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corporate’s identityandculture.
Corporate fashion isdesigned
tocommunicate themessageof
theorganizationandadds to its
marketingefforts. Theyusually
carrybadges and logos to show
theemployees’ functionand
rank.
In recent years, uniform fashion
hasdevelopedeven further.
Fashiondesignersnowwork
closelywithexecutives to launch
a line that contributes to the
brand’s imageand identity. Such
examples includeGiorgioArmani
forAlitaliaairlines, Valentino for
the ItalianpoliceandEmilioPucci
amongmanyothers.Not only
didairlinecompanies take to
the trendbut alsohotels. Some
luxurybrands collaboratewith
local designers tocreateanoutfit
that is culturallyevokingand is
a representationof thehotel’s
status. TheCairoMarriottHotel
uniforms areheavily influenced
by thehistoryof thepalaceand
royal times;whichadds avisual
element to theexperienceof the
guests at thehotel.
A simple stylishuniformattracts
newcustomers andgives
an imageof professionalism
and trustworthiness. It also
guarantees that all employees
represent thebrand in thebest,
most accuratewaypossible.
On theother hand, it helps
employees relate tooneanother
and saves thehassleof picking
anoutfit everyday. Today the
rangeof uniforms isevenwider,
someappeal to theyounger
generationswith t-shirts and
sweaters that arebrandedor
embroideredand follow the
corporatecolours. Depending
on the industry, theuniformcan
be luxuriousor comfortable. The
approachhas changed since the
uniformwasfirst introduced; it
hasbecomemoreabout relating
to thecustomer, providingan
air of comfort andeliminating
fashion fauxpas.
While somemayargue that
theuniform is a restrictionof
personal freedomanda subtle
indicationof slavery; noone
can reallyargue that some
employees, if left to their own
devices,will completelynegate
thebrand’s image.
Not everyprofession is suitable
for uniformattirebut thebigger
theorganization, themore
responsibilityandpressure to
lookasprofessional andneat as
possible. Besides,whowouldn’t
enjoywearingacustommade
designer outfit everyday?At
least thegoodones…
LufthansaOutfit
VenetianPoliceUniform
AlitaliaCrew
