DNATA has unveiled a striking new uniform for more than 17,500 staff worldwide at a cost of Dh25 million ($6.8 million). Almost 78,000 garments with a sharp, modern tailored new look will be produced in the UAE for both dnataís 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.
The investment is double the cost per wearer as compared to the current attire and has been 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 12 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. ìStaff 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.
The new design was conceptualised by David Sprakes, a Dubai-based design manager from uniform manufacturers A. Ronai. These ideas went through almost a dozen different drafts over several months before being finalised.
Added Chapman: ìIf our staff look good and feel good they are more motivated and happy in their work and thatís great for our business and our customer service.
Staff will begin to wear the new uniforms worldwide from the end of May.