One of the ideas floating around our Idea Lab today involved salon uniforms. The idea came about from Delta that just completed its brand positioning from Northwest.
All former Northwest planes now feature the Delta logo rich in blue and highlights of red. The flight attendants sport the Delta uniform which is several steps higher in professionalism than the old Northwest uniforms. Music is played in the cabin during boarding. Coach class is served peanuts and cookies. But back to the uniforms.
Why do flight attendants where them? Better yet, name one professional industry that doesn't utilize uniforms. From doctors and dentists to chefs and cooks to hotels and rental car agencies, the list is lengthy. No wonder Cintas does such a great business.
How would you feel if your doctor wore jeans and an Old Navy T-shirt? How would you feel if you checked into a Marriott and the receptionist was wearing a work-out outfit with Nike shoes? How would you feel is the captain of the Delta airplane was wearing a Jimmy Buffett sweatshirt?
Police, fireman and even mall security guards all wear uniforms for a reason. We respect people in uniform. We trust that people who wear a uniform are professionally trained and competent. We feel safer.
So back to my original question. The salon industry is the only one that comes to mind. High end spas and signature salons use uniforms. But for the 90% plus of salons out there, the uniform is mostly up to the person that works the salon to wear something decent. Some salons invoke the "all black" rule.
Front desk personnel seldom wear a uniform or name badge with the logo of their salon. One test would surely prove that when a uniform was used, retail sales and advanced bookings would increase substantially.
Why not uniforms? Good question. Is this something worth testing? Does this idea have merit? I think so.