Security's image is all-important

Over the past two decades the UK corporate wear market has become a vibrant sector that's worth around £430 million. Uniforms are now being used to motivate security officers, improve customer relations and build brands.

Security companies worth their salt recognise that uniforms are much more than a functional item and that, if well designed, they can help in providing a crucial service differentiation to the end user.

A recent trend in the market has been the provision of uniforms more carefully tailored to customers' requirements. Seemingly, the old military-style uniform is as popular as ever, providing a highly visible security presence that is very much the desire of many clients. To the public, at least, such uniforms appear to be an extension of the law enforcement process.

Nonetheless, modern 'corporate-style' uniforms comprising blazers and trousers are becoming increasingly sought after by organisations that want a more discreet security presence ('Security stitch-up', SMT, July 2000, pp31-32). Some companies also provide a choice of branded or unbranded uniforms, allowing their client to either identify the security company or keep attention directed towards their own corporate branding.

Dress becomes contentious
Security uniform design is a somewhat contentious issue at the present time. When the Private Security Industry Act 2001 was read in the House of Lords, it was suggested that an amendment be made to ensure that security uniforms be entirely distinguishable from those worn by police officers.

The amendment was withdrawn when it was pointed out that, since 1996, it has been an offence to wear anything having the appearance of a police uniform.

However, Home Secretary David Blunkett's plan for an extended police family, whereupon some policing responsibilities would be divested upon civilian auxiliaries and private security companies ('Industry supports White Paper on police reform', News, SMT, January 2002, p7), has raised the question of how similar the proposed Community Wardens' uniforms should be to those of everyday police officers on the beat.

Design and image are not the only issues being debated as far as security uniforms are concerned. Due to a high staff turnover and the fact that many officers cannot work without a uniform, security contractors require that delivery is rapid. Not every supplier can meet such a demand.

Home Secretary David Blunkett’s plan for an extended police family has raised the question of how similar the proposed Community Wardens’ uniforms should be to those of everyday police officers on the beat

In addition, the sheer variety of sites to be guarded – from indoor shopping malls through to industrial estates – means that uniforms must be adaptable to different heat and weather conditions. Moreover, fabrics must be hard-wearing and easy to care for, yet naturally be economical as well.

Corporate mix-and-match
Major contractor Reliance Security Services employs over 10,000 manned security personnel, thus the company has extensive experience in procuring uniforms. As a company, it tailors its security approach to a given client's needs, and includes uniform provision within that remit. Indeed, Reliance has worked with uniform supplier de Baer for over eight years with a view to 'getting it right'.

Reliance makes use of two mix-and-match corporate uniforms: the high profile, military-style uniform and the more understated corporate style. The authoritative, high profile look is used in the main on industrial sites, and includes a tunic jacket, trousers, white shirt and tie, with optional jersey and hat. The low profile version substitutes a blazer for the tunic, and is popular with clients at banks and shopping centres who need 'meet-and-greet'-style security. On some contracts, of course, the client will prefer that its own uniforms are used.

"It's true to say that 90% of our customers like to see security staff in Reliance uniforms," said David Phillips-Mepham, Reliance's group quality assurance manager. "This helps in increasing our company profile, and strengthens our corporate brand."

As stated, quick and efficient uniform delivery is essential. "It's amazing how many suppliers still can't offer this service," added Phillips-Mepham. "It's the little touches that count. Our uniforms arrive boxed up. Some suppliers just use a black bag. We also include a Welcome Card from Reliance and care instructions for the uniform. We want our new officers to feel valued."

Building brands and business
It's clear that there is room in the security industry for uniform improvement – no pun intended! – and for more companies to follow Reliance's lead in using uniforms to build their brand and business.

In an increasingly competitive security environment where service is geared ever more exactly to customer requirements, more attention will need to be paid to the people who try and fulfil security company's promises – the security officers. Not only must their image be exactly what the customer demands, their uniforms must also allow them to do their job comfortably and to the best of their ability.

Treating staff well has long been shown to improve the way in which they behave towards clients and customers. Using good quality uniforms to build officer self-esteem could actually be part of a more sophisticated customer relationship management strategy.