His and Hers/The Gender Gap: UniformMarketNews.Com

There are more women in the world than men, and women live longer than men.  In some parts of the country, there are more female business owners than male.  There are more women in college than men, and there are more women in professional graduate schools, such as law and medicine, than men.  Simply put, there is every reason to believe that our workforce, where both men and women are working, would have at least as many uniform choices for women as men.  But it doesn’t. 

I talked with one uniform company representative today who said that their sales are 90% male-oriented.  We’re not talking deep-sea diving-suits, here.  This is about high class corporate apparel.  Another one volunteered that it was at least a 2 to 1 shot, men over women in terms of sales in today’s workplace.  The sheer volume of garments, styles, fabrics, and items available to men compared to those accessible to women is amazing.  In general, uniform manufacturers gear themselves to a predominantly male population in spite of the preponderance of female workers.  

The why of it, in addition to the reality that our working class society has evolved more rapidly than the offerings of the uniform manufacturers, is largely that women simply don’t want to look like other women—particularly when a uniform is merely utilitarian and without a sense of style.  As one R.O.T.C. officer said when she tried on her new military togs, “This isn’t just about being in the Army; I want something that shows off my figure!”

 

The good news is that things are changing.  Women are being heard not only on the shop floor but also in the boardroom, and there are signs that “unisex” [politically correct for “it’s really a guy’s, but a woman can get into it, too"] is becoming passé.   The supervisor is finally coming to the reality that the “girls” no longer have to fit into men’s pants.

Uniform companies are adding whole new lines directed at female employees coming into male territory.  VF Industries, for example, has come out with an entire focus on women in their updated Bulwark protective apparel line:  A woman fire fighter or welder?  Edwards Garment Corporation has re-styled all of its pants and skirts not only because of changing styles and times, but because there is a new recognition that women are in the corporate marketplace to stay and want to look attractive as well as appropriate.

Microfibre has been a huge player for both men and women in the uniform world.  Easy to care for, elegant, and soft, it’s a fabric that lends high class to a man, but also a sleek, chic image to a woman: Suits, slacks, skirts, blazers, even blouses, have never looked better.

The styles are more jazzed.  In 2007, the Hardwick Company came out with a drop-dead gorgeous blazer that is long-lined, slimming, and made from a hazelnut Micro-suede.  It couldn’t be more professional and feminine at the same time.

These days, there are baseball hats, jackets, golf shirts, fleece wear and casual apparel for gals.  The cap-sleeved fitted v-neck polo with a Johnny collar is a favorite.  Several companies are manufacturing in ice-cream colors exclusively for women:  Hanes, Bella, Anvil, Alternative, Great Republic, and more.   There are even women’s boxer shorts and leggings. 

Smocks:   It used to be that the only smocks in town were for the barber, the dentist, or the pharmacist.   They all had 3 pockets and a zip front.  Light blue or white.  Period.   Now, there are estheticians—primarily women—who are in the business of bodies and beauty.  Suddenly, the uniforms of the clinicians are more svelte than the street-wear of the clients—every color imaginable and in every style.  Not to stop there, lengthen these smocks to labcoats:  Sleeve variations, belts, gathers, and hemlines.  Science will never be the same.

Hospitality and hotel wear are also narrowing the gap between his and hers.  In addition to matching waiter and waitress, host and hostess, front desk and concierge uniforms, there are back of the house ensembles as well.   Housekeeping is no longer only about the drab prison-inmate styled garb, but is adorned with cool, customized, colorized, and spiffy-looking outfits.  Chef wear has added a touch of the feminine for women; aprons are coming out in new colors and styles that take into account that women have busts, and are entitled to look pretty while working.   It’s an atmosphere where skirts and slacks match pants.  Blazers match coats, and blouses match shirts.  Vests are cut with double sets of patterns—for women and men.

A lot of these styling accommodations have been in existence for quite some time, you say.  That’s true.  But what was a luxury before has become a necessity now; women are insisting on having the same number of choices, colors, patterns, and fabrics, as men.  Instead of the flat, utilitarian will-do humdrum schoolmarm appearance of so many of the uniforms in the past, today’s corporations are focusing on looks that captivate and enhance a woman’s beauty in accordance with her professionalism.

End-users know that appearance can make or break a deal; manufacturers are aware of this and have begun to gear up their feel for fashion and practicality in the workplace.  As the years go forward, let’s see what unfolds.  Will these ventures into gender-pleasing aspects of apparel bring more customers to our industry or will they merely be wasted on a group that still wants to do its own thing—where every girl counts on looking unique and different from her peers?