Academic IELTS Reading Practice - 15 - First Impressions Count
First Impressions Count
A Traditionally uniforms were — and for some industries
still are — manufactured to protect the worker. When they were first
designed, it is also likely that all uniforms made symbolic sense -
those for the military, for example, were originally intended to impress
and even terrify the enemy; other uniforms denoted a hierarchy - chefs
wore white because they worked with flour, but the main chef wore a
black hat to show he supervised.
B The last 30 years, however, have seen an increasing
emphasis on their role in projecting the image of an organization and in
uniting the workforce into a homogeneous unit — particularly in
‘customer facing" industries, and especially in financial services and
retailing. From uniforms and work wear has emerged ‘corporate clothing’.
"The people you employ are your ambassadors," says Peter Griffin,
managing director of a major retailer in the UK. "What they say, how
they look, and how they behave is terribly important." The result is a
new way of looking at corporate work wear. From being a simple means of
identifying who is a member of staff, the uniform is emerging as a new
channel of marketing communication.
C Truly effective marketing through visual cues such as
uniforms is a subtle art, however. Wittingly or unwittingly, how we
look sends all sorts of powerful subliminal messages to other people.
Dark colours give an aura of authority while lighter pastel shades
suggest approach ability. Certain dress style creates a sense of
conservatism, others a sense of openness to new ideas. Neatness can
suggest efficiency but, if it is overdone, it can spill over and
indicate an obsession with power. "If the company is selling quality,
then it must have quality uniforms. If it is selling style, its uniforms
must be stylish. If it wants to appear innovative, everybody can’t look
exactly the same. Subliminally we see all these things," says Lynn
Elvy, a director of image consultants House of Color.
D But translating corporate philosophies into the right
mix of color, style, degree of branding and uniformity can be a
fraught process. And it is not always successful. According to Company
Clothing magazine, there are 1000 companies supplying the work wear and
corporate clothing market. Of these, 22 account for 85% of total sales -
£380 million in 1994.
E A successful uniform needs to balance two key sets of
needs. On the one hand, no uniform will work if staff feel
uncomfortable or ugly. Giving the wearers a choice has become a key
element in the way corporate clothing is introduced and managed. On the
other, it is pointless if the look doesn’t express the business’s
marketing strategy. The greatest challenge in this respect is time. When
it comes to human perceptions, first impressions count. Customers will
size up the way staff look in just a few seconds, and that few seconds
will color their attitudes from then on. Those few seconds can be so
important that big companies are prepared to invest years, and millions
of pounds, getting them right.
F In addition, some uniform companies also offer rental
services. "There will be an increasing specialization in the
marketplace," predicts Mr Blyth, Customer Services Manager of a large UK
bank. The past two or three years have seen consolidation.
Increasingly, the big suppliers are becoming ‘managing agents’, which
means they offer a total service to put together the whole complex
operation of a company’s corporate clothing package - which includes
reliable sourcing, managing the inventory, budget control and
distribution to either central locations or to each staff member
individually. Huge investments have been made in new systems,
information technology and amassing quality assurance accreditation.
G Corporate clothing does have potential for further
growth. Some banks have yet to introduce a full corporate look; police
forces are researching a complete new look for the 21st century. And
many employees now welcome a company wardrobe. A recent survey of staff
found that 90 per cent welcomed having clothing which reflected the
corporate identity.
Questions 28-33
The reading passage First Impressions Count has seven paragraphs A—G. Which paragraphs discuss the following points? Write the appropriate letters A-G in boxes 28-33 on your answer sheet.
Example Answer
the number of companies supplying the corporate clothing market D
The reading passage First Impressions Count has seven paragraphs A—G. Which paragraphs discuss the following points? Write the appropriate letters A-G in boxes 28-33 on your answer sheet.
Example Answer
the number of companies supplying the corporate clothing market D
28 different types of purchasing agreement
29 the original purposes of uniforms
30 the popularity rating of staff uniforms
31 involving employees in the selection of a uniform
32 the changing significance of company uniforms
33 perceptions of different types of dress
29 the original purposes of uniforms
30 the popularity rating of staff uniforms
31 involving employees in the selection of a uniform
32 the changing significance of company uniforms
33 perceptions of different types of dress
Questions 34-40
Do the following statements agree with the views of the writer of the reading passage? In boxes 34-40 on your answer sheet write.
YES if the statement agrees with the writer’s views
NO if the statement contradicts the writer’s views
NOT GIVEN if it is impossible to say what the writer thinks about this
Do the following statements agree with the views of the writer of the reading passage? In boxes 34-40 on your answer sheet write.
YES if the statement agrees with the writer’s views
NO if the statement contradicts the writer’s views
NOT GIVEN if it is impossible to say what the writer thinks about this
34 Uniforms were more carefully made in the past than they are today.
35 Uniforms make employees feel part of a team.
36 Using uniforms as a marketing tool requires great care.
37 Being too smart could have a negative impact on customers.
38 Most businesses that supply company clothing are successful.
39 Uniforms are best selected by marketing consultants.
40 Clothing companies are planning to offer financial services in the future.
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