Effekter av personalklädsel- En studie i detaljhandelsmiljö

Sammanfattning: More and more companies have realized the impact their employees' appearance has in creating an overallpositive experience for their customers. Hence, many retailers use some form of employee clothing or aspecific dress-code for their in-store workforce. The subject is in spite of this poorly investigated,especially in an ordinary retail environment. The purpose of this study was therefore to portray the effectsan introduction of a unitary employee clothing may have on customers as well as on the in-storeemployees. The experiment was conducted in two retail stores, belonging to a Swedish retail chain. Datawas collected through questionnaires and interviews with both customers and in-store employees.Our findings show that a unitary employee clothing influences customer's perception of the employees andin essence their overall experience. But there is no evidence that the clothing in itself resulted in asignificant difference on the customers' behavior. However, the in-store employees' behavior proved to beinfluenced in a favorable way and they also felt more visible to the customers. To conclude this study, wepropose that an introduction of a unitary employee clothing may be favorable for a retailer. However, it isimportant to consider what kind of image the retailer wants to portray to the customers and to make sure toalign that with the thoughts of the employees.