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Employee uniforms help gain market share during downturns

22
May '08

With signs of a recession all around us, now more than ever is an ideal time for the success-minded company to pro-actively advertise their business image and brand to gain market share.

As Harvard Business School professor John A. Quelch notes: "It is well documented that (companies) that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment."

And, as such highly-competitive service industries as airlines, hospitality, and parcel delivery have repeatedly proven, one of the most effective forms of advertising is the use of easily recognizable, image-enhancing employee uniform programs.

"The uniforms that employees wear on the job provide a unique promotional vehicle for companies because the custom apparel serves as 'walking billboards' to promote their services and products," says Robert Isaacson, Director of Marketing for UniFirst, a provider of uniform and work apparel programs to companies throughout North America.

"Additionally, when uniforms are selected with the wearer in mind, garment styling, image, and function can have a positive influence on employee attitudes and their job performance both of which ultimately translate to improved products and services and, in turn, stronger customer loyalty."

Isaacson says examples of the advertising effectiveness of uniforms abound. "Most consumers, for example, who see a brown uniformed UPS employee, will immediately think about the company's worldwide mailing and delivery service capabilities.

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