How Uniforms Affect Your Retail Business's Brand Identity | Fontis ...

Retail_Uniforms

August 9, 2011 ? rhagel ? Retail, Uniforms ? No Comments

When discussing brand compliance, many marketers immediately think about achieving consistency in the message and graphic presentation.? This may include web design, print collateral, POP materials and advertising.? Surprisingly, uniforms are rarely part of the conversation.? Now visualize the appearance of a typical employee, do they accurately project the brand you work so hard to build?

In many cases, marketing will have input into the uniform design but the responsibility of purchasing the uniform lies elsewhere.? For many companies, the uniform price becomes the driving factor in their vendor selection. While the cost of employee uniforms is certainly important, it is also essential to find and maintain the right balance between cost and providing the proper ?in-store? brand experience to your customers.

So what are the significant factors to consider that may affect the brand experience?

  • Material ? Is it durable? Will it wrinkle? Are employees comfortable??
  • Colors ? Are they properly specified? Is the color the same shade for each uniform piece, so they match?? Are custom dyes needed?
  • Garment styles ? Will it properly reflect your brand and employee position?
  • Cleanliness ? Is stain protection needed and how many washes will the protection last?
  • Associability ? Is it a stock product?? Is the size range big enough? How long will it take to fill backorders??
  • How long to outfit new employees? ? The money you saved by grouping orders or eliminating warehousing should be balanced against having employees out of uniform.

These are just a few things a retail marketer should think about when creating an overall in-store experience. Do you regard your uniform program as highly as your P.O.S. materials, product displays and the location?s overall ambiance?

How do your employee uniforms extend your brand?s identity?

Source: http://www.fontissolutions.com/how-uniforms-affect-your-retail-business%E2%80%99s-brand-identity/

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