IDS HR StudyPlus, Spring 2001

Corporate clothing & dress codes

• Examines issues surrounding what employees wear to work.
• Considers how and why a wide range of companies adopt uniforms or other types of corporate clothing for their customer-facing staff in particular.
• Also looks at dress codes, including the trend towards business-casual and dress-down days, and at guidelines on general appearance at work.
• Includes a guide to suppliers that act as managing agents for companies seeking to introduce a bespoke uniform range.

A uniform is a potent symbol of corporate identity and, as such, considerable time, money and effort is spent by companies in an attempt to ensure customer-facing staff project the right ‘look’. Many want to be seen as approachable, modern organisations and this is reflected in a shift towards companies embracing more casual uniforms. Branding is still important, but it is increasingly subtle.

However, it is also vital that corporate clothing is both practical and popular with the workforce. Employees will be especially critical of a uniform that is uncomfortable, hinders their ability to do their job or makes them an object of ridicule. Accordingly, companies canvas the views of staff during the design stage and undertake wearer trials to test whether proposed garments can stand up effectively to the day-to-day rigours of a particular job.

Overall appearance

There is little mileage to be gained from introducing a smart new uniform if the general appearance of staff undermines the look. Companies may issue dress codes or guidelines to clarify how particular garments should be worn. As far as more general appearance is concerned, a code may cover any of the following:

• hair (including facial hair)
• make-up and fingernails
• tattoos and piercings
• jewellery and other accessories
• general hygiene.

Dress-down policies

A more casual approach is apparent in the increasing number of workplaces that are introducing dress-down policies. There is little doubt that in some cases this shift has been a response to the success of many ‘new economy’ companies in attracting staff with, among other things, a culture which is less formal and less rulebound than the traditional office. Freedom to dress casually is increasingly expected by younger staff in particular.

What’s in this StudyPlus?

The 61-page StudyPlus contains the following sections:

Overview

• the debate on smart or casual attire and personal appearance in the workplace

Analysis

Introducing a new uniform

• putting the corporate clothing contract out to tender
• the design stage
• consultation and wearer trials
• the clothing ranges
• rolling out the new uniform
• day-to-day organisation

Dress codes and personal appearance

• what do dress codes look like? (includes extracts for a number of policies)
• guidelines on how to wear the uniform
• rules on personal appearance
• dress-down policies
• dress codes and employment law

Case studies

Five detailed case studies illustrate how particular companies have gone through the process of introducing a new uniform: Woolworths; Avis Europe; FirstGroup; SPAR UK; Abbey National.

Directory of suppliers

• selecting a supplier of corporate clothing
• checklist of key issues
• details of the services offered by 15 suppliers.