Designing A Career Apparel Uniform Program: Industry Members Offer a Few Tips for Getting Started Today

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Designing a career apparel uniform program can be a daunting task. The process involves many decisions to be made by both manufacturers and uniform dealers.

Manufacturers large and small are faced with production issues related to any specified designs and maintenance concerns for the projected life span of the program. Uniform dealers are faced with the same concernsplus the added attention to numerous details surrounding to the needs of the end-users.

Every year, the Career Apparel Institute of the NAUMD sponsors the Image of the Year Awards Competition, which showcases diverse uniform programs from around the country. In my second year administrating this program, I thought it appropriate to ask some of the manufacturers and dealers who participate what their advice might be for designing a successful uniform program. We hope this inspires your company to enter next years competition!

The following discussion provides insights from a variety of sources in the uniform industry. The suggestions by these veterans serve as a starting point for those interested in designing a unique career apparel uniform program. Companies already involved in developing original uniform programs may find some helpful tips as well.

We begin with insights from three members of the NAUMDs Career Apparel Institute.

Make sure the uniform is comfortable to wear
Ilene Rosen – Hamburger Woolen Co.

An essential feature of any career apparel or uniform program is the fabric. The selection of fabric must be thought out very carefully, as the wrong choice could negate even strong design and manufacturing. Cost considerations must always be balanced against the fabrics durability so consistency of color and texture may be maintained for the duration of the program.

The wearers comfort is also a major factor and is primarily determined by the content of the fabric. Fabrics must perform well in the specific geographic location where the uniforms are worn. For example, an all-wool fabric is generally not appropriate in tropical climates. A more modern blend of fibers may not be ideal either, as it may not breathe enough for the wearer to remain cool. New high-tech fabrics are currently being marketed that promise to be stain-free while keeping the wearer dry and warm or dry and cool.

Pay attention to color and accessories
Michael Broome – Broome Uniform Accessories

Finishing touches are always key in marketing an identity. Equally important are professionalism and durability. In putting together a uniform program, one must be aware of the environment of the job the uniform will be worn in. A long flowing scarf on a receptionist may be appropriate, but for a keypunch operator, it may not work. Airline pilots may want to wear silk neckwear, but it may be impractical because the safety harness might cause the fabric to wear too quickly, thus destroying the image it is trying to achieve.

Weaving and fabrications of fiber are important considerations. For instance, warehouse management may find themselves involved in handling different types of packages. Wearing a knit tie in a warehouse environment may not be suitable because of dust retention. Wearing a white polo shirt working in an ice cream store is not the best idea. Yes, it did work for the Good Humor man, but he always sold pre-packaged ice cream and left the messy part up to the consumer.

It is also important that you understand the language of color. For example, gray and navy are authoritative colors. The functionality of color helps with identity and functionality.
Uniforms are tools to be used in the most appropriate manner. You dont use the butt end of a screwdriver when you need a hammer. And if you do, youre missing the point.

Build upon existing, in-stock designs
John Gunzler – Edwards Garment Co.

Uniform dealers can offer uniform programs to an end-user by utilizing manufacturer Stock Programs. Manufacturer stock programs are the perfect fit for small- to medium-quantity uniform programs and are easily put together. For example, if a dealer has a client that requires the staff to wear blazers with a matching pair of trousers and neckwear, a manufacturer stock program may contain enough variety of blazers, trousers and neckwear to fill that need. The dealer could put together options for the client, add a custom feature like an embroidered emblem and, with further consultation, have a complete career apparel program available to the customer in a relatively short period of time. Having a custom component incorporated makes for a nice, unique company identity.

Next, here are several concepts, business philosophies and uniform program considerations provided by two award recipients from the 2003 Image of the Year competition.

Listen to the customers needs first
Kim Cooper – Landau Identity Apparel
Program: Valley Services Inc.

