When employees wear professional uniforms, says Victoria Seitz, a marketing professor from San Bernardino, Calif., they reflect an image, or brand, that can project instant credibility to consumers. As examples, the professor points to the mustard-colored jackets worn by Century 21 agents and the black-and-white striped shirts sported by Foot Locker employees. Such perceptions are no different in a body shop, where uniforms can present a professional atmosphere to potential customers – both consumers and insurance companies that are considering sending business your way.
The connection between worker uniforms and business success comes as no surprise to Robert Isaacson, director of marketing for UniFirst Corporation, a supplier of uniforms and work apparel throughout the U.S. and Canada. “Anyone who doubts the connection between uniforms and business success should consider the loyal following of professional sports teams,” Isaacson says. “Players get traded, change teams and even retire. Meanwhile fan loyalty toward their team remains a constant. Loyalty is often linked to the team’s image, where a big part is the team uniform, regardless of who is wearing it.”
A uniform rental program can enable your shop to better control the appropriateness, condition and ultimately the business image of the apparel worn by all workers. That’s because employee uniforms are automatically cleaned and, if necessary, repaired or replaced on a weekly basis to keep them looking their best at all times.
“In the end, uniforms help to assure consumers they’re going to receive quality products and services,” says Isaacson.
