PPB April 2020

instance, wear a uniform consisting of brown polos and pants or shorts, dubbed “Browns,” according to Business Insider , that have not only come to symbolize the company, but are a part of UPS’s history. No matter where UPS drivers are working, there’s a sense of consistency. Other companies, like Etihad Airways, the second-largest airline in the United Arab Emirates, elevates the perception of its brand with uniforms custom-designed by Italian designer Ettore Bilotta. Drawing inspiration from 1960s couture and modern-day runway styles, the airline employees’ chocolate brown suits with regal purple accents and polka dot satin shirts contribute to the company’s luxury feel and communicates that message to travelers. At sporting events, like the upcoming 2020 Summer Olympics in Tokyo, uniforms provide athletes with a way to proudly represent their countries and teams while standing apart from competitors. And at smaller venues, like chain restaurans, fromApplebee’s to Olive Garden to The Cheesecake Factory, uniforms are used to differentiate roles, such as hostess fromwaitstaff and waitstaff frommanagement. If guests have a question or concern, it allows them to easily spot management, thus contributing to a greater sense of organization. Uniforms are also mandated in some schools as a way to signify equality and lower the likelihood of bullying—something that’s particularly on the rise for public schools. According to the National Center for Education Statistics, during the 2015-2016 academic year, more than one in five public schools (21.5 percent) required students to wear uniforms—a 13.8-percent increase from 2006. And according to VocationalTrainingHQ , parents tend to spend between $25-$200 per standardized uniform and $100-$500 per school-specific uniform. But equally important to the look and message communicated by uniforms is whether employees are comfortable. “Companies want their staff to look good and feel good in what they are putting on every day,” says Aly Salz, CEO of supplier Righteous Clothing Agency, Inc. in Clackamas, Oregon. “When a garment is worn a lot, it should be something that people want to wear.” An example of uniforms gone wrong were those introduced by American Airlines in 2016. They looked good, but some employees reported they were itchy and caused chemical burns, headaches, rashes, hives and respiratory problems, according to the Chicago Tribune . The uniforms prompted a lawsuit and backlash from the American Airlines’ Association of Professional Flight Attendants resulting in a PR nightmare that made some travelers reconsider their American Airlines experience, if the comfort of the company’s own employees was being compromised. When employees wear uniforms that are not only comfortable for them, but easily recognizable and brand-appropriate, it impacts the end-user experience. According to a national survey of 250 companies conducted by a graduate researcher from the Sawyer Business School at Suffolk University in Boston, “Are Uniforms An Effective Marketing Tool?”, branded uniforms can outpace other advertising methods by nine-to-one—including internet, TV, radio, billboards, Yellow Pages and newspaper ads—in terms of generating positive brand perceptions and increases in brand awareness. It shows that a simple branded uniform can go a long way toward generating ongoing impressions and recognition. Dressing To Impress (And Represent) A polo that’s made for working in the toughest jobs, the IL-50 Rental Friendly Polo is snag- and stain-resistant, and features anti-microbial BLU-X-DRI protection, a rib-knit curl-free collar and side vents. Details of the 100-percent polyester polo include hemmed, raglan sleeves, mic clips on the center placket and shoulders and reinforced dual pen pockets on the left sleeve. Available in S-6XL with a corresponding ladies’ style in nine colors, shown in red. Blue Generation / PPAI 174655, S11 www.bluegeneration.com INNOVATE | APRIL 2020 | 21