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Article by
Alain Burrese
As Donald Trump pointed
out, dress is an important part of business. In certain businesses,
uniforms should be considered as the clothing style because they
provide an opportunity to advance an organization's brand image and
present a professional image to those the employees interact with.
Uniforms as attire should be a consideration for any business where
employees interact with consumers.
J.D. Powers and
Associates conducted a survey that was commissioned by the industry
trade association, the Uniform & Textile Service Association (UTSA).
The survey was titled "Customer Perceptions of Uniforms in the
Workplace," and it supported previous findings and literature on the
psychology of clothing and uniforms that suggest that uniforms
elicit two responses in customers.
First, uniforms transmit an image
of positive personal attributes related to the uniform wearer, and
second, employees in uniforms are perceived as a symbol of the
company's brand, and therefore advance the company's brand to the
customers. The survey showed that customers prefer to do business
with employees in uniform. Additionally, they feel more confident in
the quality of the product or service when dealing with employees in
uniform. The survey showed that uniforms can be a deciding factor
for customers when choosing a company from whom to buy.
A great benefit for
the consumer is in identifying appropriate personnel who can provide
assistance or service. A uniform makes it much easier to identify
who to go to for help. In addition, consumers prefer a clean,
consistent image.
Uniforms can assist with this image. When a
uniform matches the consumer expectations for the specific setting,
increased sales of products or services will result. Attiring
employees in an appropriate uniform can influence buyer's choice of
service providers. In the survey, consumers judged employees in
uniforms to be competent, knowledgeable, attentive and courteous.
Consumers felt that the product or service was of higher quality
when employees were wearing uniforms.
As
Mr. Burrese points out in his article, uniforms are important and
that's why considering all the
information above, the need of Active Corporate Apparel is a reality
for any company with consumer contact therefore all of them are our
target.
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