Too Many Choices?: UniformMarketNews.Com

Why is it that uniform sellers today offer so many items in their catalogues or stores?  Is it to corner the market, or is it just to dazzle and overwhelm?   Do we really need all of this?

It is a known fact that the more choices a person has, the more interested and fascinated one becomes; at the same time, the fewer choices one has, the more likely one is to buy.  What is a seller to do?  Certainly, there are times when a huge variety plays an important part in selection.  However, there are other occasions when less is more--the narrowed selection becomes much easier for a person to handle.  Thus, rather than spending large amounts of energy trying to make choices, one's energy can be better spent making the actual purchase.  

The United States is known to be the world's greatest marketplace for choice.  The good news is that almost anything can be found here; the not so good news is that the multitude of choices makes getting through the morass of pickings quite challenging, and this confusion can eliminate the finality of decision.

Let's take the medical apparel business as an example.   It used to be that hospital personnel wore white, and in surgery it was light blue or a sea green.  These uniforms were symbols of medical professionalism, cleanliness, identity, and a kind of sanctity.  Color and style defined job description, and what to wear was a simple choice.  Then, it was easy.  Now, it becomes more of a fashion show. 

For a business to sell medical uniforms today,  there has to be an enormous investment in inventory:  Labcoats come in white or light blue--long, medium, or short in style; shorter counter/pharmacy coats are in multiple colors; women's, men's, or unisex; belted or not, side vents or closed, knit cuffs or plain, OSHA requirements or standard; rip-stop fabric, polyester, poly-cotton , or 100% cotton; with snaps, zippers, or buttons.

Scrubs come in women's, men's, and unisex, too, with sizes ranging from alpha to numeric.  If one gets past that, then there are sets or separates.  In addition to the fabric offerings mentioned above, these are also made in microfiber.

 

Scrub designs are made in snuggly jackets, short sleeved pullovers for summer, or long sleeved for those who get chilled. There are vests, skirts, the popular pants, and of course, the ubiquitous scrub top.  The top can be in a "v" or jewel neck, has a mandarin or straight bodice, ties or none at all, is empire or plain at the waist. 

There are prints and solids--a myriad of both: Darks, lights, peacefuls and brights.  Some have bias to contrast and accent; some are monochromatic.  Some have pockets, others are without.  The entire pocket concept in a scrub top is worthy of several hours' study: Upper pockets, lower pockets, slit pockets, patch pockets, thermometer pockets, stethoscope pockets and, of course the pockets can range from four to none.

The pants are drawstring, drawstring with elastic, or elastic only.  There are shorter ones and longer ones, flared bell bottoms and straight stovepipes.  There are one or two pockets in the back or not, pockets in the front or not, and cargo pockets on the thighs--or not.  Some have additional multiple pockets on each thigh, and there is a special cell phone pocket that is in high demand, too. 

These uniforms are terrific items for any medical care professional.  They are comfortable, easy to launder, and serve their purpose.  But is it all necessary for garments that are worn at most for a single day's work, and then thrown into a sanitizing laundry--usually with blobs of fluids that are spattered here and there?

   There are catalogues by the dozens and multiple styles.  There are manufacturers galore, and every one has its own set of designs, fabrics, colors, or prints. 

So what is a uniform seller to do?  Does he take the practical approach, pick a few styles of each in a basic colors and hope for the best?  Does he open a big-box store of medical apparel and stock racks and racks of various vendors and offerings?   What is the manufacturer to do in an attempt to satisfy each and every customer, when he makes all this merchandise in the first place?

One customer with whom we spoke, is in charge of a school for medical students.  She recently abandoned the big-box stores in favor of a small, mom-and-pop.  She said quite plainly that that she wanted her students to get a single color, a single style in a particular fabric, with the understanding that medicine was not about fashion, but science.  On the other hand, another customer felt just as strongly that if professionals had multiple choices and could feel good about themselves in their work apparel, then it would make all the difference in their job satisfaction.  So I leave it to you: Choose from a lot or choose from a few; there is room for both.  It's your choice...     

