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Coventry University study reveals the huge impact uniforms can have on workers
Around six out of 10 workers believe uniforms directly influence customer experience
University news / Research news / Creative and Cultural Industries
Wednesday 28 October 2026
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Workers say the right uniform has a big influence on how well they do their job, a study by Coventry University shows.
Researchers from the university's Centre for Arts and Creative Cultures spoke to more than 2,500 people across a number of industries to find out how workers feel about their uniform and the impact it has on them – and customers – in the workplace.
More than 80% of employees said their uniform influences their ability to do their job effectively, with basic comfort and suitability more important than fashion or sustainability trends.
Around six out of 10 workers believe uniforms directly influence customer experience and two-thirds (66%) agree customers judge the business by staff attire. Nearly two-thirds of workers surveyed also feel more confident with customers when they like their uniform.
The study also showed that one in 14 workers are likely or very likely to quit their job specifically due to poor uniform design - with Millennials (those aged about 30 to 45) identified as the most vulnerable demographic.
What we wear can influence how we feel about ourselves and how we interact with others. This is reflected in the concept of enclothed cognition, which suggests that clothing can shape confidence and behaviour through the meanings people attach to it.
Our survey findings bring this to life, with workers saying they feel more confident with customers when they like their uniform. It highlights that workwear is about more than appearance; it can help people feel confident, capable and connected to their role and team.
Professor Louise Moody, Professor of Health Design and Human Factors at Coventry University
The research was carried out alongside design-led workwear specialist Murray Uniforms and World Retail Congress and found that around half of us have changed our minds about buying something because a staff member's appearance or attitude made us feel uncomfortable.
The research shows that 48% of consumers have backed out of buying something simply because they did not trust the employee based on their presentation.
However, the psychological impact of staff presentation works both ways; the survey reveals that 64% of consumers are significantly more inclined to buy when staff present themselves well, 78% feel more confident trusting employee advice and 74% find the overall brand experience more memorable.
Whether it’s stepping onto a bus or asking for advice in a shop, we all subconsciously look for a clear uniform to know we’re in safe hands. When a uniform is comfortable, fits properly and looks great, it gives staff an instant boost of confidence to do their job well. But when it’s treated as an afterthought, workers feel self-conscious and awkward and customers notice.
Design isn't just about sticking a logo on a polo shirt; it’s about making employees feel good so customers instantly trust them.
Melissa Chapman, Head of Design at Murray Uniforms
The research showed a clear picture of trust across the consumer findings. Shoppers said that seeing staff in uniform made them feel safer, made their overall customer experience more memorable and helped employees stand out in busy environments. That psychological reassurance from the consumer completely mirrors the confidence and pride employees say wearing a uniform gives them.
James Knowles, Retail Expert and Panel Chair at World Retail Congress
The full report can be found here.
