Uniforms Help Project Image

In the second season, episode two, the task was to work with the Ciao Bella Gelato ice cream company to develop their own ice cream flavor. Then each team sold their creation.  Mosaic had the greatest profits and won the task.  One important ingredient to the men of Mosaic’s success was the way they dressed.  They wanted a classic ice cream parlor look.  Fortunately, Raj had bow ties for everyone.  In the boardroom, Trump stated that the men looked better relatively in terms of their dress, and that dress was a part of business.  Trump said, “You can look good, you can have a proper uniform on, and you can kick ass,” while letting Ivana know that looking good did not necessarily mean short skirts and halter tops to show off sexuality.

Later, George told losing team project manager, Ivana, that it did not look as though she looked at how the team looked.  He told her that the team dressed anyway they wanted to, in any type of outfit, and that they did not look professional at all.  When Trump asked about the men’s team, George told him, “The men looked very professional.  They had bow ties and were uniform.”

            Clothing was discussed in an earlier chapter, and as Donald Trump pointed out, dress is an important part of business.  In certain businesses, uniforms should be considered as the clothing style because they provide an opportunity to advance an organization’s brand image and present a professional image to those the employees interact with.  George pointed out that the men were uniform and looked professional.  Uniforms as attire should be a consideration for any business where employees interact with consumers.

            J.D. Powers and Associates conducted a survey that was commissioned by the industry trade association, the Uniform & Textile Service Association (UTSA).  The survey was titled “Customer Perceptions of Uniforms in the Workplace,” and it supported previous findings and literature on the psychology of clothing and uniforms that suggest that uniforms elicit two responses in customers.  First, uniforms transmit an image of positive personal attributes related to the uniform wearer, and second, employees in uniforms are perceived as a symbol of the company’s brand, and therefore advance the company’s brand to the customers.  The survey showed that customers prefer to do business with employees in uniform.  Additionally, they feel more confident in the quality of the product or service when dealing with employees in uniform.  The survey showed that uniforms can be a deciding factor for customers when choosing a company from whom to buy. 

            A great benefit for the consumer is in identifying appropriate personnel who can provide assistance or service.  A uniform makes it much easier to identify who to go to for help.  In addition, consumers prefer a clean, consistent image.  Uniforms can assist with this image.  When a uniform matches the consumer expectations for the specific setting, increased sales of products or services will result.

            Attiring employees in an appropriate uniform can influence buyer’s choice of service providers.  In the survey, consumers judged employees in uniforms to be competent, knowledgeable, attentive and courteous.  Consumers felt that the product or service was of higher quality when employees were wearing uniforms.

            During episode thirteen of season two, Jennifer M. came up with the idea for her and Sandy to dress alike.  They were the only two members of Mosaic and they wore red tops, denim skirts, and high heels.  Sandy commented, “It was like the M&M Sisters were born.”  This “uniform” helped the two outsell Apex’s three member team.  And the two did not just beat them, but sold almost double what the three person team sold.

            It did not hurt that the two were attractive women.  When the two walked out of Trump Tower , a guy on the street stopped and started.  Jennifer told Sandy , “We’re already getting the appropriate reaction.”  Sandy agreed and said, “Buy some candy from the eye candy.”  But the fact is, the uniformity of the outfits helped them stand out and attract business.  These uniforms offered a competitive edge in attracting and obtaining business.  The result was almost double the sales of a workforce that had fifty percent larger sales force.  The importance of uniforms should not be overlooked.

Dress is an important part of business.  In certain businesses, uniforms should be considered as the clothing style because they provide an opportunity to advance an organization’s brand image and present a professional image to those the employees interact with.  A uniform makes it much easier to identify who to go to for help.  Uniforms can assist with a clean, consistent image.  When uniforms match consumer expectations for the specific setting, increased sales of products or services will result.  No business should overlook the importance in uniforms and the competitive edge they can offer in obtaining, and keeping, business.

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