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By Jackie Rosselli
The UNIVATOR Awards is a program created by UniformMarket to showcase the best programs, ideas and innovations that the industry has to offer. Unlike other awards which give recognitions to the end users, UNIVATOR honors the manufacturers and distributors of uniforms and their contributions to further their companys bottom line.
Last year, its first, UNIVATOR handed out five awards after reviewing entry materials and mulling over company websites. This year, the number of entries was far greater, a testament, to the fact that awards do matter. Awards are not only an acknowledgement for a job well done, but evidence that the winner has achieved a level of excellence in a given area or field.
This years six winners have, in UniformMarkets opinion, surpassed that level of excellence. Three are previous winners; three are newcomers to the list. All are successful companies endeavoring to find ways to grab a bigger slice of the pie in an increasingly competitive industry. In so doing, they are both meeting their customers needs and expanding the marketplace for all. Their efforts are proof that hard work and creativity are alive and well in the uniform industry, and it is UniformMarkets privilege to feature their work.
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WINNER
Best Enhancement
to an Existing Product or Line
Fechheimer Bros. Company
If youre a woman, the following scenario will read all too familiar: youve tried on a pair of pants in what you believe to be your size, only to find that the fit isnt quite right. Delusional? Gained weight? Grown an inch or two?
Hardly. As any woman knows, fit varies greatly from manufacturer to manufacturer. If youre a woman who happens to don a uniform, the problem is worse, for historically, uniforms have been made for and by men.
But times have changed. As more and more women enter the ranks of have what traditionally been considered male-oriented jobs, their apparel needs are finally being noticed. While there are many worthy industry products which were developed to fill the void, our favorite for 2005 comes from Fechheimer, manufacturer and distributor of uniforms for law enforcement, corrections and military professionals. Its self-described Fashion Fit, the Uniform Fit for Women, is its latest uniform pant pattern.
Basically what weve done is completely change the fitting patterns of most of our womens trouser styles, says Steve Brown, creative director, in an email. In the past, if a woman officer was a size 10, she would need to order a size 12 or even a size 14 in our trousers. Now, with the changes in rise and hip patterns, this same person can fit in a true-to-size 10 or possibly even a size 8.
After three years of development and market testing, the pattern was rolled out in 2005. It can be considered somewhat revolutionary since most public safety trousers for women are not true to size and are typically too long in the rise as manufacturers copied military patterns of past generations. Fashion Fit is closer in sizing to civilian garments while maintaining the proper dimensions needed for on-duty performance.
The change has sparked an enthusiastic reception from endusers, according to Fechheimer, and has helped bolster its sales in the blue-goods industry. Women customers, who had long given up on female slacks in favor of altered mens trousers, are now wearing Fashion Fit. Its now like going to a fashion store instead of a uniform store, one such end user recently boasted.
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WINNER
Successful Use of Technology in a Product
Chef Works Inc.
The chef clothing business continues to grow and, like other businesses, change. New designs and trendy apparel are being produced at a rapid pace, all with the goal of enhancing functionality while being fashion conscious or, dare we say, cool.
UniformMarket believes the coolest innovation to the chef clothing business last year came from California manufacturer Chef Works. In the spring, the company launched its Cool Vent chef coats and beanies line. We created a stylish tunic-style chef coat with a crafted durable super cooling mesh insert into the upper half of the back of our chef coats in both Egyptian cotton and poly/cotton executive jackets, says Chef Works Harvey Singer. The coats have been a major success in every open kitchen for the executive chef as well as the sous and line chefs.
Taking technology originally used by the performance athletic business and adapting it for uniform applications, Chef Works innovative Cool Vent fabric keeps heat and sweat from being trapped next to the body. It keeps cool air circulating through its ingenious vents, so that the customers body temperature stays regulated, even in extreme amounts of heat. Think of it as automatic temperature control, adds Singer. The fabric is machine washable and soft to the touch, but tough as nails.
After the initial success of the coats, Chef Works expanded the line to include beanies. The beanies are currently our most popular item, says Singer. Most people accurately believe that hats retain heat. But these are designed to do just the opposite.
Available in a variety of colors and designs, the Cool Vent Beanie wicks the moisture away from the top of the head and helps to keep the chef much more temperate and certainly more functional.
