Spotlight on Business and the MarketPlace: J.A. Uniforms & the Hotel Industry

It’s no secret that the lodging segment of the hospitality market has attracted much interest from those in the uniform industry, and for good reason. After a lull brought about by 9/11 and a weakened economy, hotels and motels across the country are experiencing their biggest boon in years. According to a recent study from Hotel News Resource.com, the gross operating profit (GOP) for the typical U.S. hotel increased 13.1 percent from the first half of 2005 to the first half of 2006.

Employment, too, in this industry is robust. Hotels and other accommodations provided 1.8 million wage and salary jobs in 2004, according to the Bureau of Labor. In addition, there were about 33,000 self-employed and unpaid family workers in the industry, who worked in bed-and-breakfast inns, camps, and small motels. Employment projections are equally positive, with increases totaling 17 percent over the 2004-14 period, compared with 14 percent growth projected for employment in all industries combined.

While these figures present significant opportunities to the uniform manufacturer and distributor, servicing the market is not without its hurdles. Properties are constantly upgrading. Employee turnover is high. And the industry is notoriously image-conscious, demanding quality, custom-made looks at rock-bottom prices. Moreover, customers want their garments delivered yesterday.

UniformMarket recently interviewed Alexander Arencibia, president of J.A. Uniforms to learn more about the hotel industry, and the trends and demands associated with it. His answers provide insights into the complexities of the hotel marketplace, and some of the pitfalls that should be avoided on the road to building successful enduser/company relationships. His advice also provides a glimpse of what you need to know to cash in on this increasingly important industry segment. The Miami-based company provides uniforms to many businesses, but has recently concentrated its efforts on the hotel market.

UM: What markets do you service and what types of garments do you supply?

J.A. UNIFORMS: We produce a variety of items, but our present emphasis is valet, bellmen, doormen and housekeeping uniforms.

UM: What makes the hotel market so attractive to the uniform manufacturer?

J.A. UNIFORMS: The company is located in South Florida, where tourism and hotels are a growing industry. Additionally, I have a strong hospitality background, having worked in a series of hotels and restaurants during my high school and college years. It’s a good source of business, and it makes sound business sense.

UM: Do you have customers outside South Florida?

J.A. UNIFORMS: Our products are worn by endusers in Northern states, as well as in the warmer climates of Florida, California and the Caribbean. Our client list is extensive, and includes hotels like the Miami Hyatt, which recently changed its uniform program from a traditional look to one that better reflects the region’s styles and tastes.

UM: As you know, competition in this market is fierce. How do you distinguish yourself from your competitors?

J.A. UNIFORMS: Our ability to customize uniforms keeps us on the leading edge in this business. For example, we can produce small runs of custom uniforms by trimming the collar and adding details to a housekeeping uniform that will match the blouses worn at the front desk. Or, if asked, we will generate a safari look in burgundy. We can coordinate a run of custom braid or trim to create a special look. We can develop the out-of-the-ordinary garments that our customers demand by adding different collars, decorative buttons, slanted pockets, or one-of-a-kind aprons. Customers want a fresh and exciting look, one that sets them apart from the rest, and J.A. Uniforms is always up for that challenge.

UM: What do you see as the reasons for this trend?

J.A. UNIFORMS: Clients are looking to stand out these days, and you simply can’t distinguish yourself or your property in a traditional smock or polo. There are many hotels out there all doing the same thing, so you have to have something special. And it has to be contemporary. Customers are heavily influenced by what they see in the media and by what they see at stores and they want to extend those influences into their properties to appear modern and fresh. For example, you’ll see a fitted t-shirt paired with a blazer and pant, or you’ll find Capri pants favored over a class skirt.

UM: What else do your customers look for?

J.A. UNIFORMS: Our clients are looking for style at a good price and, most importantly, great service.

UM: Sounds typical. How have their demands changed in recent years?

J.A. UNIFORMS: Customization is the name of the game. Today, everyone wants a custom look but with immediate delivery times. Custom made is the service requested, but you better move quickly.

UM: With much of the manufacturing being done offshore and with lead times being what they are, how are you able to accomplish this?

J.A. UNIFORMS: Smaller runs are produced in Miami either by our staff of 10 or by contracted sewing facilities. We try to stock either the raw fabric or finished good to minimize delivery times. J.A. Uniforms also has strong relationships with ISO-certified companies overseas to facilitate medium to larger runs with moderate delivery times.

UM: What are some of the clothing trends for the industry?

J.A. UNIFORMS: Today’s garments have to be both comfortable and elegant. In our new line of doormen/bellmen uniforms, for example, we use micro-fiber fabrics that don’t shrink, wrinkle or fade. Because of their lightweight quality, they are ideal for working in warmer climates. We also apply side vents, air vented action backs and converted collars to minimize the effects of working outside. To achieve coordinated look, we match the trim of the shirt to the color of the pant and add a hotel’s logo.

UM: What are some of your best-selling products right now?

J.A. UNIFORMS: We have a stock valet shirt that is made of a lightweight, low maintenance fabric that can be trimmed to any hotel’s specifications. Additionally, we have a fitted valet shirt made of 65/35% poly/cotton fabric that is woven to look like linen. The shirt is used by either doormen or valet attendants because it is elegant yet comfortable in warm settings.

UM: I notice that many of the items in your new catalog are manufactured in Miami. Is it cost-effective to produce these garments in the states?

J.A. UNIFORMS: Oddly enough, domestic manufacturing has become a small niche of ours, so it certainly can be profitable. And we avoid producing certain products here, such as waist aprons, scrubs and white golf shirts, to maximize profits.

UM: What are some of the impediments to manufacturing in the U.S.?

J.A. UNIFORMS: Our greatest problem is finding legal employees. With most manufacturing being done overseas, there simply aren’t enough qualified workers in this country. Because of the shortage of labor, you need to have very deep pockets and be willing to take a chance on producing large amounts of inventory overseas. This is extremely risky and not every company can do this.

UM: Any last words?

J.A. UNIFORMS: This company was started in 1997 from my home and we now occupy a 6,000 square foot building in Miami. We started from nothing and have grown organically by concentrating on the industries that we knew best. We have grown slower than some may like, but this was to better service and understand our customer base. We’ve learned from our mistakes, and know how to avoid future ones.

To learn more about J.A. Uniforms, visit www.jauniforms.com