Dressed for success: upscale employee apparel makes a comeback.

A year from now, in early 2006, Delta Air Lines will roll out a new line of uniforms for its flight attendants, gate and ticket agents, and other employees who will have direct contact with the public. Interestingly, the uniforms' design will be the work of Richard Tyler, the famed designer whose dresses and elegant evening gowns have been worn by the likes of Julia Roberts, Catherine Zeta-Jones, and Sarah Jessica Parker. The program--intended to create a classier, more sophisticated look for Delta's workers--is one of many recent trends that have indicated a renewed appreciation for the upscale when it comes to employee apparel, particularly in the hospitality segment.

"Corporate casual is getting beaten to death," said Mario Peretti, vice president of corporate sales for New Jersey-based RLP Uniform. "Everything was going more casual for several years, but now uniforms are going more upscale."

Kevin Ross, vice president of S&H Uniforms, agreed. "Career apparel is getting extremely popular, with many hotels and restaurants wanting to go back to a dressier look," he said.

Rethinking Corporate Casual

"In the mid-1990s," explained Mark Leahy, national marketing manager-lodging for Cintas NASD, "the business casual work environment was prevalent. As technology and dot-com companies came into play, they brought with them the casual environment, which in turn resulted in business casual attire becoming the dress code of choice spreading throughout America." So, in keeping with its tradition of staying in step with the rest of society, the uniform industry rushed to integrate elements of the corporate casual culture--namely, the ubiquitous polo shirt--into a wide array of service-related jobs.

That, however, is beginning to change. Leahy added, "When the dot-com bubble burst in the early 2000s, corporate America slowly began gravitating back toward a more formal work environment. While suits and ties are not necessarily the norm, a dressier, more formal form of business casual has come into play."

The formal look can be easily implemented into an existing uniform program with the addition of a few basics. A polo or golf shirt, for example, can be dressed up with the inclusion of a blazer. The key, however, is in balancing cost with utility. "You can buy a blazer for anywhere between $50 and $400," RLP's Peretti said. "We suggest to our client's that they go middle of the road, because there's no reason to spend a ton of money on something that will be used to do work in."

Another option is replacing simple collared shirts with buttoned-down shirts, though it doesn't necessarily have to be an Oxford dress shirt. "Instead of using a golf shirt, swap it out with a bowling shirt," Peretti added. "Anything that will help create a dressier appearance."

In RLP Uniform's Ultimate Collection product line for corporate apparel, the company offers a complete collection of blazers, suit jackets, slacks, vests, cardigans--even tunics--that can be mixed and matched to fit any specific look. "All of our clients are paired up with an account rep, who will go through and get a feel for what the client is looking for." Over 100 top brands including Geoffrey Beene, London Fog, and Perry Ellis offer products in the Ultimate Collection line.

Over at S&H Uniforms, "we manufacture all our own clothing," Kevin Ross said. "We carry a complete line of neckties, Oxford shirts, and complete suits. For women, we carry everything from blouses to skirts and pants."

For jobs that require making the first impression with members and guests, there is no reason to fear going with the full suited look. "Suits are pretty basic," Peretti said, "The average suit will cost around $125."

Streamlined Style

Avendra, a professional procurement service company, works with 4,300 hotel and club properties to negotiate contracts for a wide variety of products and services from around 900 vendors. When it comes to uniforms, Avendra currently maintains a preferred supplier agreement with Cintas, one of the nation's largest uniform suppliers.

"Properties are definitely looking for uniforms that are clean and modern, yet sophisticated," said Sally Martin, vice president, procurement for Avendra. "Neckwear is coming back, and black is still the standout dominant."

Even with the shift from casual back to upscale looks, there is still a premium placed on comfort. "Customers are still looking for pieces that stretch and provide a clean styling," Martin said. "Microfiber shirts and pants that provide a flat, slimming appearance are also very popular. Tailored looks in general seem to be in."

To present an even more polished appearance with suits, consider using nametags instead of embroidery. "Company badges really give a crisp, finished look," Peretti said. "They work better than embroidery in many instances --particularly with three-button lapels, where the embroidery would end up being hidden." There are also more practical reasons to consider using nametags, according S&H's Ross. "Badges work well for security-related reasons, knowing who people are at all times," he said.

"People are getting away from logos on jackets in order to save money," Peretti added. "They tend to dim out before the jacket does, and that will reflect poorly on an employee's appearance."

For those that do use embroidered logos, however, long-sleeved shirts provide more options of where to display the logo. On an Oxford shirt, for example, a logo may be placed on the cuff as opposed to the pocket.

The process of implementing new uniforms is, according to Avendra's Martin, done more on a department-by-department basis as opposed to complete, across-the-board overhauls. Furthermore, there is pretty much an even split on the number of properties going with catalog items versus customized options.

When planning a uniform program, perhaps the best form of research is looking at how the club's members dress. From the military-inspired looks of the WWII era to the corporate casual apparel of the late '90s, uniforms have always looked to mainstream society for inspiration. A club's uniform program should be a familiar reflection of the members' tastes and style--making them feel comfortable in their home away from home.