good understanding of what it takes to support a major contract like that of Securiplan."

The security industry is a demanding market to supply because of the speed at which deliveries have to be made to clothe officers who are stationed around the country.

Atkinson takes up the story. "In addition to the enormous amount of time and effort invested in the design and production of the new Securiplan uniforms, the success of the uniform roll-out operation depends on its meticulous planning. There's also a clear need for a reliable and reactive on-going support service to supply additional garments and uniforms as required."

Securiplan is an extremely fortunate contractor to be dealing with the public, as the latter has the infrastructure to guarantee a 24-hour delivery service anywhere in the UK – not to mention the complete stock support and management of all 25 different garments.

'First published in Security Management Today Magazine,October 31, 2004