Measure Twice, Cut Once: UniformMarketNews.com

It used to be that no matter what we did, we had to do it better:  "Good, better, best; never let it rest--until your good is better, and your better best."  A manufacturer would smile contentedly as he finished an order and quip, "Perfect is good enough."  But, today, the stressed salesman snaps at his impatient customers, "We can give you cheap, quick, or good: Pick two.  You can't have all three!"  In today's world, guess which two most people pick.

Over the last few weeks, I have spoken with several companies:  One was doing ceremonial coats for a specialty group.  Five men with five unique measurements all fitting into size 5xl, one way or another.  Each was more specially shaped than the one before.  Directions were impeccable, fabric was magnificent, embroidery was superb, the pattern perfect. Cutters and sewing operators with years of experience were lined up to present these gentlemen with five perfect coats.  It was to be a collective work of uniform magnificence.  What happened?  Despite explicit instructions, their wives took the measurements, instead of the fellows going to skilled tailors.  Guess what? 

One guy had sleeves that came up to his elbows, because the back was too narrow by five inches.  One forgot that the abdomen doesn't disappear when the coat goes on, and his 59 inch stomach acted as a "front porch," left hanging between  his two 64 inch "side verandas."  Another gentleman's spouse didn't know where her husband's waist was, buried somewhere in his rotund figure; thus, the top of the coat looked like it had an empire waist, also about three inches too short at the hem.  The best is that the guys got the coats, didn't try them on, had them ornately embroidered for an unmentionable amount of money, and only afterward realized that the coats had to be trashed!

Then, there was the police department.  The secretary took down the specifics on this one, claiming she was an alteration lady on the side.  From our military uniform source, I surmise that her skills were very "on the side."  The coats were standard Marine Corps design, braided by hand with edge cord, all around.  In 100% wool elastique, they cost a pretty penny, as first class military coats do.  It turned out the gal had measured one fellow's coat three inches too long, and the entire coat had to be ripped out, cut down, re-lined, re-braided.  The pants for a different officer were criticized as being made far too small for his large, muscular thighs.  The salesman was told that his customer couldn't get the pants on.  When the officer was re-measured for new pants, his thighs were actually an inch narrower than originally thought; it was his seat that was two inches too small.  On it went...

A restaurateur complained that his 3xl gal was wearing a jumper and pinafore apron that were too short regarding the waist length, and asked the manufacturer if it would mind re-designing the pattern  to accommodate this woman's rather large bosom.  The manufacturer explained that an entirely new pattern had to be drafted, graded, etc., and that a custom pattern  for one uniquely built size 3xl would cost a fortune, suggesting an alteration lady, instead.  But no mind.  The gal was taken with a seizure of modesty, refused to get measured and as a result, the owner of the eatery sent the lady's old uniform to the manufacturer, with instructions to make her new uniforms just the same as the old but with a longer bodice.  How much longer, he couldn't say.  No one knows to this day.

Finally, there is the theatrical producer who needed Johnny-on-the-spot costumes for his dancers: Two weeks' notice, four different fabrications, three different garments per uniform to outfit the entire cast.  All were ritz and glitz, goods that were more slippery and clingy than skin on a snake, and so thin the garments couldn't be made up without fusing, lining, and heaven knows what.  Okay.  For skilled manufacturers of theme park attire, no worries, right?   But oop, when the stage manager gave the sewing operators their instructions, he forgot to reveal that there were two different styles of jackets rather than one; the wrong color fabric had been listed on the purchase order for one entire group of dancers (there were three groups); the fabric (which was really meant for flimsy bowties,  not coats and pants ) was 20 inches too narrow; he had forgotten to order one fabric, while short on the other three; and the fellow didn't include the custom-designed patterns.  Oh, yes, pant hem lengths were left out of the measurements, too.

So there you are.  Why accuracy matters.  Which reminds me, a well-known tailor recently came across a new tape measure that started at three inches, rather than at zero.  Have you ever taken a measurement that was three inches larger than the person's actual size?  Try it in your own business, sometime.  But    remember to measure twice, and cut only once.