dnata has today unveiled a new, high quality uniform which has been created for more than 17,500 staff worldwide

dnata has today unveiled a new, high quality uniform which has been created for more than 17,500 staff worldwide.

 

Almost 78,000 garments with a sharp, modern tailored new look will be produced in the UAE for both dnata’s customer-facing staff and for all meet and assist agents of Marhaba Services. A further 168,000 uniforms for staff working out on the ramp and in the cargo and ground handling areas of the business will be tailored overseas from designs created locally in Dubai.

 

An investment of more than AED 25 million – double the cost per wearer compared to the current attire - will be spent on providing each staff member with a collection of individual pieces which make up the versatile new uniform.

 

During the design and development phase, which has taken place over the past twelve months, more than 300 staff across all areas of the business have been consulted or actively involved in the process. Team members from six of dnata’s international businesses - including London, Dubai and Manila - have been trialling individual garments in their workplaces and providing valuable feedback.

 

“The new uniform is an attitude. It instills pride. This eye-catching new look and unique range of pieces expresses what dnata and Marhaba are all about,” said dnata President, Gary Chapman. “Staff will not only look good but we are confident they will be proud to wear it. We want to show staff we value the role they play in the success of the business and that we are making an investment in them”.

At the start of the journey to develop a new uniform consistent with dnata’s global brand proposition, a tender went out to ten companies from five countries, from which four were shortlisted.  After presenting a range of impressive, innovative concepts, David Sprakes, Dubai-based design manager from uniform manufacturers A. Ronai LLC was selected. The company, which was which was originally established in the United Kingdom by Mr Alexander Ronai in 1947, then worked further on the initial designs. These ideas went through almost a dozen different drafts over the next few months before the style and fabrics revealed today were eventually arrived at, ensuring the eventual design works well with all skin tones and body shapes.

“I promised staff from the outset that we would give them something head-turning, which they will love to wear. The feedback I’ve received from staff so far shows we’ve achieved that,” added Chapman. “If our staff look good and feel good they are more motivated and happy in their work and that's great for our business and our customer service."

 

The sharp, modern tailoring uses easy care, comfortable to wear fabric which features a triangular shaped pattern inspired by new dnata logo which was introduced last April. The resulting outfits not only look attractive, but are also functional and suitable for the workplace conditions. Each staff member will receive a versatile collection of individual uniform pieces that can be mixed and matched. There is a layering option for staff working in cooler climates and a dress option worn without a jacket for warmer climates. There is even a petite range.

 

The final result is a testament to the collaborative effort between dnata employees, management and the design team. Staff will begin to wear the new uniforms worldwide from the end of May.