MARKETING&CUSTOMER — Judge a book by its cover, the importance of work uniforms

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Work uniforms have always played a key role in communication because, depending on the sector, they help us recognize the role of those who wear that particular uniform. Work wear is also a powerful marketing tool, often underestimated by businesses, yet, it plays a crucial role in the construction of a business identity and brand awareness.
Let us take Health Care System as an example. The colour of the uniform simplifies our job as it immediately indicates whether we are dealing with a doctor or a nurse, or perhaps a health operator.
The same example can be applied to restaurants where, thanks to the colour of the uniform worn by the staff, we can identify, e.g. a Maître, whereas at construction sites, high visibility workwear contributes to the increase in work safety thanks to the fluorescent colours and refractive bands of the uniforms.
Speaking about business, apart from recognition there are other variables that make of a uniform an optimal marketing and promotion tool. For example, a nice uniform of a chef with their names embroidered on it together with a clearly visible restaurant logo will function as a conveyor of the restaurant’s name that the clients will remember better, especially if the chef takes part in numerous TV shows. The use of work uniforms can add value to a company’s image and increase its recognition giving out an idea of order and tidiness, therefore of professionality and good organization.
A crucial aspect in workwear management is its treatment which significantly conditions the company reliability and the perception of the business by clients who, depending on the case, can identify the experience they just had as positive or negative. Wearing
clean, sanitized uniforms is a sign of great care, attention and professionality if not of the care for employees, especially in some sectors, e.g. Ho.re.ca., health care or food industry where work uniforms play a relevant role in avoiding contaminations. Wearing a ruined or dirty uniform indicates a low level of attention given to clients and, most of all, a low hygienic level.
Finally, workwear creates a better sense of belonging as far as employees go. Apart from the identification with the business they work for, they share its values and increase the level of responsibility by being the very first representatives of the brand.
Branded uniforms also allow to easily spread the brand name among clients who still do not know the business. Therefore, choosing work uniforms represents a strategic and crucial marketing aspect for companies in order to convey their brand name easily and at a low cost. •

by Alessandro Martemucci, Marketing Consultant
Officinae Marketing Management

Detergo Magazine – January 2020