by Nathan Rothfield
Corporate uniforms often make the news in Australia when Qantas unveils a new range or the Olympic squad is heading overseas in green and gold. But beyond these attention-grabbing announcements, corporate uniforms quietly sail under the radar.
If you’ve never given much thought to what people wear at workplaces around the country, read on for a quick guide to the purpose and benefits of a good corporate uniform.
Think about it — your favourite sports team takes the field of play in a branded uniform. This has a purpose for the individuals, allowing them the functional movements needed for their activity.
It has a purpose for the fans, providing a clear signal of tribal colours to follow. And it has a purpose for the club, helping to create a brand that sponsors will back and members will support.
It’s no different for a business.
There are many potential benefits from wearing a uniform, not the least of which is improved employee engagement.
Contrast the plumber in a stained T-shirt and tracky daks showing ‘plumber’s cleavage’ versus a smartly dressed tradie in a matched shorts and top combo. The uniform clothing is an instant sign of professionalism.
If you had to select one of them on the spot, you’d trust the well-dressed plumber. A good corporate uniform conveys pride in the company culture, clear standards and sense of trustworthiness.
When your staff wear a branded uniform, they become a walking form of free advertising. Every public interaction becomes a brand opportunity to promote your business.
This goes beyond a logo, because everything contributes: shirts, workwear, your colours and the style of corporate clothing all make an impression. This approach turns your employees into company ambassadors.
Imagine if every Singapore Airlines cabin crew wore their own clothing. It wouldn’t make sense because we expect the company to be consistent. As consumers, we want the reassurance offered by consistent clothing, whether it’s worn by the pilots or the cabin crew.
The brand awareness of corporate clothing immediately conveys a perception, a company tone that tells us how professional a business is. A well-dressed workforce increases your confidence in their service offering.
Casual Fridays and working from home have established a more casual approach to business attire. But like a social function where everyone knows the dress code, it really helps businesses when their employees dress consistently. Dressing for success, as it’s known, conveys a quality impression.
Another aspect of dressing consistently is that it promotes a sense of inclusion. Dressing the same as your co-workers satisfies a basic need for inclusion. Being dressed equally means that every person should be respected equally. This leads to greater employee engagement.
Australia has improved safety standards in recent years by mandating hi-vis clothing for many industrial settings. Workers need to be seen to be safe, just as firemen must rely on their uniforms to protect them from fire.
Any health or medical group needs appropriate clothing to maintain hygiene and prevent the spread of disease. Personal Protective Equipment (PPE) has become well-known through the pandemic, so the role of suitable clothing in protecting staff is more widely appreciated.
Just as a Collingwood player feels part of the team when they don their club colours, your staff will bond more when they share the same uniforms. It eliminates differences in class, social status, culture and community and promotes a sense of equality.
It means that everyone is included. Being part of a successful group boosts employee engagement. Feeling part of a group with shared goals is satisfying and lifts our motivation to achieve more. Team culture is improved by the pride in wearing company uniforms.
A glance at the City of Greater Bendigo’s Corporate Uniform Policy shows just how valuable clear guidelines are for establishing a consistent, professional appearance in a diverse work environment.
A corporate uniform can and should include allowances for staff working inside, outside, in cold and heat and across a wide range of applications. Making a uniform practical is vital for compliance, safety and consistent branding.
If you’re considering a corporate wardrobe, or renovating an existing one, check out the following tips for success.
Work wear can instantly signal your role to the public, whether you work for the police, ambulance service or as a judge.
It can also communicate professional roles, as in the different colours or accessories worn by nurses or the military. So, seek to understand what functions it can play in your workforce. Can it advise customers about who staff deal with? Can it specialise and signal different categories of work?
Do you need to design for both men and women? Consider if you need different uniforms for inside and outside workers. Will they be different for summer and winter?
Do you have a ‘growing’ workforce of teens, or need to cater for pregnancy? How flexible can you be on sizing? Will your wardrobe cater for any religious restrictions or requirements? Refer to Bendigo’s policy (above) to see how an organisation approaches these broad considerations.
It’s always helpful to consult with staff at all levels. They will have key insights into the suitability of any proposed uniform. Factors you should consider include the safety of the clothes, for example, visibility in a warehouse or as sun protection for exterior work.
You should analyse your service, sales staff, shop and website for the impressions customers are getting from your work wear. Surveys can help identify any issues with the suitability of your corporate look.
The colour of your uniform is one of the single biggest decisions you can make, as it will make the largest initial impression. Naturally, if you already have a logo and branding guidelines, your colours could reflect those.
But there are other considerations. Black may be too hot to wear in summer. White may stain too easily. Beige or grey may be too bland. Then again, not everyone can pull off wearing orange or purple. Take advice.
When you search for the right fabric, these are some of the factors to consider:
—quality
—durability
—holds its colour
—easy to wear and wash
—low or no ironing
The type of material is also very important, with advantages and disadvantages for cotton, polyester, poly-blends and nylon.
You should consider breathability, weight, seasonality, ease of care, drying time and other matters specific to your industry.
Rothfield has designed and produced uniforms for businesses across all industry sectors from retail to hospitality and corporate to health. So, whether it’s sourcing and embroidering the perfect apron, or designing a full suite of corporate options, we get it right for your organisation and your staff.
Learn more about our uniform services and what business solutions we can offer to match your needs and individual industry landscape, including promotional services.