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WINNER
Outstanding Sales Results & Techniques
Aramark Uniform Services
A UNIVATOR recipient last year, Aramark is being honored this time for its Cool to the Core Campaign. UniformMarket judges are particularly fond of this entry, for although the companys motives were (rightly) selfish, the effect could wind up being more altruistic. This campaign focused on bringing non-traditional wearers into the industry, notes UniformMarket News Magazines Publisher Rick Levine. More end users means more business for all of us in the long run.
A leading supplier of uniforms and career apparel, Aramarks goal was to develop a new, motivating promotion to increase sales of its TeamCasual image program with non-programmers.
Proprietary research conducted by Aramark revealed that non-programmer prospects are aware of the value an employee image has for their businesses but are unsure of how to implement such a program. Therefore, the company developed an integrated campaign called Cool to the Core, which specifically targets non-programmers who are interested in improving the image of their company.
In addition to a wide selection of items including Aramarks TeamCasual line of business casual apparel, Cool to the Core allows a company with a small-business budget to enhance its image with a differentiating, professional look for its employees.
The campaign represented a sophisticated blend of three direct-mail pieces, incentive programs, and leave-behinds that highlights how employee esteem can be developed by implementing an image-enhancement program. Sales representatives also were provided with key messages and scripts to help open the dialogue with non-programmers.
The Cool to the Core rental program was rolled out to a region in the southeastern part of the United States over the course of the summer in 2005. As a result, non-programmer sales in the region increased 33 percent compared to the same period this year before, and average non-programmer sales per account manager increased 17 percent.
The campaign offer included:
An Esteem Makeover Evaluation, in which the sales representative would talk with the client about how an image program could boost their brand. The evaluation was free of charge and did not require a purchase from the client.
A $50 gift certificate that could be applied toward the purchase of any one item from an Aramark ApparelOne catalog. Non-programmers would receive this gift certificate when they met with a U.S. representative for an Esteem Makeover Evaluation.
Non-programmers who signed up for a five-year contract with a minimum average weekly rental volume of $100 were also entered into the Esteem Makeover Challenge. One winner would then be selected to receive a public relations and marketing campaign that included a joint press release announcing the customers new image program; a local newspaper advertisement announcing the customers new image program; a photo shoot showcasing the new business makeover; a featured case study on the Aramark website; and a direct-mail piece sent to 100 of its customers announcing its new image program.
This mammoth campaign shows that there are untapped markets out there. While other companies may not have the budget or resources of an Aramark, they can, however, use their creativity and perseverance to boost their own sales, notes Levine.
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WINNER
New Customer Uniform Program
Barco Uniforms
Barco Uniforms, a UNIVATOR recipient last year, is again being recognized for its innovative and clever restaurant apparel designs.
The quickly expanding restaurant industry is a ripe segment for focused uniform program enhancement and growth. Barcos uniform designs in this market show smart incorporation of technology, fashion and comfort.
In 2005, Barco developed a new uniform program for IHOP Restaurants. The uniform program focuses on the server and includes a blue and white multistripe shirt and a second stripe option of a blue, white and red shirt with black pants.
Aprons, an integral part of any servers wardrobe, also have been spruced up. A royal blue convertible apron begins as a bib apron for breakfast, folds into a half apron for lunch and transitions to a bistro apron for dinner. The apron is accented with a 3D IHOP logo and namebadge. The aprons flexibility enables the server to move into different segments of the day seamlessly, a stated goal from the programs outset.
The host who greets customers is dressed in a coordinating red shirt with patterned loop tie and black pants with a namebadge. The combo (bus boy) position has a red polo shirt with a blue and red stripe knit collar, namebadge, blue and red baseball hat with logo, and black pants.
In an email, Barcos Kathy Taylor explained the reasoning behind the programs overhaul. IHOP was in the process of repositioning their brand from a breakfast destination to a full-service, breakfast, lunch and dinner restaurant. They wanted to update and upgrade their image and draw a more diverse customer base.
The benefits of the new program effectively and immediately signaled the change to customers. The colors and design of the program present a higher quality image for the brand while maintaining the brand heritage and family experience, notes Taylor. The unique engineering of the core apron piece meets the practical needs of the server while signaling change and further enforcing the corporate goals for the brand repositioning.
