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The Caterer

Maintaining a professional image

25 November 2011
Maintaining a professional image

The view that only workers in customer-facing roles need to wear uniforms that depict brand imagery has evolved. Many businesses have realised that different departments each make a vital contribution towards the same goal and, therefore, a branded uniform can have a positive effect on staff morale.

Providers must work closely with internal marketing teams to determine an approach to branding that generates exposure while meeting key practicality and safety requirements. This requires workwear providers to design attire that allows flexibility for uniforms to be personalised and generate brand recognition.

Consistency is important when seeking to cultivate an overall corporate image. Uniforms promote a company image and also encourage confidence and trust in a firm among its customers, for example, ensuring a specific colour is visible on workwear across all roles.

A number of catering firms recently highlighted to us that they had experienced an increase in levels of trust and repeat business as a result of staff wearing well-recognised brands. Alexandra responded by introducing branded lines of workwear that can be customised to include specific colours or logos.

Sourcing design solutions that meet individual customer needs requires a tailored approach - company branding suits some, simple colouring or well-known labels may be more appropriate for others. Crucially, consistency forms the basis of meeting these varied catering sector workwear needs.

David Harmer, category manager, http://www.alexandra.co.uk" target="_blank" rel="noreferrer">Alexandra Workwear

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