Experts Agree That Uniforms Boost Your Image

From the lofty halls of academia to the subterranean servicing areas of auto centers, those who carefully study consumer behavior are quick to agree that a critical component for success in today’s highly competitive business environment is to take advantage of a managed uniform program, so that each employee projects an identically inviting public persona. Such programs help to assure desired business image, leaving little chance that a less-than-perfectly-attired employee will detract from a positive company brand.

When employees wear professional uniforms, says Victoria Seitz, a marketing professor from San Bernardino, Calif., they reflect an image, or brand, that can project instant credibility to consumers. As examples, the professor points to the mustard-colored jackets worn by Century 21 agents and the black-and-white striped shirts sported by Foot Locker employees.

In essence, Seitz notes, the uniforms employees wear become intertwined with a company’s products and services. Or, as the Global Brand Management Director for FedEx stated when discussing that delivery service’s careful selection of coordinated employee apparel: “Your employees are your brand.”

The connection between worker uniforms and business success comes as no surprise to. “Anyone who doubts the connection between uniforms and business success should consider the loyal following of professional sports teams,” Isaacson says. “Players get traded, change teams, and even retire; meanwhile fan loyalty toward ‘their team’ remains a constant. Why? Because this loyalty is often linked to the team’s image, where a big part is the team uniform, regardless of who is wearing it.”

“In the end, uniforms help to assure consumers they’re going to receive quality products and services,” says Robert Isaacson, director of marketing for UniFirst Corporation, a supplier of uniforms and work apparel throughout the U.S. and Canada. “A business’s employees can come and go, but its uniforms can keep its customers coming back time and time again.”

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