THE BUSINESS CASE FOR UNIFORMS
At Carhartt, we believe uniforms are more than workwear. They’re a business strategy. Beyond the basics, here are a few ways they can make a real impact.
What your crews wear on the job can have a bigger impact on performance than you might think. Even though uniform use dipped during COVID (from 27% in 2019 to 23% in 2023 ) an estimated 32 million Americans still wear uniforms to work every day. 1 Comfort, fit and safety are all important. But did you know that uniforms have a long list of benefits that range from shaping customer perceptions to building teamwork and brand recognition to improving employee satisfaction? Uniform programs can be a smart business investment that contributes to your team’s success, day in and day out.
CUSTOMER TRUST, SERVICE & REPEAT BUSINESS
Uniforms send a clear, positive signal to customers. When employees wear clean, branded workwear, it creates a strong first impression. A Harris Interactive poll found that 65 percent of adults say that employees in uniforms give them a more positive perception of a company. Respondents also said uniforms improved a company’s overall image, making them feel safer and more secure. Plus, customers were more likely to do business with a company when employees were in uniform.
Uniforms also make service easier and more effective. J.D. Power found that 83% of customers said it was easier for them to know who to ask for help when employees were in uniform. That same research also found 55% of consumers trusted uniformed employees more. And 58% expected product and service quality to be higher when delivered by uniformed staff. Consumers said they were more likely to do business with companies whose employees wear uniforms in the transportation, storage, utilities, hospitality, household, healthcare and automotive services. Business-to-business buyers also said uniforms matter in plumbing, electrical, HVAC, landscaping and janitorial services.
Those perceptions drive loyalty. A Uniform & Textile Service Association (UTSA) sponsored study found that nearly 60% of customers felt they received better products and higher-quality service from someone in a uniform. According to Bain & Company, improving customer retention rates by just 5% can increase company profits by 25% to 95%.
TEAM IDENTITY & WORKPLACE CULTURE
Just as uniforms instantly identify players on a sports team, they create shared identity on the job. According to HR Future magazine, uniforms are more than work attire, they help build brand identity and promote team spirit among employees. Uniforms establish the appropriate dress code and create a level playing field across your workforce. Studies show that employees view company-sponsored uniform programs as a valuable benefit, reinforcing a sense of belonging and professionalism throughout the team.
EMPLOYEE PRIDE & RETENTION
Uniforms can also play a meaningful role in how employees feel about their workplace and how long they choose to stay. A survey by Mower found that 77% of workers feel a uniform gives them “a sense of pride in wearing the company brand” when that workwear is Carhartt, compared to 55% who felt the same way when supplied with uniforms from other brands. 2 Plus, 76% of workers who receive partially or fully company-funded workwear said they were very or extremely likely to still be with their company a year from now compared to 68% of workers who pay for their own work clothes. That number jumps to 84% when their business supplies them with Carhartt uniforms.
77% of workers feel a uniform gives them a sense of pride in wearing the company brand.
COMFORT, SAFETY & PERFORMANCE
Uniforms help ensure that your staff has the right gear both in terms of personal protective equipment (PPE) and protection from the elements. Companies must also comply with OSHA and state workplace safety regulations. Uniforms built to meet workplace conditions and potential hazards are critical to keeping workers protected. For outdoor workers, managing heat and cold stress is essential not only to prevent serious injuries, but also because the right workwear helps employees stay focused, comfortable and productive throughout the day.
BRAND CONSISTENCY & OPERATIONAL CONTROL
Uniforms help differentiate your company from competitors. By showcasing your logo and colors, uniforms reinforce brand identity and boost brand recall while communicating credibility and professionalism. A review of four studies on sales team performance by Drexel University’s LeBow College of Business found that uniforms help improve sales performance by creating a sense of consistency and professionalism.
Uniforms also help solve operational challenges including dress code enforcement, safety compliance and quality control. For instance, color coding uniforms can help to make sure workers remain in designated areas and avoid spaces where they could contaminate sensitive electronic, medical or food products.
CARHARTT COMPANY GEAR CAN HELP
Uniforms make sense for businesses of all sizes. Research shows that both customers and employees have stronger perceptions of companies that provide uniforms. From building brand equity to supporting employee safety, Carhartt Company Gear offers a wide range of customizable workwear built to meet the needs of most industries. Setting a clear standard for your company and crew is easy with uniforms from Carhartt Company Gear.
1. Gallup poll of American workers who are not self-employed in August 2023. 2. Mower study of 806 workers in construction, manufacturing, transportation, trucking, utilities, transit, electrical, plumbing, HVAC, landscaping, agriculture and energy exploration in October 2023.
