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Too Many Choices?
By Deb Hindlemann Webster
Why is it that uniform sellers today offer so many items in their catalogues or stores? Is it to corner the market, or is it just to dazzle and overwhelm? Do we really need all of this?
It is a known fact that the more choices a person has, the more interested and fascinated one becomes; at the same time, the fewer choices one has, the more likely one is to buy. What is a seller to do? Certainly, there are times when a huge variety plays an important part in selection. However, there are other occasions when less is more--the narrowed selection becomes much easier for a person to handle. Thus, rather than spending large amounts of energy trying to make choices, one's energy can be better spent making the actual purchase.
The United States is known to be the world's greatest marketplace for choice. The good news is that almost anything can be found here; the not so good news is that the multitude of choices makes getting through the morass of pickings quite challenging, and this confusion can eliminate the finality of decision.
Let's take the medical apparel business as an example. It used to be that hospital personnel wore white, and in surgery it was light blue or a sea green. These uniforms were symbols of medical professionalism, cleanliness, identity, and a kind of sanctity. Color and style defined job description, and what to wear was a simple choice. Then, it was easy. Now, it becomes more of a fashion show.
For a business to sell medical uniforms today, there has to be an enormous investment in inventory: Lab coats come in white or light blue--long, medium, or short in style; shorter counter/pharmacy coats are in multiple colors; women's, men's, or unisex; belted or not, side vents or closed, knit cuffs or plain, OSHA requirements or standard; rip-stop fabric, polyester, poly-cotton , or 100% cotton; with snaps, zippers, or buttons.
Scrubs come in women's, men's, and unisex, too, with sizes ranging from alpha to numeric. If one gets past that, then there are sets or separates. In addition to the fabric offerings mentioned above, these are also made in microfiber.
Scrub designs are made in snuggly jackets, short sleeved pullovers for summer, or long sleeved for those who get chilled. There are vests, skirts, the popular pants, and of course, the ubiquitous scrub top. The top can be in a "v" or jewel neck, has a mandarin or straight bodice, ties or none at all, empire or plain at the waist.
There are prints and solids--a myriad of both: Darks, lights, peacefuls and brights. Some have bias to contrast and accent; some are monochromatic. Some have pockets, others are without. The entire pocket concept in a scrub top is worthy of several hours' study: Upper pockets, lower pockets, slit pockets, patch pockets, thermometer pockets, stethoscope pockets and, of course the pockets can range from four to none.
The pants are drawstring, drawstring with elastic, or elastic only. There are shorter ones and longer ones, flared bell bottoms and straight stovepipes. There are one or two pockets in the back or not, pockets in the front or not, and cargo pockets on the thighs--or not. Some have additional multiple pockets on each thigh, and there is a special cell phone pocket that is in high demand, too.
These uniforms are terrific items for any medical care professional. They are comfortable, easy to launder, and serve their purpose. But is it all necessary for garments that are worn at most for a single day's work, and then thrown into a sanitizing laundry--usually with blobs of fluids that are spattered here and there?
There are catalogues by the dozens and multiple styles. There are manufacturers galore, and every one has its own set of designs, fabrics, colors, or prints.
So what is a uniform seller to do? Does he take the practical approach, pick a few styles of each in basic colors and hope for the best? Does he open a big-box store of medical apparel and stock racks and racks of various vendors and offerings? What is the manufacturer to do in an attempt to satisfy each and every customer, when he makes all this merchandise in the first place?
One customer with whom we spoke, is in charge of a school for medical students. She recently abandoned the big-box stores in favor of a small, mom-and-pop. She said quite plainly that that she wanted her students to get a single color, a single style in a particular fabric, with the understanding that medicine was not about fashion, but science.
On the other hand, another customer felt just as strongly that if professionals had multiple choices and could feel good about themselves in their work apparel, then it would make all the difference in their job satisfaction. So I leave it to you: Choose from a lot or choose from a few; there is room for both. It's your choice...
 Why is it that uniform sellers today offer so many items in their catalogues or stores? Is it to corner the market, or is it just to dazzle and overwhelm? Do we really need all of this?
It is a known fact that the more choices a person has, the more interested and fascinated one becomes; at the same time, the fewer choices one has, the more likely one is to buy. What is a seller to do? Certainly, there are times when a huge variety plays an important part in selection. However, there are other occasions when less is more--the narrowed selection becomes much easier for a person to handle. Thus, rather than spending large amounts of energy trying to make choices, one's energy can be better spent making the actual purchase.
The United States is known to be the world's greatest marketplace for choice. The good news is that almost anything can be found here; the not so good news is that the multitude of choices makes getting through the morass of pickings quite challenging, and this confusion can eliminate the finality of decision.
Let's take the medical apparel business as an example. It used to be that hospital personnel wore white, and in surgery it was light blue or a sea green. These uniforms were symbols of medical professionalism, cleanliness, identity, and a kind of sanctity. Color and style defined job description, and what to wear was a simple choice. Then, it was easy. Now, it becomes more of a fashion show.
For a business to sell medical uniforms today, there has to be an enormous investment in inventory: Lab coats come in white or light blue--long, medium, or short in style; shorter counter/pharmacy coats are in multiple colors; women's, men's, or unisex; belted or not, side vents or closed, knit cuffs or plain, OSHA requirements or standard; rip-stop fabric, polyester, poly-cotton , or 100% cotton; with snaps, zippers, or buttons.
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May 4, 2010
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