Dubai, dnata has today unveiled a new, uniform which has been created for more than 17,500 staff worldwide, as part of dnata’s global brand proposition. Approximately 78,000 garments 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 (constituting 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 covering a duration of 12 months, more than 300 staff across all areas of the business have been 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 feedback.

dnata President, Gary Chapman said: “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 .
“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”.

A tender was requested from an initial ten companies from five countries, later only four were shortlisted. 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 Alexander Ronai in 1947, then worked further on the initial designs.

“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."

Staff will commence wearing the new uniforms worldwide from the end of May.

Source: dnata