Has the career/uniform apparel landscape changed over the past five years?
Yes, the career/uniform apparel landscape continues to change and evolve. Through the last five years Edwards has seen an increase in distributor partners land uniform programs with their clients. What distributors are learning is that there is more business with their established client beyond selling hard good items. Understanding their uniform branded apparel requirements is a successful solution.
What’s trending today in garments targeted for uniform programs?
There are two new trends in career/uniform apparel for business programs. This includes the selection of business casual garments that are comfortable, easy to care for at home, offer stretch and can be dressed up by adding a suit coat or sports jacket. The second trend we are seeing is this concept of “building a wardrobe”. This is fast becoming an extremely popular trend for career/uniform apparel programs. What this means is associates are offered multiple options to create their uniform apparel that builds their wardrobe. For example, if the associate needs a uniform that requires 3 tops, 2 pants, and a jacket or vest, they will purchase 3 different color top choices, 2 pants (casual and dress) and 1 suit coat or vest. As long as they select from the garments listed in their corporate uniform guidelines, then it is simple for them to create a wardrobe that make them look great and feel engaged. Wardrobe building gives the wearer choices and makes the image of a uniform more appealing.
How can distributors successfully seek uniform business?
Distributors should start with clients they already work with. Ask them questions about connecting their brand with customers. Uniforms are a natural extension of their brand that many do not think about. They should discuss with them the advantages of uniforms for their staff that includes creating:
- A first & lasting impression with their customers
- Consistent imagery conveying quality products & services
- An immediate connection between staff and customers
- A friendly environment that lets customers know that staff is ready to assist them
- A unique brand that stands out from the competition
- Employees who look good, feel engaged and ready for work
Working with clients that are familiar with the distributor makes it easier to begin the journey of developing a career/uniform apparel program with them.
Uniforms make me think of dated styles in fabrics that are heavy and not comfortable to wear. Tell me what is new in uniforms today?
Today, new garments for uniforms are stylish, cutting edge and provide versatility for the wearer. Gone are the days of dated styles in heavy fabrics. Today, fabrics must be lightweight, offering stretch and performance features. Lastly, the garments must be easy to care for with home laundering that doesn’t require an iron to get the wrinkles out. Recently Edwards introduced our Optical Heather polo for men and ladies. The fabric is super soft and has a heather richness in its color. The styling details enhance the look and the fit is tailored, meaning that the garment fits closer to the body vs. traditional polos. These two styles can be worn as business casual to work or if versatility is required by adding a sporty blazer or suit coat, they will be the perfect solution.
Tell me how a distributor for Edwards began selling career/uniform apparel programs.
Recently an Edwards’ distributor told me that they’ve worked with a local hotel property for years to provide them with in-room products (pens, notepads, coasters). When they were in servicing their client they happened to ask about their housekeeping uniforms. The property manager told them that they were indeed looking for a new source and that they use a decorated polo and housekeeping pant. The distributor said that they had a number of new styles that may be just what they need and set an appointment to return with some storyboards to review. The end result is that the distributor received the uniform sale and with the help of Edwards they were able to get the selected garments decorated and drop shipped directly to the hotel property within a week.
The take away here is the distributor would have never received the order if they didn’t ask about it. My recommendation is to never underestimate the relationship that you’ve built with your clients. It never hurts to ask them about their career/uniform apparel requirements. Then work with Edwards who can guide you through the process.