When meeting with Karen Kornegay, Senior Director of Marketing for Valley Services Inc.for the first time, she put forth a great challengedesign and merchandise a comprehensive uniform program that my employees understand and will enjoy wearing. Karen wanted to offer two distinct color palettes and build groups around each one. She wanted one source that could fill all her needs and basically simplify her life.

Valley Services also needed a well thought out collection that employees could use to decipher their team or category more easily. The collection needed to coordinate with the complete mix of the company.
Landaus Identity Apparel Design Manager, Kathleen Carey-Michel, started by having the buyer describe each Valley Services job category and function to determine the best types of fabrics and garments to use in each work environment. She started by designing front-of-the-house options for both sexes and coordinating design to the back of the house.

By providing Valley Services with a program collection Landau was able to not only offer Valley Services employees options in both color and style but was able to simplify the ordering process. Valley managers now spend less time ordering their uniforms and more time managing their facilities.

Define the design objectives clearly
Karen Kornegay – Valley Services, Inc.
Program: Valley Services Inc.

In late 2001, Valley began the process of refreshing our uniform program for our unit-level employees. This uniform program is utilized by our Health Services, Dining Services (Education and Business/Industrial Accounts), and Senior/Correction Services divisions.

Our objective was to provide a crisp, professional image for our employees. The challenge was offering a uniform that was durable, low maintenance and cost effective. Additionally, we had to pay special attention to sizes, product availability, style flexibility and cost.

Landau took Valley up on our challenge and brought to the table a fantastic uniform program that provides us with a standardized uniform program designed to distinguish employees by position but one that is flexible enough to meet the needs of all of Valleys accounts, which include hospitals, schools, colleges, business and industry, senior services and corrections. Our uniforms are stocked on Landaus shelves – embroidered with the Valley logo, and ready to ship within 48 hours.

Valleys daily objective is to continue Bringing Fresh Ideas to the Table of our clients. We believe that our new Landau uniform program allows us to meet that objective with a professional image.

Pay attention to how the uniforms affect
your customers business

Ellen Rose & Judy Dunning – Crest Uniforms
Program: McDonalds

For more than 70 years, the Crest Design Studio NY consultants have created innovative custom image apparel to enhance and support our customers brand. Our designers are skilled at translating those trends into a unique image for the workplace.

When updating the McDonalds managers program, the formula was simple: Understand the relationship with the client and the employee. Knowing as much about the company as you possibly can must be your first objective. Crest has had a long-standing relationship with McDonalds for several years, so we were familiar with the look and needs of the company.

The clients management goals and visions should be clearly laid out so that the collaboration between the marketing and operations departments compliments the brand identity in a way that will strengthen your proposal. Expect that there will be anywhere from three to nine months of refinements. Remember, it is the client that determines the timeline.

Once again, understanding uniform technology is critical. Knowing the difference in designing an industrial-laundered program and take-home laundered program should be considered. A uniform program should be expected to last two to three years.

Crest Design Studio NY is committed to excellence in all phases of the design process. We work with our clients to understand all their objectives. We bring our customers exciting design concepts to create a truly fresh brand statement. We ensure the success of the program by carefully crafting it to address the needs of all stakeholders while presenting one consistent brand image. And we maintain the highest standards for quality control, product testing and garment fit in the industry. We build our garments to exceed our customers expectations for performance. We commit ourselves to the long-term success of all our image programs.

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The opportunities for sales in the career apparel category of uniform programs are both large (national) and small (local).

There are always sizeable companies branching out into new parts of the country that need to expand and update their current uniform programs. There is also a potentially limitless pool of business prospects on a geographically regional level (hotels, restaurants, banks, security firms, medical practices, etc.) that need to have small quantities of uniforms and career apparel available to them at a reasonable price.

So design, sell and grow your career apparel business today!

Above story first appeared in MADE TO MEASURE Magazine, Fall & Winter 2003 issue. All rights reserved. Photos appear by special permission.
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