fit check time

good mornin’ merrymakers,

writing about how spirit halloween nails the pop-up store game with their costumes got me thinking about a part of retail that’s like a year-round costume party:

employee uniforms.

the best brands treat their #ootd (out of the day) like an extension of their store. think branded head-to-toe looks, creative color plays, & fabulous flair.

these uniforms help unify a store’s vibes.

then there’s the classic all-black uniform 🙄 i get it, it’s easy & black hides stains. but at this point, it’s boring, overdone, & honestly impractical for my friends in hot places. to me black-on-black gives eulogy, goth, & hiding employees in the shadows energy.

today we’re unzipping how to better than that.

uniforms are a ridiculously simple yet often underrated retail strategy!

uniforms by the numbers

sharing stats to set the stage:

• global employee uniform market is valued around $65B, with $12.6B in the us

• retailers spend on average $200 to $500 per employee on uniforms each year

• 94% of consumers prefer staff to wear uniforms because they’re easier to recognize

• 75% of consumers agree that uniforms make employees appear more professional

• wearing a uniform significantly increases professional pride, positive self-evaluation, & group cohesion.

• well-fitting uniforms make employees 22% happier & more confident at work

by now, it’s clear i’m a big fan of uniforms in stores. but, fun fact, i’m also a big fan of wearing uniforms myself. i spent 12 years in an admittedly uncomfortable school uniform (pic below for proof). discomfort aside, it saved me so much time & stress growing up. sometimes, simplicity is everything!

color me branded

these modern-day retail "costumes" do way more than signal who’s on staff.

they create characters, build brand vibes, help employees become part of the experience. some do this better than others.

what’s wild to me is that food & beverage brands are way more creative with their uniforms than fashion brands. like, how? should’t the fashion world be leading the way? make it make sense…

let me back this up with a quick rundown of how brands usually handle uniforms.

first up, many “claim” a signature color or pattern with their shirts to make a statement:

• apple’s blue shirts

• target’s red shirts

• trader joe’s hawaiian shirts

• ups’s brown button-downs

• foot locker’s referee stripes

• warby parker’s navy shackets

• ikea’s yellow-and-blue striped polos

next up are the brands that go all-in with full-body ‘fits:

• flight attendants (let’s be real, no one does “full look” quite like them)

• glossier’s pink jumpsuits

• hooters with their, uh, very specific look…

& finally are the brands that dress their employees head-to-toe in their own products. think lululemon, alo, zara, & urban outfitters. honestly, genius.

why not turn your team into walking billboards?

it’s free advertising

& sometimes creates customers too as many brands require employees pay for their fits, albeit at a discount.

just don’t go too far a la 2000s abercrombie & make your employees' bodies part of the uniform. that questionable strategy landed them in legal hot water. recommending watching the fascinating documentary, white hot: the rise & fall of abercrombie & fitch, to learn more.

accessor-ee (ee= employee)

a full fit can be expensive, so accessories are the next common approach. they might seem like an afterthought, but they can seriously elevate & tie the whole look together.

the most common accessory is aprons.

a classic go-to & nearly every color of the rainbow is already claimed by a brand (though weirdly, pink’s still up for grabs).

• red at costco

• orange at home depot

• yellow at lego

• green at starbucks

• blue at build-a-bear

• violet at spirit halloween

• white at auntie anne’s

• tan at aesop

the second most common is vests.

the ultimate “i’m here to help” piece. whether it’s walmart’s blue, lowe’s red, or rei’s earthy green, vests give that practical, approachable vibe.

& then there are the more unique, unexpected touches:

• lululemon’s red everything belt bags (that practically store everything)

• victoria’s secret measuring tapes (that make no sense & seem like a hazard)

• in-n-out’s & krispy kreme’s white paper boat hats (that customers wear too)

• sweetgreen’s green caps & hair wraps (that are way better than hair nets)

• usps’s sun helmets (that are very practical & nostalgic)

suit up, stand out

yes, uniforms are like grown-up dress-up, but they’re also key to transforming employees into true brand ambassadors. your team should feel like they’re part of the brand’s story—and trust me, customers eat that up (see stats).

here’s how to elevate your uniforms:

1. offer options: let employees mix it up. one-size-fits-all doesn’t inspire anyone.

2. focus on functionality: flair is fun, but don’t sacrifice practicality. uniforms should work for your employees, not against them.

3. match your brand story: uniforms are a huge part of your visual identity. make sure they reflect your vibe & values.

4. invest in quality: cheap uniforms look... well, cheap. employees are way more confident when they’re comfortable & not itching.

5. *bonus* rotate seasonally: keep it fresh with updates for seasons or promos.

in a world where people are wearing "real" clothes less & less (myself included) employees’ uniforms are an easy way to make visual impact. they help set the tone, build brand recognition, & create an immersive in-store experience.

mplus a well-thought-out uniform boosts employee confidence & connects them to the brand. this translates to a better customer experience.

in uniforms we trust!

p.s. will you pretty please show your support for me & merry makery by clicking on today’s merry partners, agora & adquick 👇️ this helps me afford my coffee addiction