Uniforms more relaxed, customized and practical

By Marni Andrews
Despite one of the toughest periods in memory for anyone in the business—in Canada occupancy levels fell from 63 per cent to 58 per cent in 2009—uniforms are still critical to the hotel industry, says Tony Pollard, president, Hotel Association of Canada. He says the public is looking primarily for staffing and service from a hotel experience, and uniforms are key to fulfilling that need.

Pollard says that hoteliers have been looking for three things in the economic downturn: cash flow, cost containment and opportunity. It is in the latter category where uniforms can offer an edge to the fashion-forward guest in today’s celebrity- and brand-obsessed culture. Designer uniforms have been in the news for several years. In L.A., arguably a centre for coolness, there are numerous examples of hotels that have gone this route for their uniforms. Diane Von Furstenberg’s dresses for women staffers at the Hollywood Roosevelt, luxury knit line St. John’s and their blue and beige pants and sweater sets at The Peninsula Beverley Hills, and the Sofitel Los Angeles’s uniforms designed in consultation with Parisian couturier Jean-Charles de Castelbajac.

In San Francisco, Sofitel used designer Brad Elias to achieve an edgier, hip style more in line with the city by the bay. In Australia, designer Peter Morrissey designed new uniforms last year for Accor’s Novotel chain. His colour palette of dove grey, caramel, hazelnut and white coordinates with Novotel interior colours for a coordinated look.


More relaxed lobby apparel

More and more hotels are breaking from the traditional lobby scene and that is leading to fewer conservatively-dressed guest service agents (GSAs) “barricaded behind a counter,” according to Dr. Gabor Forgacs, assistant director, School of Hospitality and Tourism Management, Ryerson University. The revolution started with the introduction of check-in stations and check-in alternatives through the web and mobile phones. This has led to a more relaxed approach to staff appearance. W Hotels accelerated the trend by dressing GSA’s all in black and giving them cordless headsets.

At Deerhurst Resort in Huntsville, ON, the front desk team uniform was recently upgraded to an all-black shirt and pants outfit, says Anne White, director, communications. She says it captures the major uniform trend toward “simple and more sophisticated” as well as the move toward a monochromatic top and bottom.

“Dark tops are generally easier to maintain crisp and polished than a white shirt, and [the monochromatic look] is more flattering than a [two-colour] uniform combination that cuts people in two,” says White, who also suggests road testing new uniforms before committing to them by trying them on, crumpling the sleeves, sitting down and generally moving around in them.

Deerhurst is exploring the use of niche suppliers such as the resort’s golf wear providers and a local custom design company that already supplies their on-site retail outlet. The resort’s golf staff cost share their uniforms with the resort. The expense is split based on a discounted wholesale price provided by some of the resort’s preferred partners such as Adidas and TaylorMade, explains White. Employees keep their uniform at the end of the season with the non-subsidized portion deducted in small amounts from employee paycheques. Employees end up with top quality branded apparel they can wear to work and beyond, while uniform replacement becomes less of an issue since employees take good care of something they think of as “real clothes” in which they’ve invested.


Employees prefer uniforms

“Employees prefer uniforms,” says Mark Halberstadt, owner, Faster Linen Service Ltd., which provides laundry services to the industry. “They save on home laundry as well as on clothing replacement.”

Halberstadt says that executive chefs in particular prefer something different; and they want a quality ID on their coats with their names. “These guys are make it or break it for their hotels.”

The "Eva" uniform design from Town & Country

Duane MacNeill, director of business development for San Jamar Chef Revival, says it is important to remember the laundering process when sourcing uniforms and related accessories. He recommends carefully selecting products to ensure they can handle the cleaning cycle.

“Sometimes the shiniest and brightest may look good out of the bag but once it’s on the line can let you down. Make sure you test the garments; ask your supplier to provide a sample or two to put through the paces,” he says. “I believe longevity is always the better approach.”

At Mexico’s Velas Vallarta Suite Resort and Convention Center, the hotel sells its non-traditional female staff uniforms, designed by Melin Castro, for approximately US$200. The fine linen pants and loose tunic come in black or white and feature elaborate, hand-embroidered beading. If it’s handled well and doesn’t take a lot of resources, selling uniforms back to the public has the additional advantage of being another revenue source.

While designer uniforms have cachet, they can also fall down on the job unless designers remember that most staff do not have runway bodies nor is it advisable for staff to blend so seamlessly with trendy guests that guests cannot tell who is staff and who is not. This was the problem at L.A.’s Sunset Tower a few years ago. Staff were so well dressed in their Ted Baker-designed uniforms that clientele could not distinguish them from fellow guests.

