The projection of a professional image is vital for all businesses, regardless of the industry you operate in or the size of your business.

When it comes to the travel sector however, the visual appearance of staff is extremely important as customers have a set expectation that when liaising with an operator or agent, they are professional dressed and instantly recognisable in the company’s company-wide uniform.

It is true to say that corporate uniforms provide customers with a level of confidence regarding the business and the team, therefore, getting corporate wear right is important for all travel-related businesses, which deal with thousands of customers each year.
It is important that the presentation of the team matches the ethos that the organisation is aiming to project, in both what they are saying and in their general appearance. By doing so, this will shape a customer’s overall viewpoint of the entire operation.
A corporate uniform helps project a positive image of the company brand: an individually-designed corporate uniform impacts on all aspects of a company’s output, simultaneously affecting staff motivation, customer services, internal communications and branding.
As such, it is a human resources issue that needs to be managed strategically across all departments and requires extremely sensitive handling. Choosing an appropriate uniform can however be a challenge. Today, corporate attire needs to be versatile enough to be worn by many different jobs, in different climates, accommodates religious and cultural identities, and is suitable at varying positions within the corporate hierarchy. So, what do you need to take into consideration?
A uniform should be central to an organisation’s image and must be strongly ingrained in its culture. Choosing garments staff will want to wear is important too, as it has been found that if staff feel good in what they are wearing, it is not only motivational, but makes them feel more confident in their role.
A corporate uniform ultimately enables staff to become ambassadors for their agency and act accordingly. Invariably because they look smart and feel comfortable they are able to portray a more suitable image.
Today, we are seeing a return to much more formal corporate attire, with travel companies opting for tailored dresses, suits and quality bespoke accessories. For example, we designed new uniforms for Eastern Airways that included matching accessories, including a navy and red leather handbag, neck scarf, a hostess hat with a bespoke hat pin and red leather gloves.
Ultimately, a company’s dress must reflect the seriousness of the job. This is particularly important in customer facing roles; they are often the first and final cog in the sales or customer contact process. As they say, first impressions count and so it is important to ensure the customers are left with a positive impression of the conduct and professionalism of the firm.
An often overlooked consideration of corporate clothing is the motivational impact it has on a team. In fact, this should not be underestimated. In many cases, the introduction of the uniform itself is a ‘benefit’ for employees, enabling them to dress smartly while saving money on a working wardrobe. A corporate uniform also ensures that clothes are suitable – footwear is comfortable and clothing is as warm or as cool as necessary for the job in-hand.
Because a uniform is central to the company’s image, it must be strongly ingrained in the culture of the company. Once a uniform policy and design has been adopted, it must be strictly enforced to maintain consistency and give the uniform a chance to ‘do its job’ and make it really work in reinforcing what your organisation stands for as a brand.

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