Uniformally unique: when corporate chic raises the style stakes

Uniforms are big business. Gone are the days of hotels and restaurants opting for bland and functional designs. Indeed, more and more hospitality establishments are willing to pay top dollar for edgier ensembles to dress their staff and earn themselves so

A growing industry

Uniforms have become anything but uniform. They are now considered as symbolic of a company’s corporate identity as other traditional branding channels. Enterprises, especially those within the hospitality sector, are sparing no efforts when it comes to their tailoring.

Golden Tulip, for example, has developed a ‘uniform catalogue’ for each of its portfolio brands; Royal Tulip 5*, Golden Tulip 4* and Tulip Inn 3*, along with ‘staff grooming rules and regulations.’ “These rules have to be followed all over the region,” says Salma Houki, regional executive housekeeper for Golden Tulip MENA.

Other outlets such as Babel restaurant, are revamping their outfits to create homogeneity across their domestic and overseas branches.

Faris Al Talhouni, COO of Modern Fashion Design, Jordan comments on the way in which an increasing number of hospitality establishments in the region are starting to realize how quality uniforms compliment their brand and boost their image. This has had the knock on effect of more elaborate designs with bigger budgets.

The drive in demand has had a significant impact on the uniform suppliers with Alex Alexandrian, sales manager for A & S Uniforms in Lebanon reporting a 25 percent increase in their sales figures to the MENA and GCC regions.

Restaurants and hotels

Hotels remain the most prominent market for uniform manufacturers. “Our biggest clients are hotels,” explains Al Talhouni, whose clients include the Four Seasons, Kempinski, Movenpick and Intercontinental.

However, the trend is shifting towards an increasing number of restaurants, especially more exclusive eateries. “With the new high-end restaurants opening all over the region, there has definitely been more demand for uniforms and stylish ones for that matter,” Al Talhouni continues.

Employees consent

So what about the employees in all of this? Seen to be the practical option, relieving the stress factor of deciding what to wear in the morning, uniforms are now embracing a greater number of staff members from varying organizational levels. As stated by Houki, all the hotel staff and heads of departments wear uniforms. “We believe that the staff uniform reflects the company’s image,” she says.

Some organizations dedicate extra care in making their uniforms even more pleasant to wear. The anticipated Summerland Resort Kempinksi Beirut, is currently in the phase of picking their uniform. “Our creation is designed in such a way that the employees are proud to wear them and thus feel as valued members of their respective teams,” reports Dagmar Symes, general manager.

Suppliers

It is quite clear that the market is dominated by local and regional players with very few European and American uniform suppliers active in the MENA region. Gilles Bragard, of the renowned Bragard manufacturers of uniforms, states that beyond the trade done with local suppliers, there has been a rise in the business done with producers from the Far East. Bragard has recently been sold to a Swedish company.

Kempinski has not yet selected the final supplier of its uniforms and has allowed all companies to pitch their ideas, according to Symes. “Should similar quality and presentation be received from potential suppliers internally and externally, preference would naturally be given to a Lebanese supplier in an effort to support the local economy. As Lebanon is the home of many internationally renowned designers, we would like this local creative environment to be reflected in the fashionable choice of our final outfits,” she remarks.

Several properties, including Golden Tulip, have the same uniform catalogue for all their outlets in the region. “But we have a local supplier for each country who needs to follow the catalogue with all the standards,” Houki says.

Designs & cuts

Quality, endurance, style, comfort and pricing combined, belong to the uniform checklist. Jad Kazan, sales and marketing manager for Babel restaurant, reports that the uniform’s shelf life is one year with overall design varying every two to three years.

Besides these preferences, the design factor is becoming more key. Al Talhouni adds that as players investing in the interior design of their properties, they are seeking uniforms that complement their style and color palettes. Al Talhouni further comments that they are also seeing a higher demand for slim cuts and slick fitted uniforms with purple, red and plum being ever more popular.

Uniform concepts for women have also been reconsidered, although this has differed from country to country and from one hotel operator to another. Trouser suits are more commonplace than before although a skirt option is often still required.

Speaking as a uniform wearer, Darren Andow, executive chef at Le Gray, Beirut reveals, “I am a very traditional chef when it comes to my uniform. The jacket has to be plain white, 100 percent cotton and it has to have a chest pocket, with my name embroidered on it. Black chefs’ trousers complete the appearance and, of course, my Birkenstock shoes.”