Supermarket giant, Asda has pipped Home Bargains to the crown of boasting the most stylish staff uniform on the high street, according to leading fashion, branding and marketing experts.
From McDonald’s uber-cool Scandi minimalist threads, to Sainsbury’s sports-luxe feel and TK Maxx’s eclectic 90s hip vibe, channel marketing agency Boutique put uniforms across 20 of the UK’s favourite high-street names under the microscope.
The agency worked with luxury fashion stylist Miranda Holder and creative strategist Nicola Mawdsley to analyse which employee outfits are the most fashionable and which have the most brand and consumer marketing impact. Study criteria explored practicality, fit and colour scheme through to brand personality and how distinctive it is to shoppers.
Asda’s uniform came out top overall, largely due to its strong marketing identity, with Home Bargain’s stylish little number deemed the most cat-walk worthy.
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Fit for the runway, Home Bargain’s uniform was crowned the champion of fashion, followed by McDonalds and Wilko. After working with the likes of Little Mix and Boy George, Miranda scored it highly on practicality, fit, colour scheme and how on trend it was. She commented on Asda’s uniform: “The designers of this uniform knew the transformative power of embellishment, as seen by the eye-catching deep red piping against the muted teal of the anorak and the jaunty welt pockets adding a certain preppy feel. It looks really practical for the staff to wear, whilst not compromising on style.”
Miranda praised Wilko’s uniform as having “more fabulous unstructured and oversized influences, which are straight off the runways this season” and admired McDonald’s “slinky silhouette,” plus the “edgy palette of charcoals, gunmetal and black.”
Asda won the battle of the branding, with Primark and Marks & Spencer in second and third respectively. Nicola commented: “Asda’s uniform looks approachable and affordable, just like their stores. They use their brand identity well with a great level of green versus black.” Asda received high marks for all criteria, and was closely followed by the “totally recognisable” branding of Primark and the “focus on quality” exuded by Marks and Spencer’s uniform.
Boutique managing director, Simon Bollon, said: “Every touchpoint of a brand is important, and this research came from our gut feeling that so many brands have staff in pretty shocking uniforms. This research supports that but also highlights some winners who clearly understand the importance of a powerful image tied with employee happiness.”