Industry-leading uniform research with over 5000 consumers and uniform-wearing employees, conducted in partnership with World Retail Congress and Coventry University.
Your customer has already made a decision about you.
Within three seconds, your customer has decided who they want to speak to, whether they trust your colleagues and whether this business looks like one that will take care of them. All of it before a word is spoken.
Often organisations see uniform as a procurement line. This research reveals how investing into colleague appearance can drive measurable outcomes for your business.
Key Statistics
Some headline statistics from the research
What the research covers
The full analysis covering six sectors, consumer data and employee data, side by side.
- Where consumers expect uniform, and the sectors where that expectation is rising
- How uniform changes whether customers approach your staff, trust their advice and follow their instructions
- Generational cuts, including why Gen Z expect uniform in retail more than Boomers do
- What consumers want from a uniform, and the design decision that matters far less than most brands think
- How employees rate their uniform against other benefits you offer them
- The next steps for your uniform strategy
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Comments from Contributors
Before a Word is Spoken
Coventry University surveyed 2,573 uniform-wearing employees from more than 1,000 organisations between October 2025 and January 2026. The academic research was conducted independently and reflects the views of participating employees.
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