Uniforms and Marketing: Your Employees’ Attire Can Help Market Your Lodging Facility


Owners and managers in the hospitality industry are among the most business savvy in understanding that a uniform is an integral part of a marketing program. When planning updates to employee uniform designs, however, both veteran owners and newcomers may wish to consider a variety of factors that impact how effectively a uniform markets an organization.

Uniform rental companies provide assistance to customers that goes beyond simply providing new uniforms, picking up dirty uniforms, washing them, and delivering clean ones. They help customers select styles, fabrics, and colors that convey the desired business image to everyone who sees uniformed employees.

The Uniform and Textile Service Association (UTSA) is an international trade organization representing these firms. UTSA recommendations for uniform design and development for maximum marketing impact include:

  • Design on the basis of safety and functionality concerns first. Textile service providers have up-to-date knowledge of the latest textile developments and technologies and how they will perform under various conditions. For example, high-performance fabrics now available for uniform applications wick away sweat and moisture and may be ideal for busy restaurant servers. These new textiles also have the softness and breathable qualities that active workers prefer, and excellent soil release properties that enable them to look like new after laundering. They also resist wrinkling, keeping servers looking neat. And the new fabrics’ durability make them cost-effective, because they hold up well with intensive laundering and wear by physically active workers;
  • If you use a professionally- designed logo on uniforms, make certain that all logo colors and background colors are consistent with the same colors used in other materials, such as menus, wine lists, carry-out bags, signage, towels, etc. This consistency will help your organization reinforce its image;
  • Uniforms with varying textiles and designs, but with common color themes and logos, can be planned for workers in widely different occupations within one company. For example, a bartender standing in one area that receives a lot of cool air from the air-conditioning system may need to wear a heavier fabric or longer sleeves than cooks standing over hot stoves or cleaning personnel on duty in guests’ rooms. You may wish to have front-desk personnel in more business-like attire than other employees. A textile service provider can help you develop a complete uniform program that meets the needs of different workers economically;
  • Remember that proper fit and state of repair also impact the appearance of uniforms. When you rent your company’s uniforms, uniform rental professionals expertly measure and fit each of your employees. Professional garment replacement and mending, staples of a rental agreement, will ensure that uniforms are maintained in an appropriate manner. When your company’s uniforms work effectively to sell your business, you are getting the greatest possible benefit from your investment in them.


Jennifer Kellar is coordinator of public affairs and marketing at the Uniform Textile and Service Association. She can be contacted at kellar@utsa.com.

Release date: 04/25/2005

Contact: Jerry Martin, V.P. of Sales & Marketing (949) 250-4850 ext 275

Source: Lodging Hospitality Magazine, May 2004

By: Jennifer Kellar