With the economy under siege and jobs disappearing at a rate of more than 600,000 per month, Cintas Corp. is refocusing on a core competitive advantage that made it so successful four decades ago – providing better uniforms.

Or, more to the point, better uniforms for the half of the North American work force that the industry hasn’t been connecting with: women.

“Fifty percent of the market is female, but only a small percentage of rental wearers are women,” said Rodger Reed, Cintas’ vice president in charge of garment strategy.

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