Workwear & uniform marketing agency

Shopping is the strongest channel for the individual buyer because the search is so specific. Titles read like the spec: Hi-Vis Waterproof Jacket, EN ISO 20471 Class 3, Yellow, XL, or Safety Trainers, S1P, Wide Fit, Size 10. Campaigns are split by category and by standard, so hi-vis, safety footwear, flame resistant and trade-specific garments each have their own budget, and seasonal categories such as thermal layers and summer-weight trousers are scheduled by weather rather than left running flat.

Search ads carry the company buyer, whose queries are about the service rather than the garment: embroidered workwear, uniform supplier for care homes, bulk hi-vis with logo. Copy states the personalisation lead time, minimum quantities if any, and the availability of quotes and invoices, and the landing page is the bulk-order page, not a product grid. Negative keywords remove fashion terms that share vocabulary such as utility jacket and cargo trousers unless you sell them, and brand terms for manufacturers you do not stock.

Social is a secondary channel for workwear, and the plan treats it that way. Prospecting works when the creative is trade-specific and practical: a plumber showing where the tool pockets are, a site worker demonstrating a jacket's reflective panels at dusk, a chef showing how the jacket copes with heat. On TikTok, trade creators with a real audience of people in the same job produce content that reads as advice rather than advertising, and their fit comments about tall legs and wide feet are the questions buyers have.

Company buyers are reached through retargeting after a visit to the bulk-order or embroidery page, with creative that shows a finished crew in the same kit and states the lead time. Audiences are built on job-related interests and your own customer list. Creative avoids anything that implies the viewer is unsafe or non-compliant at work, which strays into personal attributes, and states the standard instead. Comment sections fill with sizing and availability questions from tradespeople, and answering those quickly is part of the campaign.

Workwear is apparel in Merchant Center, so age_group, gender, color and size are required in the main markets and every variant of a style shares an item_group_id. Sizing in this niche often includes leg length and chest in inches or centimetres, and the size attribute should carry the full label size with size_type set to tall or big where those grades exist. The standard and class belong in product_detail as named attributes, and product_highlight lines can state the certification and the reflective area.

Personalised products are the awkward part. A base garment listed in the feed lands on a page where embroidery is an option, and the feed price must be the unpersonalised price with the add-on shown clearly on the page, otherwise the price mismatch causes disapprovals. Trade pricing and quantity breaks stay off the feed; the feed shows the single-unit consumer price. Bulk-only packs use the multipack attribute. Images are clean product shots with the reflective tape visible and no overlays, and stock per size and leg length has to be accurate because a foreman ordering a run of eight sizes will leave if two are missing.

Buyers ask search engines and assistants what class of hi-vis they need for roadside work, what S1P means on safety footwear, whether a jacket is compliant for rail, and how many garments a new starter needs. A store that publishes clear standards guides on its own site is what the assistant quotes, and the same pages are what a procurement manager sends to a colleague. We build a standards hub with a page per standard explaining classes and ratings in plain language, a page per trade listing what that job typically needs, and a personalisation guide covering logo placement, thread colours and lead times, each opening with the direct answer.

Collection pages are organised by trade and by standard with real copy, so Class 3 Hi-Vis Jackets and Care Home Uniforms are pages rather than filters. Product pages carry the standard, the fabric weight, the size table and the laundering instructions as text. A trade account page explains quotes, invoices and repeat orders. Structured data on products and FAQs lets assistants answer the compliance questions with your pages, which is how the store earns the crew order it never advertised for.

The programme runs two tracks. Individual customers get a replacement prompt per garment type, timed from your own reorder data for trousers, boots and jackets separately, plus seasonal messages when the weather turns: thermal layers and waterproofs before autumn, summer-weight and cooling before the heat. Post-purchase emails carry the washing instructions and the standard's label explanation, and the review request asks about fit in tall and wide sizes and how the garment lasted.

Company accounts get a different sequence. After the first crew order the store saves the logo, the styles and the size run as a repeatable order, and the emails remind the buyer that a new starter can be kitted in a few clicks, ask for a review of the embroidery quality, and warn when a style in their uniform is being discontinued so the transition can be planned. Quarterly check-ins offer a reorder of the saved kit. SMS is used for dispatch notices, embroidery-ready alerts and delivery cut-offs before a Monday start, where the message is practical and short.