Selecting a School Uniform Provider
By: Thomas Shipley
For some school communities, uniforms are an important catalyst in alleviating the social and economic pressures put on parents and students by fashion-driven dress. A compelling case can be made that uniforms level the playing field, raise student self-esteem, contribute to school safety, and make economic sense. Additionally, schools are just beginning to explore and capitalize on the marketing potential of uniforms.
From my perspective, the school uniform business is defined by five attributes: quality, consistency, continuity of product, great service, and efficient delivery. A uniform program cannot get off the ground or be sustained without all of these components. Without quality products, the program will look run down by the winter holiday and your families will be disappointed that the uniform did not last through the entire school year. Without consistency and continuity, a uniform program looks…well, non-uniform. And, without efficient service and delivery, students might outgrow their uniforms before they even arrive.
Once a school community has decided to move into uniforms, they need a set of criteria to help them select a uniform provider. Here are some uniform basics schools should consider when making the decision to choose a provider and implement a successful program.
1. Once you make the decision, dive in completely.
A superintendent of a group of Christian schools told me that the “best thing” he ever did was put his students into uniforms. Initially, he faced great resistance from a vocal group of parents, which, as he put it, “tested his leadership and patience.” Ultimately, the uniform program changed the school’s culture by raising the level of respect, pride, and performance within the community. He attributes the success to fully committing to the program and his willingness to monitor the program as it took hold.
Once you commit to uniforms, you need to dive into the program completely. A partial uniform program (one that is neither mandatory nor with clear and definitive rules) sends a confusing message to families and opens the floodgates to a variety of interpretations. Moreover, it makes it difficult to achieve the benefits of a successful program.
2. Look for longevity and check references.
Don't underestimate longevity. If a school uniform company has been around for many years and has an established client list, then they are probably doing something right. I have seen dozens of new companies try to gain entry into the industry with unrealistic sales strategies. They tend to over-promise and under-deliver, which results in great frustrations for school administrators. Always visit the store of a potential provider to evaluate its condition and convenience and, like a good employer, check references and review track records. You would be surprised how many schools forego this very important step.
3. Look for a manufacturer.
There are two categories of school uniform providers: those that manufacture (or private label) and those that don't. Being a manufacturer affords the distinct advantage of being able to better manage inventory levels and guarantee quality control. This translates into a program that is in-stock and year-round when families need it.
In contrast, when a company has purchased products from a second-party manufacturer, deliveries are dependent on that vendor. Avoid the "middle man" and you will have direct accountability from your uniform provider.
Always ask for details of where and how a uniform company's products are made. If they cannot provide you with this information, pick another company. Beware of uniform providers that have never been in the actual facilities where they purchase their merchandise.
4. Choose one provider and leave it to the professionals.
Some schools ask about shared vendor programs and handling their uniform program internally. I advise against it. Ultimately, shared programs make it very difficult for a provider to prepare on behalf of a school, since they cannot anticipate how the business will be divided. Additionally, a shared program will always result in the mixing of brands. This means that your program could have noticeable differences in dye lots, quality, and sizing, thus undermining the integrity of the uniform program. In the end, mixed programs create great confusion for families and leave schools to sort out the problems.
Internal or self-administrated programs are capital intensive, take up valuable physical space on campus, and require diligent bookkeeping and inventory management. It would be fair to say that they are usually not worth the effort. This year alone, we have provided relief for half a dozen schools that were simply “tired of the hassles” of managing their own uniform program.
5. More is less.
Putting together a uniform program can be fun. One of the most enjoyable parts of my work has been sitting with schools and working with them to create a look that reflects their identity. Uniform programs become diluted – less uniform – when they have too many options, colors, and styles. We advise schools to start modestly and add items gradually. Schools will tell you that it is always easier to add items than it is to try to eliminate them from a program when families have already made a substantial investment.
6. Avoid fashion trends.
School uniforms are not high fashion. They never have been, nor should they be. That is not to say that school uniforms have to be boring, they don’t. We have schools that have programs that range from custom-print Aloha shirts to hand-sewn poplin dresses. The challenge of school uniforms is delivering a consistent product year after year. A school uniform company trying to be fashion-forward is like a dog chasing its tail; it will always be behind.
7. Not all polo shirts are created equal.
Take the time to really learn about the products your students will be wearing and if they are guaranteed. The old adage “you get what you pay for” holds particularly true in the school uniform industry. School uniforms need to last, withstand rigorous wear and washings, and hold their size and colors. They also need to be designed for growth and to complement all shapes of young people.
Ask your vendor what sets their products apart. If you get the line, “they are the same as everybody else’s, just less expensive,” then find another provider. A great uniform company should be able to clearly elaborate on the features of their line. You will learn quickly that there are vast differences between a $10 polo shirt and one that is more expensive. Put simply, the quality is markedly better.
8. Logos make it yours.
A fresh white polo shirt and crisp pleated khaki pants are great building blocks for a uniform program. Add your school’s colorful crest to the polo and there is no question that this student belongs to your community.
9. Look for a forward-thinking company.
If a uniform provider does not offer a customer service department, toll-free ordering, or secured online ordering where customers can place "real time" orders 24 hours a day with confirmation and delivery status information, then your school will be underserved. Let's face it, parents are busy and are not always able to shop during store hours. It is the uniform provider's responsibility to cater to your families, and not vice versa.
10. Beware of service programs that sound too good to be true.
Some school uniform companies offer service programs or rebates that can be helpful to schools. In fact, a great deal of cost goes into servicing schools well and providing high-quality garments. I know many schools administrators who chose a supplier based on large rebates and then were disappointed by the company’s delivery, quality, and service. Make sure that you completely understand the benefits offered. Is the rebate simply tacked on to the price of the garment? Or is the company providing lower quality service to compensate for the rebate? Always ask for a written description of your benefit program.
11. Don’t be afraid to sign a contract.
Sign a contract once you have selected a provider. Agreements are intended to protect both parties by outlining the expectations and limitations of the relationship. They also exist to provide a transparent view of how a company conducts business and serves the customer. A good contract reflects the highest level of professionalism and a commitment to providing you with the best service possible.
12. Choose a company you like, but also choose a representative who cares about what they are doing.
Finally, working with a school uniform company is a partnership. Schools need to have confidence that the person assisting them is offering sound, knowledgeable, and thoughtful advice and will always be responsive and accessible. I advise schools to choose a provider where their local representative is the same person that families will see in the store year after year. Interview the person that you will be working with, ask them if their company has a philosophy, and test their knowledge on the industry. Without question, a great representative who knows what they are doing can make all the difference in the world.
Thomas Shipley advocates for schools by providing support through his company, DENNIS Uniform, based in Portland, Oregon, www.dennisuniform.com. He has lectured or given presentations to nearly 700 private, parochial, public, and/or charter schools interested in learning more about school uniforms and how to implement a successful uniform program.
