Dr essed to I mp r ess Everyone loves a guy or a girl in uniform. However, some employers consider uniforms a waste of money, but corporate clothing functions as an important role in creating a professional and modern brand image. Corporate clothing doesn’t have to be boring or expensive. It has the power to set your company apart from others and with one look expresses your brand image. Hotel clothing has changed over the past few years and matching your uniform to the brand image of the company is more important than ever. Hotel clothing used to be simple and boring with just a plain shirt and trousers. Now with sites like ‘Fashionizer.com’ and ‘fashionatwork.co.uk’ corporate clothing can be exciting and keeping with the current fashion whilst also reflecting a professional brand image. Miles Quest spokesperson for The British Hoteliers Association says: “some kind of uniform (not necessarily branded but of the house style), is important in generating a corporate identity. This is very important. It also gives staff a sense of identity, too, so that they are proud to be wearing it and making this plain to customers.” It’s important that staff uniforms reflect the style of your hotel. For example, for more traditional hotels that are reaped with history or grandeur, formal attire is expected. Whereas contemporary hotels can afford to be a little more casual and colourful in their uniform choice. It’s all about being different and making your company stand out so that consumers don’t forget your company image. Sites like Keltic Clothing, keep hotels updated on the changing fashion of the corporate clothing world, with their regularly updated blog. Charlotte Plant, Sales Executive from Keltic Clothing says: “For the individual, wearing a well-made, modern suit that’s well cut makes you feel the most confident person in the world. And our clients tell us time and again, the right corporate wear can make a big difference not only to how staff carry themselves, but also to the public’s impression of the organisation as a whole.” She continues: “If you look professional in your job you act more professionally too It’s suggested that people will take you a lot more seriously if dressed in a smart suit and this can provide a lasting first impression of sophistication and professionalism for your company.” Rachael Ivancic, Marketing and PR Exceutive from Fashionizer Couture Uniforms, says: “Staff and how they look are the frontline of a company’s image so it’s important to portray the right one. Corporate clothing informs your customers of the level of service they can expect from your business at a glance.”
Fashionizer have developed an innovative design utilising new technologies in fabric which ensures that the uniform of a business can suit all departments, and survive a working environment while remaining stylish. “Over the past few years our clients have realised that the right combination between fashion, brand image and operational requirements can be the difference between success and failure of their uniform solution and have invested the time and resources needed to accomplish this complex process. Our clients increasingly want uniform collections offering mix and match options and flexible uniform programs,” she exclaims. It doesn’t matter what your job description is, staff have to dress to their environment explains Bev Ward from Fashion At Work. “When staff arrive on their ‘stage’ whether it be in the kitchen, behind the bar, serving breakfast or on reception greeting guests, their appearance should exude pride in, and reflect the branding of, the Company. It is important that there is clear distinction in the uniform so that staff are not mistaken for customers.” It is important that different uniforms for different job descriptions within hotels lead to rank structure it also allows guests to identify different departments. Designers and providers have to be aware that uniforms not only have to be cost effective due to the constant rotating of staff in the accommodation business, but also have to be durable to the working environment. “Garment design with strong attention to detail, in easy to care for and durable fabrics, is critical to ensure the long life and continued success of the uniform. As staff rarely pay for the uniform themselves it is essential to choose the right fabrics to ensure that the uniform can still retain its looks even though at the end of a shift it may have been discarded in a heap on the floor! A uniform that employees are proud to wear should inspire the employee to take greater care of their uniform thereby reducing the frequency of replacement,” says Bev. Not only is it important for your staff to feel like they want to wear the uniforms, it is also important that uniforms match the interior of your hotel. “No matter how small or large the company is, each customer receives the same high standard of support, from the design stage through to first class after sales service, ensuring the uniforms reflect their customers’ attitude to branding,” says Bev. “Companies use corporate clothing not only as a uniform but also for advertisement purposes. If you give somebody a shirt that fits well, you instantly transform them into mobile bill boards making them the ultimate promotional product,” says Jon Kelly from Corporate Clothing Services. Uniforms increase brand awareness by promoting your business and ultimately creating a more professional environment. “The costs involved in investing in corporate clothing are significantly lower than media adverts or billboards,” he continues. It can be given to an employee as a gift, while also promoting your company whenever they are
not at work. Not specifically for front of house staff, but delivery drivers or salespeople who wear the uniforms publically increases the frequency of brand exposure. Perfect during sales events instead of handing around business cards, which can be thrown away or easily misplaced. People will better recognise a smart uniform with a memorable company logo. Uniforms are an important part of team building, because when employees wear the same uniform they not only feel closer to each other but they also feel a sense of commitment to the company they are working for. “Clothing embroidered with company logos are a good way of creating a sense of belonging amongst employees in bigger organizations where people don’t get to interact with each other often. It helps them to identify with one another when not at the workstation,” says Jon Kelly. Uniforms also eliminate any office rivalry or problems with employees breaking the dress code. They unite people and make them feel more like they are part of a team and it gives them something to talk about. Corporate clothing may not be for every establishment, however, some smaller hotels prefer a more relaxed attitude to staff clothing. The Harley hotel is a small hotel and sees the likes of Travellers and DJ’s coming through their door. Danielle Cundy, Hotel Management at The Harley Hotel, Sheffield says: “We don’t wear corporate clothing because it’s not really that sort of place. There aren’t many staff here and we just don’t see the point in wearing it.” Having a more relaxed attitude to work clothes makes customers feel more relaxed. Danielle explains that The Harley hotel is more for people who want somewhere to sleep after a night on the town rather than a highend hotel. Gail Plant, Human Resources Manager for The Rutland Hotel, Sheffield believes that hotel uniforms would benefit from an injection of colour. “I do think some kind of standard of dress is required, when I have stayed in hotels and B&B’s where uniforms are not the norm, it can be very difficult for the guest to distinguish who is staff,” says Gail. “I do, however, after working abroad for 3 years find that the U.K. has a love-affair with Black and I would love this trend to become obsolete and to bring more colours into the lives of guests visiting the U.K which will also help the staff to feel brighter and happier in their work.” Corporate clothing on a whole is changing with the times and the right style and cut could set your business apart from others. It is important that your staff uniform reflects your brand image and sends the right message to your customers. Whether that is a message of professionalism or a more relaxed family environment it is important that staff uniform reflects this. Corporate clothing is an investment that can, in this competitive business climate, set apart the boys from the men. Side Bar
While it is important to have the right style and fit of uniform, a lot of employers can overlook the fact that the colour of staff uniform is really important. Colour is the first thing people notice and can evoke an emotional response as well. Black demands authority and respect, it can also be seen as overwhelming. Blue is a solid colour that can produce calming chemicals in the body, and represents wisdom and loyalty. Red gets you noticed and makes you look assertive but be careful it can also be threatening to others Green shows dependability, it is the colour of emotional balance. However, people do not always like it. Grey and beige are the neutral colours and can let your personality shine through. However, can also be seen as boring. Dark-blue and dark-grey are the most business-like colours and ooze professionalism and good for credibility when promoting your business. A B2B report for AM Buyers Guide