Workplace dress code – a caprice or a promotional strategy

When we hear “dress code” we think of major events that require following certain standards of appearance. Most probably, we got this idea from movies.

A dress code refers nor only to the attire we choose when going to significant events; dress codes are all rules regarding clothing. Just as the specific events attire, a uniform adds value and seriousness to the person who wears it. Besides, it makes the company that enforces it to look professional. Even more, a uniform with the logo on it is one of the most traditional ways to promote one’s brand.

A half of companies do not respect a dress code

The value a dress code adds to its’ holder is also created by humans, namely by textile industry workers who manufacture professional clothes. At present, according to the National Bureau of Statistics, there are 269 companies that manufacture textiles and wearable apparel in Moldova. The total number of employees is estimated to 20 thousands.

Magenta Consulting team asked companies’ managers from Moldova what do their employees wear to work. More than half of respondents, 56% of them, claim they do not enforce a dress code for their staff. Likewise, two out of ten of respondents say they do not oblige their employees to follow a certain dress code, but suggest them to wear decent clothes.

On the other hand, 9% of interviewed  managers mentioned that some of their employees wear uniforms with the company’s logo on it. For 6% of them, the uniform that shows the logo is obligatory for all employees of the company.

Meanwhile, 8% of Moldovans say they follow an office dress code. They wear business casual or smart casual attire.

The uniform is enforced by companies that have their workers interacting with customers

Most companies that do not enforce a dress code are from Chisinau and North of Moldova; are micro or small sized (given the fact that the number of micro and small enterprises outnumbers that of the large enterprises), and invest locally. Most of them are trading, professional services, or consulting firms. Same companies prefer their employees to dress smart/business casual to work. To be noted, companies from agriculture and food industries do not have a dress code and employees from these companies seldom wear uniforms with the company’s logo on them.

Tailor-made uniforms with the logo on them are more popular in Chisinau and South of the country among medium and large companies. Most of them import their raw material, offer services and consultancy or manufacture goods. Usually, companies that have foreign investors, are in the trading business or offer consultancy and other different types of services enforce uniforms with the logo on them to every employee.

Magenta found out that more than half of companies in Moldova do not require their employees to follow a dress code. Usually, people who wear uniforms work in medium or large trading or service companies, namely companies that have their workers interacting with customers. Do you remember what we told you about marketing a few articles ago? Any public action of an individual or a legal entity is a marketing activity.

Methodology: The survey was carried out by Magenta Consulting on a sample of 402 companies, with an error margin of +/-4.88% at a level of confidence of 95%. The data were collected in the period 10 August – 22 September, 2016. The data was collected through phone interviewing (CATI).

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