Uniforms are used by many companies, who seek through them to convey their values and culture. While some are very conformist, others are more flexible. The image they return is not always the desired one. Back to these dress codes and their evolution.
Air France, a symbol of French elegance
The uniforms of Air France (the main French airline), especially for hostesses, were designed in 1945. It was the hostesses themselves who chose the Georgette Renal fashion house, which had designed a wardrobe of basic clothing for them: tailor , dress for the summer and coat. In 1962, the famous Christian Dior brand took over. The color becomes lighter in blue and the whole outfit evokes elegance and refinement. To modernize the outfit, several famous houses will in turn create models for Air France such as Balenciaga, Hermès or Nina Ricci. But since the 90s, the group has decided to give a common uniform to all its agents to strengthen its identity. For this, the brand called on Christian Lacroix“You can recognize among a thousand in any airport in the world an Air France crew. Not only in its colors of course, but in this inexpressible mixture of allure and style ”he evoked in an interview relayed on the site ohlalair.com.
Mc Donald, an evolution of colors
The famous fast food brand has always given uniforms to its employees. At first, she wanted to highlight yellow and red outfits in the image of their logo. The trend has declined to blue in France for some time, but Mc Donald has decided this year to change his uniforms once again. Unisex, totally gray outfits, designed by designer Waraire Boswe, have become more classic. Compared to the Star Wars saga, the uniforms were not necessarily well received by the general public, who found the monochrome outfits not sufficiently synonymous with cheerfulness and far from the attractive image of the famous Happy Meal.
Ikea, the uniform in Swedish colors
The Swedish furniture brand appropriates the colors of its employees’ outfits to the country’s flag, yellow and blue. Any employee working in the store must wear its colors in order to be directly perceived as a salesperson by customers.
Auchan, the red cardigan that attracts
The supermarket chain introduces as a uniform, a simple red waistcoat in the image of its logo. A decision that is not trivial: once again this bright color makes it easy for customers to spot staff. Mandatory safety shoes remain mandatory in stores. Conversely in offices, the group allows employees to dress without the traditional waistcoat, as they are not in direct contact with customers.
Fnac, a change of concept
Fnac, a store specializing in the distribution of cultural and electronic products, is also adopting vests, this time in black, more sober but with their logo drawn on the entire vest. “The symbols had to be aligned. The previous vest corresponded to the 80s and 90s. We surveyed employees for several months to find out their aspirations, ”explains Katia Hersard, director of marketing and the Fnac brand. These uniforms made in Max Haavelar cotton replace the old greens and yellows, not necessarily very glamorous, to make room for more aestheticism. This would allow employees to strengthen their sense of belonging to the brand.
Desigual, liveliness as a dress code
The Spanish ready-to-wear company recommends that its employees wear clothing designed by the brand itself (colorful sweatshirts, bright and patterned dresses) and for sale in its stores. “We have a wardrobe for the winter and one for the summer. Each time, three or four outfits are sent to us from Spain. »Informs Nathalie, head of the women’s department of the Parisian store, Boulevard des Capucines. When customers enter stores they may appreciate the new collections directly worn by sellers and may want to buy them.
Abercrombie & Fitch, style above all
The famous American ready-to-wear brand also plays on the desire to buy customers, it had built its strategy on its salespeople who, for example, had to wear open shirts, swimsuits, thongs, from the brand. Over time, the brand has allowed more freedom by allowing sellers to dress as they wish but always in line with the new collections. On the subject of the style of its salespeople Mike Jeffries, the brand manager comments: “People who look good attract other people who look good. We don’t want to hit any other target than this. ”
Disneyland, outfits for a magical world
Disneyland has distinguished itself from other amusement parks in part by the clothing it imposes on their employees. In this specific case, the goal is to make customers feel that they are entering a particular universe. Everything is centered around the corporate culture . The uniform depends on where you are in the park. Each dress is adapted and employees are not allowed to leave their area if they are in uniform. In short, if you are dressed in fantasy world themed clothes, don’t go to the Aladdin world part.