Imagine the confusion if you boarded a plane and the cabin crew were dressed much like you. That said, branded clothes are more than a form of identification. The practice of dressing employees in uniform apparel originated in the Middle Ages when soldiers and servants attached badges to their clothing to indicate their rank or function.

Later, the wealthy of Europe adopted more elaborate costumes displaying the family’s coat of arms, known as livery, for their household staff, perhaps the earliest example of personalised branding. The first official use of a brand for commercial purposes was in 1876 when the English brewery Bass & Co. registered a red triangle as the trademark of Bass Pale Ale.

It is important to distinguish between clothing brands and branded clothing. Names like Dior, Gucci, Adidas, and Nike are known worldwide, and fashionable men and women take pride in displaying these famous designers’ labels. However, even clothing from a less well-known designer can have a similar impact when it reflects the corporate colour scheme and bears the distinctive emblem of the wearer’s employer. Today, branded clothing has evolved from a wearable indicator of identity into a powerful promotional tool.

Why Companies Favour Branded Clothes

Anyone inclined to believe that branded workwear is an unjustified expense and a luxury best suited to giant international corporations is in for a surprise. In practice, given the many desirable potential benefits, clothes that reflect a business’s corporate identity can be surprisingly cost-effective, even for a workforce of just two or three. The following are some of the main reasons so many companies have chosen to adopt this practice:

Unlimited Cheap Advertising: Every time an employee interacts with a customer or appears in public, the company’s brand is also seen, and this process will be repeated indefinitely, adding value with each subsequent exposure. Imagine how much a business would need to spend to equal that exposure with a conventional advertising campaign.
Increased Brand Recognition: Every business would like to become a household name. Simply attaching the company’s logo to a blouse, shirt, or jacket can reinforce and grow brand awareness, helping to promote repeat business and attract new clients.
Reassurance for Customers: Employees in branded clothes project an aura of professionalism that is reassuring to customers and helps gain their trust. By contrast, staff dressed in casual wear can often create a feeling they might be indifferent to their needs. Corporate colours and logos make a more positive statement, whether worn in the workplace or when visiting clients.
A Sense of Belonging: A uniform not only influences the perceptions of others but also affects those who wear it. Much like the distinctive strip worn by rugby and soccer players, it helps to promote the idea that the wearer is a member of a unified team in pursuit of a common goal and instils a feeling of pride. When employees take pride in their work, improved performance and productivity automatically follow.
Increased Confidence: Branded clothes are a symbol of affiliation. This visible sign that the wearer is part of a well-established and successful company can be a powerful morale boost for its employees, who, by extension, share its reputation and will, therefore, aspire to be the brand’s ambassadors.
Financial Assistance: In any occupation where a smart appearance is important, employees are often forced to invest heavily in formal wear, sometimes leaving those with a limited budget feeling inferior. By providing appropriately branded workwear, companies can reduce financial pressure on the workforce and staff rivalries that could threaten productivity.

Some Guidelines for Choosing Branded Clothes

Be guided by the following considerations when investing in branded clothing:

Quality: A cheap T-shirt with an iron-on logo will send a message but speaks of a company that favours margins over quality. A better-quality T-shirt with an embroidered logo costs a little more but provides the assurance of high standards and integrity.
Branding: For items that require regular washing, an embroidered logo will prove more durable than screen-printed or heat-transferred alternatives. These might be more appropriate for headwear.
Sustainability: Companies that promote sustainable manufacturing and materials will want the same guarantees when purchasing branded clothes.

These are just three criteria to apply when selecting branded workwear. If you would like to learn more, please don’t hesitate to contact us at XCO Group, South Africa’s foremost brand development specialist and supplier of affordable, high-quality corporate gifts, sportswear, and branded clothes.

Why Companies Favour Branded Clothes

Some Guidelines for Choosing Branded Clothes

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