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WINNER
New Approach to Traditional Product Line
5.11 Tactical
Change. Some embrace it; others do their best to hold on to the past. In the uniform industry, change can be slow in coming, if it comes at all.
This simple fact is one reason why UniformMarket was impressed by both the product and marketing efforts behind 5.11 Tacticals Tactical Dress Uniform (TDU) line. The company, a manufacturer of quality and functional apparel for law enforcement professionals, has taken the familiar BDU and added new twists. The effect has been to breath new life into a classic line.
The new TDU has many innovations and upgrades to the traditional BDU. These include a tunnel waistband, patented hidden document pockets, removable neoprene elbow and knee pads, magazine slots and loop velcro on the inside of cargo pockets, Teflon coating, and a pen/light stick pocket in the shirt sleeve.
5.11 Tactical enlisted the help of top experts in federal, state and local law enforcement on the TDUs design and new functionalities. The idea was to give law enforcement a more functional and comfortable alternative to the old BDUs and also have them look neat and professional, explains Dan Costa, CEO of 5.11 Tactical. We had the people who use our products give us design features that would help enhance their job performance. These garments were street-tested to make sure they held up to the rigors of the job.
Based on recent reviews from law enforcement, tactical training units and overseas operators, the improvements are a huge hit. Some of the specialized features on the shirt and pant set include removable neoprene knee and elbow pads, a comfort tunnel waist, bi-swing shoulder for greater range of motion, patented BBS system loop Velcro lining on the inside of pockets to keep tools from shifting or falling out during extreme movement, and Dupont Teflon treating for stain and water resistance.
I know Ive met my customers needs when the feedback is that, after they try the TDUs, theyll never go back to the BDUs says Tim Velasco, line manager for 5.11 Tactical. In this industry, its hard to change something as important as work attire, but with this product, weve not only changed it but improved on it.
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WINNER
Best Marketing Techniques
Cintas
As one of the fastest growing segments of the economy, the health care industry has been a source of steady and flourishing business opportunities for uniform manufacturers and distributors. But it can be a challenging market to penetrate. That is why the efforts of Cintas, a UNIVATOR recipient last year and winner of this years best marketing techniques award, stand out. The company is being honored for its comprehensive promotional work in the health care field and for its continued innovations in marketing to other business segments.
Research conducted by Cintas forced a change in the way the company markets its products to the health care industry. Health care professionals are focusing on the importance of patient satisfaction, says Jennifer Logan, marketing associate for Cintas. Knowing this, we now emphasize patient satisfaction in sales materials. This is different from how our competition is approaching selling uniforms to health care. We are stressing how the importance of a unified apparel program in large hospitals directly relates to patient satisfaction.
In their presentations, Cintas representatives point out that a unified apparel program creates a professional first impression, instantly conveys trust and credibility, increases security for patients and employees, builds a consistent image and brand identity, and gives the hospital a competitive advantage.
To reinforce the approach, Cintas also created a video called The Value of Image Apparel for Health Care. It was sent out as a direct mail campaign to 2,500 top health care professionals, driving them to the Cintas website to watch the new video.
UniformMarket was also impressed by the Cintas promotional vehicle, C, The Uniform Magazine. Cintas is well known for producing The Uniform Book (formerly known as The Big Book). While The Uniform Book is a great tool for showing new products within an entire product line, it is only produced every two years. Customers were telling us that theyd like to see new products sooner, and thus C The Uniform Magazine was born, said Logan.
Produced every six months, C (as the company calls it) works harder than most catalogs. C builds on itself, so that new products shown in the spring edition are shown again side by side with the new products in the fall edition. C is also smaller that most catalogs — a mere 9 inches high by 7 inches wide. This was done on purpose so that it would stand out in the sea of catalogs that people receive every day, notes Logan.
The thing that really sets C apart from the pack is its retail look and feel. Spreads are laid out as they would be in a retail magazine, and it also is filled with special articles that have included industry trends, latest makeover contest winners and garment fit tips. And like a magazine, there are also some fun advertisements that show other Cintas garment lines.
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