Fashion designers know that colours either set people in a good mood or make them look unfriendly. For example, black is the colour of power and authority. Black outfits make the wearer seem aloof and evil. Blue, on the other hand, for some can seem peaceful but for others cold and depressing. In the UK for example immigration officers that have to deport families, who are currently wearing navy blue uniforms, will be wearing softer colours to reduce the appearance of a ‘uniform’ and be less intimidating. Traffic wardens, to look more approachable, have gone from navy blue and black to a soft khaki colour. The second most important element of a good uniform is the fabric and tailoring. A uniform has to be pleasing to the eye. Soft lines and fabrics which move as you move is immediately more restful to the eye. An example of a well-tailored uniform is that of British Airway’s cabin crew. It is elegant, perfectly tailored and understated.
Why do companies spend so much money on constantly improving their employees attire? The answer is quite obvious. The uniforms that employees wear on the job provide a unique promotional vehicle for companies because the corporate apparel is like a ‘walking billboard‘ that promotes their services and products of the company. A good example are the brown uniforms of UPS employees, which project the image of the company as a worldwide delivery service with enormous capabilities. Consumers claim they have more confidence and trust in employees who wear uniforms, and believe that products and services provided by uniformed employees are of higher quality. That is why an image-conscious company with uniquely uniformed employees has a distinct competitive advantage in the marketplace and that's just the type of business edge every company would like to have.
Word-of-the-week
edge – an advantage over others (mieć przewagę nad kimś)
