With so many touch points with staff, from check-in and concierge, to restaurants and cafes, cleaners and valets, uniforms are a key element of a hotel’s brand. As their interaction with the brand is extensive, lasting days or even weeks, each touch point contributes to the overall story in the customer’s mind. We help to ensure that story is a good one, and it’s an area in which we’ve become highly skilled – looking at the brand holistically and creating a consistent look, while catering to the needs of staff in varied roles.
In addition to considering their brand personality and the overall objectives in creating a uniform, hotels face the challenge of dressing staff in a wide variety of roles. Each of these touch points needs to fit within the overall brand identity, as well as being practical for the work being undertaken, making different roles identifiable to guests and reflecting different experiences. For example, check-in builds the expectation for the entire guest experience so check-in staff need to be dressed in a way that sets the scene – professional, competent, in control. But for a visit to the pool or the day spa, more relaxed attire will put guests at ease and allow staff to perform more physically demanding work.
The starting point for hotels is to break down all of the elements of the hotel, decide which staff require uniforms and what the brand should reflect at each part of the customer experience. The second step is to set a budget for each division, prioritising the areas that are most important for selling your brand. Sometimes it can be difficult to visualise how a multi-faceted uniform will look in real life, so it’s a great idea to get samples mocked up. That way you can be confident that each element is right for the specific role, and there is consistency across the uniform brand. This could be as simple as using a key brand colour the same way throughout the uniform.
The Uniform Edit has designed uniforms for large hotels, smaller regional motels and luxury retreats. On a major uniform project like the one we undertook for Marriott Hotel in Brisbane, we are skilled project managers capable of ensuring controlled and efficient development and rollout of uniforms for a large and diverse team. We delve deeply into each touch point for the customer and create a look for each division that really resonates with the brand, as we did successfully when building a uniform for Australia’s Luxury Lodge Saffire Freycinet in Tasmania. See more case studies here or view our gallery for inspiration.
Let’s change the way we look at uniforms. They don’t all have to be the same for everyone. Here’s what a modern day uniform selection looks like. It’s all about keeping staff style in-line with dress codes. It’s the navy hues that ties their look in as a team. #navyblue #youruniformyourstyle #fridaystyle
