Article - How Corporate Clothing Affects Employees and Customers
10 Jan 2018
Think of branding and you can immediately imagine large billboards, logos on packaged goods, magnets on vehicles and more. You can even see printed caps and golf or T-shirts, but have you ever thought about the power of branding with corporate clothing?
Companies so often brand just about everything, but then their staff members wear normal clothing without a sign of the company that they work for. Since people are the company’s biggest asset, doesn’t it make sense to brand with them? Of course, people are not goods and don’t for one moment think of branding in the way a cattle farmer would brand his prized bulls. No – by branding with people we mean doing so with clearly distinguishable, yet, highly professional corporate clothing.
So what does the customer think?
You’re a customer aren’t you? Yes, you buy food from a grocery store, dine at restaurants, and service your vehicle at a specific agent, and more. So you are a customer. When you walk into a store or any business and the employees are dressed in the colours of their employer, easily distinguishable from customers you appreciate it, don’t you? It immediately gives you more confidence in the workers. It seems as if they know what they’re doing just by their appearance. The truth is that they most probably have more confidence in their abilities because they dress the part.
What does it mean to the worker?
If the company employer is willing to invest in its people, the people will repay it with loyalty. Part of this loyalty entails working harder. Another part means that they will wear the corporate clothing with pride. With pride comes the inevitable – having to perform better to keep up the image. This means the workers become more productive and think twice before bad mouthing a customer or being rude to a fellow employee.
How does corporate clothing increase productivity?
Clothing is merely apparel with no soul or ability to influence. Yet, people’s emotions are affected by specific colours. Orange in a restaurant, for instance, creates a feeling of warmth and people become hungry. Blue at the bar makes them thirsty, because it makes them think of water. In much the same way just dressing in the corporate clothing affects the employee’s perception of what their role is.
Dressed in slacks and a T-shirt at home and the employee is relaxed. Take the employee to work in casual wear and he will still have the relaxed attitude. Now have him dress in corporate attire and watch the change into a professional, friendly and highly productive individual.
Why is that?
The secret lies with the psychological effect that clothing has on a person. Once the person gets into work wear, whether it is an overall, company golf shirt and trousers or a suit, the employee takes on the work or professional role. Once in normal non-working clothing the employee switches off from the work responsibilities and changes into the family person, sports enthusiast or party animal.
Where the employees where normal clothing to work they don’t make the clear distinction from their personal or home and the work life. By introducing corporate clothing you thus create a more productive workforce.
Take away competing for prestige
But, there’s even more to it that will benefit your company. People tend to compete for prestige regardless of their social or economical status. The media is a big culprit, but then again – people have done so even during the Middle Ages. In the work environment private clothing becomes a status symbol and especially with female workers who compete to be better dressed.
Unfortunately, such competition can lead to office gossip and judging. The typical school ground bullying then moves into the work environment; based on what a person wears or has already worn the previous week.
In order not to be the person who is still wearing last year’s fashions, many employees open several clothing store accounts. They pretty soon pay a large amount every month to service their accounts and to look the part. Employees with maxed-out credit cards and overdue store accounts lose focus. They become irritable and their debt concerns affect their ability to perform at work. Add to such, the constant gossiping and competition over who is the best dressed and you can see how something as simple as clothing can lead to workplace conflict and unproductively.
What’s your role?
Now do your part in building your company brand with your best assets. Invest in top quality corporate clothing or work wear and give your employees reason to be productive, professional and loyal.