“I don’t mind the cool colours and styles in uniforms, but I want an employee to be distinctly differentiated in appearance—and to act like an employee too,” says Forgacs of Ryerson. “I don’t want a buddy-looking person handling my request for a hypoallergenic pillow as I am not asking for a favour. I am a paying customer needing service.”


Footwear can be individual

Shoes are an easier part of the uniform to customize—giving staff the feeling of designer cool but without loss of staff identity. Brooklyn, New York’s oh so trendy Hotel Le Bleu, teamed up with action sports shoe powerhouse Vans to outfit employees in two different shoe styles. They’ve gone outside the box with uniforms as well, with a beatnik skateboard look of white dress shirts worn loose and paired with zip-up cardigan sweaters.

At Ace Hotel New York, the trendy staffers wear urban lace-up boots by Doc Marten and canvas sneakers by Chuck Taylor. The ultimate in uniform approval is when the guest wants to buy it and take it home. This is happening at the Ace Hotel in Palm Springs, California, where management developed their own signature branded sneakers with quick-drying mesh material made to breathe in the desert heat. They are available for sale paired with a tote for US$85.

Skechers footwear can be highly individual

Skechers USA Canada Inc. marketing coordinator Cris Alcantara has not seen much effect on sales due to the downturn, but he says that focus is strongly on the basics: black leather footwear. Most hotels require all-black footwear as part of their dress code, says Alcantara, and it’s easy to maintain and clean. Additionally, hospitality workers tend to be lower wage earners so are looking for best value in footwear.


Economic considerations

Imprint Plus magnetic-backed name badge

Christine Blackwood, president/founder of Blackwood Career Apparel and Essentials, introduced a budget-inspired Econo line after jackets “priced at $13 and $14” started coming into the market from China. She says the line has been well received over the past six months with hotel purchasing departments focusing on cost efficiencies and streamlining. Blackwood says that purchasers are trading off longevity for savings to get through the economic downturn.

“Customers should look at uniforms as an investment,” advises Rae Downing, executive assistant, Town & Country Uniforms Inc. “If you buy quality, the uniforms will be more durable and in the long term you will save money. It is always a safe bet to order black uniforms as the colour is classic and never goes out of style. Customers are focusing on purchasing accessories to give uniforms a new look. It is much more cost effective to switch to a new tie to freshen up your look than start a whole new uniform program.”

Marla Kott says she is listening to her hospitality customers more closely since the recession started. The CEO of Imprint Plus, which invented the magnet-backed name badge, notes that “hospitality customers are reviewing every product purchase in depth and managing every detail way more than they used to. We’ve noticed our hotel and resort customers running tests and making purchasing decisions based on bottom line impact. Durability and quality have moved to the forefront of people’s minds.

“Last year hospitality decision makers were hesitant to move forward. This year, they’re feeling a little better – cautiously optimistic, I would say. People who were looking at us last year are finally putting us in the budget this year,” she added.


Local culture and traditions

Canada Goose down-insulated outerwear at Fairmont Mont Tremblant

Fairmont Hotels & Resorts tries to reflect the local culture and traditions of each of its 94 properties worldwide when it comes to selecting uniforms, says Andrea Torrance, vice-president of rooms. The Fairmont Singapore has outfitted its 451 frontline staff in F1-inspired uniforms to reflect the return of the Singapore Formula One Grand Prix. The chain partnered with Canada Goose, the manufacturer of down-insulated outerwear, to supply parkas for all customer-facing employees at its Canadian properties as well as U.S. properties in Boston, Chicago and New York. All Fairmont President’s Club members globally will also be offered Canada Goose product options as part of their benefits.

Delta Hotels and Resorts also tries to reflect in their uniforms both the hotel’s aesthetics and the different communities in which their properties are located, says public relations coordinator Margaux Lee. There are no national standards in place currently for uniforms at the chain.

“Our hotels typically consider a change in uniform style when undergoing a major renovation or when we’re opening a new hotel altogether,” says Lee.

During the two weekends in winter when Deerhurst Resort near Huntsville, ON hosts the Canadian National Hockey Pond Tournament, front desk colleagues and many others working to support the event pull on Deerhurst-branded hockey jerseys over their basic uniform. It sets the tone for those weekends from the time the guest first walks through the door. It’s a great example of a uniform working hard, working overtime even, to send a professional image, identify employees and reflect the brand of the individual property.