It’s All About Image

03/14/2011

The workwear market is offering a “safe haven” in the otherwise turbulent apparel industry.

By R. Jane Singer

(Inside Fashion) - With sales of ready-to-wear still in the doldrums, the prospect of a sector that offers stable sales is very appealing. Previously in the shadows of the more glamorous, bigger volume fashion apparel sector, the uniforms and workwear market is stepping into the spotlight not only because demand here tends to be more consistent but also because more companies are putting their employees in uniforms. An estimated 138 million people in North America are wearing uniforms ranging from public service (police, military), personal protection wear to corporate image wear.

The North american workwear industry has estimated (wholesale) revenues of $9.9 billion, according to figures from Frost & sullivan. They estimate Direct sales revenues are estimated at $4.2 billion and forecast to grow at 2% to 2.5% per year until 1015. Rental revenues are estimated at $5.7 billion and forecast to grow at 3% to 3.5% per year until 2015.

“In many more organizations employees need uniforms to appropriately perform their duties, and regardless of the economy the uniforms need to be worn and also replaced from time to time,” said Richard J. lerman, President & CeO of the North american association of Uniforms Manufacturers & Distributors.

“The [uniform] market is more stable than fashion apparel because it is purchased on an ‘as needed basis’ rather than on impulse,” said Sanjiv Bhaskar, Global Director, Personal Protective equipment Markets at Frost & sullivan, noting that 2-3 percent annual growth was about average for this market sector. “Overall the market was not impacted by the economy. There was a decrease in the manufacturing sector and financial sector due to layoffs but the other sectors remained fairly stable.”

Where The Growth Is
The big growth opportunity lies in image apparel. Theoretically there is no limitation on the number of employees who will potentially be wearing at least one garment that ties in with their company’s image. 

Under the moniker of “imagewear” “career wear” or “corporate wear”, companies have been progressively discovering the marketing and branding benefits of outfitting their front line staff in apparel that enhances the company’s image. That can be anything from a head to toe outfit or a simple polo or T-shirt with the company logo, but it all contributes to making this an increasingly important apparel sector, that offers steady sales and potentially better margins.

Mr. Bhaskar defines the “uniform and workwear” market being comprised of three sectors: General workwear which is worn by both blue and white collar workers, Corporate wear which includes corporate apparel and image wear, and Uniforms which are worn by the public sector including military and police.

The hospitality industry has been a tremendous growth area for both uniforms and imagewear. According to Mr. Lerman, it can cost a hotel or restaurant five times as much to redecorate their premises than to outfit their staff in new uniforms or image apparel. “New uniforms can totally refresh the entire look of the establishment for a fraction of the cost of furniture and fixtures,” he said.

“In many companies the employees are the face of the business and have an impact on the impression a customer has of the company. Employee apparel should be casual or formal depending on the brand image of a particular business,” said Kristin Sharp, Director of Design & Merchandising at Cinta Corporation, a leading manufacturer of uniforms and corporate wear.

“Companies want their employees to look reputable, credible and professional,” said Ben Favret, President and CEO of Vestagen, a company which provides high tech protective finishes for fabrics that are used primarily in the healthcare industry.

Performance Factors
While image is important, performance remains a key factor in the uniform sector. Functional properties such as antibacterial, stain-resistance, moisture wicking and thermal regulating continued to find a receptive market here. 

While price remains a concern, manufacturers of workwear are continually seeking new innovations which will make their garments more marketable to their clients, said Mr. Bhaskar. Properties like moisture wicking and antibacterial top the list of desired functions. Durability, which makes the uniform more cost effective, is also important. “Lifecycle cost is very critical,” he said.

The environment in which the apparel will be worn must be considered. “If employees are working in a warm environment lighter fabric blends should be evaluated as well as utilizing garments with moisture wicking technology. Taking this into account will help employee morale and adoption of the new apparel program. An additional environmental consideration is the type of work being done. In labor intensive job functions the durability of a garment is essential,” said Ms. Sharp.

“Uniforms have been proven to enhance team pride and personal pride and communicate a message about the company to customers,” said Mr. Favret. “However there is also a psychological effect on workers of having a uniform that offers them added personal protection and safety, and makes them feel more comfortable when performing their job.”

We have heard testimony that employee performance, attitude and abilities significantly increase when they are more comfortable and their workwear is meeting the challenges they face in their functional responsibilities,” said Mr. Lerman.

“Further – these new fabric enhancements truly make all employees who wear them safer from disease. When workers have to perform in workwear that is uncomfortable, it does not allow them to move in a way they need to in order to best perform their duties. For obvious reasons without the appropriate image apparel they will not be able to service the company’s clients as they should with the smile and comfort we would all want,” he added.

Although it can be a slow process to get buyers to invest in fabrics that offer more function (due to the higher price) the market is becoming increasingly receptive to new developments that add value to the garment.

From Function to Fashion
While uniforms have their roots in performance and function, fashion is playing an increasingly important role. “There has been a major increase in focus on fashion sense in most programs. Even police uniforms have re-focused to become more pleasing to the eye as well as provide the high performance and safety measures required. Some of the best known names in fashion have been designing image apparel for organizations.” said Mr. Lerman. “For example we’re seeing high end plastic surgeons dressing their staff in far more fashionable medical image apparel to enhance the up market environment that they are trying to create in their offices for their client base.”

The newer more fashionable (and comfortable) workwear is helping overcome what was once perceived by workers as a compromise of their individuality. Improved fabrics with better hand, feels, stretch and other comfort properties as well as stylish new designs are helping workwear enjoy new found popularity.

“So while not “individual” these are the types of apparel programs that employees are both proud and happy to wear, while also projecting the professional image organizations wish their clients to enjoy” said Mr. Lerman.

The Greening of Workwear
Companies are taking their sustainable initiatives into their uniform programs and are opting for environmentally friendly apparel. 

“Many of our markets including lodging, healthcare and transportation are extending their environmental commitment to purchasing ecofriendly uniforms, without sacrificing design, comfort or durability. In our tailored product collection we offer a 100 percent recycled polyester suit that is made of approximately 25 recycled 2-liter plastic bottles, said Ms. Sharp. Cintas has also just introduced a new “Full Circle” closed loop polo. This polo is not only made of recycled fabric but can be recycled once the wearer is done with it. “This polo is made of 50 percent recycled polyester using recycled plastic bottles and 50 percent eco-charcoal which is developed from ground-up coconut shells. Each shirt saves six 20 oz. bottles from a landfill. The fabric is good for moisture wicking, odor elimination and blocking UV rays. At the conclusion of the garment’s life wearers simply need to return the polo to Cintas to be recycled,” she said. The returned fabrics are then broken down and developed into new materials. Cintas also recently launched its “Eco-Generation” scrubs made of 33 percent Repreve (from Unifi) recycled fiber.

In true ‘sign of the times,’ what once was an overlooked apparel category is now stepping to the front as a market leader – in terms of technical and design innovation.

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