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IGE PREVIEW
Uniforms by John Marks
brings glamour to IGE
The company makes a strong case for investing in uniforms with the
‘WOW’ factor, below… Visit them at IGE 2010 on stand 3640
“W
hy are staff uniforms the and tear, and continuity, but this does not mean that
Cinderella of the casino staff costumes should not have the ‘WOW’ factor and
business ? Why are they be enjoyed by the wearers just as if they have bought
always the last thing the outfit themselves from their favourite store. The
considered a few days confidence that comes from assured staff will
before an opening or a refurb, and why must they encourage customer loyalty and a happy ending to
always be “the cheaper the better”? Never mind the their night out.
fact that the most important “component” in a But, all is not lost; John Marks has started a European
casino is its staff. What does a customer do when revolution which is gaining momentum, helping the
they walk into a property? Look at the ceiling and industry to see the appearance of their staff as a critical
the lights? Look at the floor? Of course not. They part of their overall image, ensuring they look and feel
look and interact with the staff – yet so many as if management have cared enough to invest in them
companies prioritise on fixtures and fittings with staff and bought them new clothes!
looking like the ugly sisters (and brothers)! John Marks can help casinos and gaming halls to
The leisure industry despite the ups and downs of reinforce their image, and redefine the brand,
world economies is still dynamic and highly conjuring a magical experience from the moment the
competitive. Gaming is just one of the many sectors client is greeted by the smiling reception staff  to
competing for the consumer Euro or Dollar. Casinos when they pick up their coat from the cute coat
often regard themselves as different, but given the check girl. Classic or exotic, modern or retro,
vast choice of entertainment and leisure activities doormen to chefs, one off promotions for Christmas
that compete for the leisure Euro there has to be or Easter – a theatrical experience should be part of
more on offer to increase the number of guests. the mix, so everyone feels that they are at the Ball
Fashion clothing is big news featuring in press, surrounded by prince and princess charming – then
magazines and screen. People are very aware of dress we can all live happily ever after.…”
and appearance, Naturally, staff cannot wear high
street gear not only because of security issues, wear www.uniformjohnmarks.com
54 FEBRUARY 2010
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