STYLE FEATURE Image courtesy of Fully Promoted. Making the Grade What your customers are looking for in school uniform programs and how to deliver BY MIKE BRUGGER I 74 f schools are on your client list, it’s not too late to start marketing for the 2023-24 school year. Do your home-work, and you could have a lucrative year, as uniforms are getting more and more popular for both public and private schools, especially in grades K-8. Uniforms promote school pride, and research shows that students perform better on tests when wearing a quality uniform displaying the school’s name, colors or mascot. A private school’s branding will also receive a boost every time a student wears the uniform out-side of school. PRINT+PROMO MARKETING OCTOBER 2022 Uniformly Popular For schools, uniforms offer consistency and safety to the students, and they can also be a lucrative revenue source. Most schools earn revenue with their uniform program, either by asking the vendor to add a markup or by adding it themselves through a spirit store. They are also a way of calming the noise and disruption of fashion — kids like to stand out in the crowd, and a uniform takes away the distraction of who’s wearing what and how much it costs. This practical approach is shared by many parents, who look at price and durability. They also want convenience in picking up the outfit — preferably within five miles of the school. Durabil-ity is a major decision factor. Parents appreciate having uniforms last the whole year, or even the semester. When they wear out after a month or two, it really adds to their cost and complaints will happen. Students, of course, will always go for fashion. Schools never do, and nei-ther should you. After all, “uni” means “one.” Uniforms are a way to have one look for everyone. Schools want to avoid students trying to make fashion