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 The decision last month by lifestyle footwear supplier Skechers to enter the uniform market with a line of branded medical apparel is yet the latest announcement by a string of companies who view the uniform industry as ripe for profit. Scoffing at the notion of retrenchment, these newcomers are tapping niche markets, breaking boundaries, racking up sales and making a name for themselves during one of the toughest economies in recent memory. They, and others like them, are the upside of a down economy, and they are making big plans to better position themselves once economic recovery takes hold.
Who are they? Too numerous to name in one article, we've profiled a couple below:
Reviving a Dying Trade: Cape Clogs"This is the best time to start a company," Cape Clogs founder Pamela Irving emphatically says. "If you can run a business in tough times, you can excel in good ones."
Started in 2006, Cape Clogs is a leading privately held designer, distributor and marketer of fashion forward Swedish clogs that exudes personality and youthful energy with vivid signature prints. Based on Cape Cod, Massachusetts, the company offers a wide range of clogs for men, women and children in the work and lifestyles categories. It has established sales distribution in traditional footwear channels, including independent boutiques, sporting good stores and as of February, 2009, the medical apparel industry.
Optimism notwithstanding, expanding a business in the middle of a meltdown presents a unique set of challenges. "Being in a niche market helps," notes Irving when pressed about the timing.
Selling to a market where jobs are still plentiful is also a plus, as is being in a segment where distinctiveness trumps conformity. Eschewing the traditions of the blue goods industry and its penchant for sameness, the medical apparel market puts the emphasis on the tastes of the wearer, a trait perfectly suited to the vibrant designs found in the Cape Clogs' product line. "Our clogs are very colorful, and that makes people happy," says Irving. "If you want to express yourself while at work, we have a pattern for any personality out there."
 In fact, Cape Clogs customers are saying they want more, not less, design options. "They are absolutely interested in finding just the right pattern to match their scrubs, and we're working on that for the future," she continues. As for the economy, customers are cautious, a trend she expects to continue into the new year. "They're still buying, just not as much," says Irving. Cape Clogs was a first time exhibitor at the recent URA show, an experience which Irving says solidified their presence and helped underscore its commitment to the four dedicated sales reps they recently hired.
Cape Clogs boasts another distinction: its shoes are constructed of wood, a material not often associated with comfort or well being, misperceptions Irving works hard to correct. "We're still educating customers about the benefits," she says of the organic product. "Other materials twist and bend, which is harder on the foot when fatigued. Wood doesn't move, which means your foot stays in place." Thanks to its natural ventilation, moreover, wooden shoes are also cool in the summer and warm in the winter.
The Semi-Soft clog, a new addition to the Cape Clog product line, exemplifies this. The Semi-Soft is designed to promote healthy walking for hours by embracing the foot's movements atop a double thick semi-cushioning sole. With its wider non-skid base that's quieter and grips better for walking, the Semi-Soft gives new meaning to wooden clogs. Available in solid white, the shoes also come in a new Lollipop pattern to match uniforms and scrubs. "The clog blends extra orthopedic comfort and style that professionals in the medical industry can appreciate, as they are constantly on their feet and in motion," adds Irving.
The Semi-Soft is constructed of Italian leather uppers affixed to a semi-soft polyurethane base. The inner sole platform is made of natural Swedish alder wood that provides stability and circulation for feet to breathe properly.
Like all of it products, the Semi-Soft is manufactured in Sweden, through an exclusive partnership with Torpatofflen AB, a sixth generation traditional clog manufacturer. "They've been around for 150 years," notes Irving. The Swedes are also famously eco-friendly, being at the forefront of the recycling and green movements for decades.
And in this cost-conscious market, Irving says she hasn't received any complaints about price. Most items are under $100, making them a stylish and affordable option. "I have a pick-and-pack warehouse, which helps keep costs down," she adds.
Another plus? The footwear is handmade. "It really is a dying industry," says Irving.
Learn more by visiting www.capeclogs.com The Un-Uniform Uniform: Tao Freedom of the Body    While most end users have curtailed their budgets for the foreseeable future, it's full steam ahead in the upscale spa industry, an often overlooked niche market which is less affected by the downturn. "The dynamics of the spa industry enable it to persevere longer than other industries for several reasons," says Bruce Baltin, senior vice president of PKF Consulting, an international firm of management consultants, industry specialists, and appraisers who provide a full range of services to the hospitality, real estate, and tourism industries. "A large portion of its consumers are affluent, an increase in stress can further emphasize the importance of staying healthy, and in difficult times people tend to seek out experiences rather than material objects."
The industry, however, is not invincible – hotel stays and travel in general was down in 2009. "Lodging industry owners and operators fully realize that a well-run spa operation can benefit a hotel in many ways," continues Baltin. "In addition to the monetary contribution, a spa can help define the market position of a hotel, provide a competitive asset that is attractive to multiple demand segments, and diversify a hotel's revenue stream. It is this type of product differentiation that managers hope will provide a competitive advantage beyond 2009."
Product differentiation is the selling point behind the "Un-Uniform Uniform," a totally hip and stylish line of spa and hotel wear that newcomer Tao Freedom of the Body hopes will make a splash in the uniform market. While the jury is still out, one thing is clear: these certainly aren't your father's – or mother's - uniforms.
Tao was formed in 2003, the brainchild of designer Dorothy Szeto and marketing exec Clare Cook, with the goal of providing clothing for the lifestyle needs of sophisticated 21st century women, women who want comfortable, wearable clothing that is both chic and practical. "Our clothing takes you from the workplace to a yoga class or a friend's house," says Cook. And it is designed to flatter all. "Women should feel good about what they wear, whether a size 2 or a 20," adds Szeto.
Originally designing for the fashion lifestyle market, the two never dreamed they'd manufacture uniforms. "We really fell into it by accident," says Cook. "In 2005, we were asked to do a line of uniforms for spa employees, and while interested, we had no idea how to proceed."
Thus began a period of research and trade show appearances that enabled Tao to reposition itself not only as a source for fashion lifestyle attire and spa retail, but as a player in the world of hotel, spas and salon uniforms. "The market segment was cold and sterile, lacking the chic style these customers were looking for," says Cook. "We were able to bring fashion innovation to these markets through styles that break the boundaries of the typical uniform look." Designs combine a visually appealing esthetic – outfits allow a woman to look like a woman, says Szeto - with a hard-working fabric that is big on performance and easy to maintain. Garments are constructed of Tactel nylon, a microfiber yarn that dries eight times faster than cotton. The softness of the drape, too, is superior to most other fibers.
To this, Szeto blends in Lycra Spandex®, the well known stretchable fiber that maintains shape while providing comfort and support.
Although a synthetic, the fabric is surprisingly eco-friendly. Tao recommends home laundering of its garments, reducing the amount of chemicals released in the environment while saving the end user money. Garments are innately quick-drying, meaning they spend less time in the dryer, further reducing energy costs. And since washed in cold water, the life of the garments is extended; colors don't fade, and whites remain bright. "We've had customers in the same uniform for two years, and have no buy backs so far," says Cook.
Customers range from estheticians and regional boutique hotels to upscale chains like the Four Seasons. Right now, Tao's uniform collection is available through its website only, although they have hired a west coast rep to tout the line. And they're looking to form partnerships with others to grow the business. "Our research suggests the potential is huge, even in this economy," notes Cook.
Learn more by visiting www.taofreedom.com
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