Identity Signaling and Uniformed Employees

A new study in the Journal of Consumer Research explains how uniform manufacturers can increase sales to businesses. It’s all about identity signaling.

According to research carried out at UPenn and Stanford, consumers are conditioned to recognize colors and logos that have been marketed during branding campaigns. When consumers then see the same colors and logos on uniformed personnel, they associate the employee positively with the company they represent.

By gender, here’s the percentage of consumers who believe uniformed employees improve business image:

  • Men 66%
  • Women 75%

Share this data with your uniform manufacturing clients and suggest a new direct contact marketing program to help them win more business.

[Source: UniFirst press release, October, 2008] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.