A company's image is always reliant on how its staff interact with customers and clients. And there are plenty of businesses that have decided a corporate wardrobe is one way to stand out from the crowd. By Patricia Moore.
Once there were 'staff uniforms'. Today there are 'corporate wardrobes'. And they're no longer the preserve of flight attendants and posties.
As a growing number of companies realise that every member of their staff is a potential brand ambassador, businesses of all types and sizes are providing fashionable, wearable gear for employees.
Brand building may be one reason for a uniform approach to business but there are other advantages, says the managing director of Career Classics Corporate Wear, Carol Gribble.
* The company's image is improved when the staff project a clean, professional appearance.
* Identification - a company uniform clearly identifies who to go to for information.
* Security - authorised company personnel are easily identified.
* Building team spirit and productivity.
* Employee and employer benefits - wearing a uniform saves personal expense; the supply of uniforms can be included in a wage package and is deductible as a company expense.
Deane Apparel's national sales and marketing manager, Corey Mulligan, says the whole market for work-related clothing is continuing to grow as more companies look to enhance their company image. He says that this includes a good number of smaller businesses.
Deane Apparel has been in business for 65 years in New Zealand and is the largest marketer of work-clothing in the country. Its range covers everything from corporate clothing to overalls.
The company has been in Australia since 1996 and its clothing is either manufactured at one of its three Christchurch factories or imported.
Gribble says it's important to spend some time considering specific requirements when choosing work apparel.
"What is the reason a company is moving into corporate apparel? A uniform will be a reflection of their company brand, so what are their brand values? Are there any OSH issues?" Other considerations include the amount of wear and tear a garment will be subjected to, consistency of supply and the availability of branding options.
And, says Gribble, who in a previous life wore the Air New Zealand uniform, researching staff requirements is also vital.
Deane Apparel's Mulligan says work clothing, in general, is becoming much more stylish and fashionable and, while he doesn't want to talk specifics, it is a very affordable way for companies to upgrade their image.
Amongst the trends Mulligan points to is a desire for fabrics that are easy to care for and companies finding the right "look" for their staff - the clothing must be something staff want to wear.
There are a number of approaches companies can take when thinking staff wardrobes; generic (off-the-shelf) apparel, which ranges from polo shirts and casual jackets through to smart corporate wear, and made-to-order designs involving value requirement contracts. This is more often the choice of larger corporates. Another option is a combination of ready-to-wear and made-to-order giving companies a point of difference without straining the budget.
But think twice before sourcing a bunch of shirts from a local retailer and having them branded; chances are they won't be able to repeat the style when you turn up for replacements. Consistency of supply is essential for wardrobes to work.
At Ezibuy Corporate around 60 percent of corporate business is in the generic or casual corporate area, says business unit manager Delena McAtamney.
The company was formed 12 years ago when mail order company Ezibuy found it was receiving a growing number of requests from small businesses to supply corporate apparel.
Today its customer base ranges from clients with as few as one or two staff through to companies employing thousands and, says McAtamney, the market's growing.
"Every year we have customers who change their total look and there are many others discovering the benefits of a total branded look for their people and moving into the uniform arena for the first time."
She says the focus of their corporate range is to provide a solution for smaller businesses but adds their importing expertise and buying power is also a major attraction for large companies with major uniform requirements.
At Career Classics most product is currently made in New Zealand and Gribble says this has meant closer control over quality.
"However in the last 10 years we have lost more and more of the skills required for this industry and as each factory closes down we have to look more towards an importing base." She says this isn't easy as overseas importing requires large quantities not so suited to specialised company uniform demands.
Industry players also highlight the importance of working with a supplier who can not only supply apparel to a company's specifications and within budget, but has the necessary IT logistics and reporting systems in place to guarantee delivery as and when needed.
And, says Gribble, "Do your homework. Ask for references, visit the company premises and meet the team. Deciding to have a company uniform usually means a long-term commitment and you want to work with people who are prepared to work for and with you in the future."
The case for staff uniforms
Office & General Cleaning Services - winner of two major categories in the 2003 Golden Service Awards sponsored by Kimberly Clark - is typical of many companies whose staff are uniformly clad.
Director Raewyn Phillips says it's important for security reasons that staff are easily recognised while working on client sites but says, in addition, a well presented and visibly branded uniform increases the company profile and ensures staff are presenting a professional image on their behalf, at all times.
"Because our staff [totalling around 200] perform a wide range of duties we have a range of uniforms to suit every situation."
She says these include cleaners' uniforms which must combine practical considerations with their requirement for a professional image, corporate attire for senior operations and customer services staff and OSH garments for hazardous specialist work.
All garments - with the exception of the corporate suits - feature the Office & General logo.
Phillips says a jade colour scheme was chosen because it's flattering for most complexions and reflects their brand colours.
"The colours of the uniforms tie in with everything else the client sees - from our website to invoices and customer communication logbooks - all helping to ensure a complete and consistent brand experience."
Consistency of product is very important for Office & General, says Phillips. "Our supplier needs to have stock on hand so there's a minimum delay when we place an order. When we need uniforms we often need them immediately."
Tourism Transport and South Auckland Glass are considerably smaller companies, but staff uniforms are just as important to them.
Graeme Dobson, marketing director at Tourism Transport, which runs Super Shuttle, says its current uniform is the result of a re-branding exercise.
"We needed to provide a mechanism for relaunching an existing business brand and integrating another smaller brand under one umbrella that encapsulated and reinforced the service we offered."
He says their look is 'corporate casual' and they've chosen garments which look smart with a minimum of care. And, he says, their choice of supplier was driven by a mix of pricing, choice of designs and warehousing arrangements.
Initial mock-ups were run past the staff and they're very happy with the outcome. Dobson says there has been some tweaking of designs since the introduction of the uniform. "We've introduced some new items including bomber jackets which suit the women a lot better," he says.
Durability and comfort, plus an opportunity to advertise, were the drivers when South Auckland Glass chose its company uniforms. Director Steven Chittenden says they keep it fairly simple with shirts and sweaters all carrying the company logo.
They've chosen generic gear and decided on their supplier because of the ease of ordering and excellent service offered. Chittenden believes his team projects a professional look and has been pleased with the reaction from clients.
"We've had some wanting the same thing for themselves."
