UNIFORMS are out, corporate wardrobes are in and the whole style of dressing for work has changed dramatically over the past 10 years. The market is now split firmly between recognisable work wear such as that worn by nurses or industrial workers and clothes worn for work which are fashion based garments often designed specifically for companies to blend in with their wider corporate identity.
"The big change has been to move away from uniforms per se and into corporate wardrobes which cater for much wider tastes in fashion," explains Carmel O'Carroll of Image Development which advises organisations on their corporate `look'. "Instead of a single style uniform a wardrobe of clothes is designed and people can choose between several different styles of skirts and jackets, a range of blouses and possibly a waistcoat and trousers as well. This is important as people are not clones and they like to express their personalities through their dress."
O'Carroll believes that the clothes an organisation asks its workforce to wear - both for men and women - should above all be fashionable and comfortable.
Large organisations such as banks and retail outlets have been supplying their staff with clothing for a long time. But the quality and style of the outfits now provided is far superior to the shiny suits and crimplene blouses which characterised the early days of company uniforms.
"Corporate wear has moved on significantly in the past to years, says David White of fashion house Henry White which has provided clothing for companies such as Aer Rianta and Woodchester. "Companies seem to be much more aware of their image and to want this reflected in the clothes worn by their employees."
Clothing has become part of corporate branding, he says. "Companies want it to work with other aspects of their marketing to enhance their image.
Carmel O'Carroll's company is behind the new `looks' at the Irish Permanent and SPAR outlets. She believes that any decision to go for corporate clothes should be made at senior level with input from the marketing department.
"Disasters happen when clothes are chosen which do not fit in with the company's image or when one person makes all the decisions" she says. "The input from marketing is important because clothes convey a message about the company. For example, clothes suitable for a financial institution would be different to those chosen for a retail chain and it's dangerous to leave the decision to one person - they will choose what suits them or what they like regardless of the fact that different ages, shapes, complexions and hair colours have to be accommodated."
Breda Clifford, of Clio Forde, first began selling chic work clothes back in 1984. "When I started there were fewer than a handful of companies in my end of the business. Today there are dozens and the demand for clothes is growing all the time," she says. "I used to do clothes for the catering industry and for the beauty therapy market but corporate clothing has completely taken over."
Clio Forde has a retail outlet in Dublin where anyone who wants a suit for work can browse and buy on the spot. The company will also make suits to measure for individuals as well as for companies. Clifford says she will dress organisations with one employee or a thousand.
"If a company is ordering five or more outfits we will go to them and make up something to suit their requirements often in an exclusive fabric," she explains. "We work with all pure wool fabrics from Magee in Donegal and the range they offer is enormous.
The cost of buying corporate clothing depends on what an organisation is looking for and where clothing fits into its image hierarchy. Some companies are happy to buy garments off the peg while others prefer to use the services of well known designers to create their individual look at some expense.
Between the two would be the option of selecting an outfit from a suite of existing designs and then personalising the look through the choice of fabric.
"As a rough rule of thumb it costs about £200 +VAT for a suit which comprises a jacket, two skirts and two blouses," says Clifford whose company has supplied clothing to companies such as the Irish Nationwide Building Society and solicitors, Arthur Cox. "We weave fabrics exclusively to match companies' corporate colours and the suits - or blazers and trousers for the men - will be in pure new wool fabrics from Magees of Donegal which will hold their shape and should still look good two years on. We also offer garments to suit the seasons, for example, a long, fully pleated skirt in a lightweight fabric for the summer.
