dnata and Marhaba adopt new uniform
posted | Wednesday, 28 Mar 2012
dnata, the world’s fourth largest combined air services provider offering ground handling, cargo, travel, IT solutions and flight catering services across five continents, has unveiled a new, high quality uniform which has been created for more than 17,500 staff worldwide.
Almost 78,000 garments are said to convey a sharp, modern tailored new look. Produced in the UAE for both dnata’s customer-facing staff and for all meet and assist agents of Marhaba Services, a passenger servicing company at Dubai International Airport, operated by dnata.
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 company intends to increase the cost spent per one uniform wearer compared to the current attire, making thus an investment of more than $6.8 million.
During the design and development phase 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 – helped to trial individual garments in their workplaces and providing feedback.
“The new uniform is an attitude. It instils pride. This eye-catching new look and unique range of pieces expresses what dnata and Marhaba are all about,” said president,dnata
, 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
“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.”
It is reported that the new uniform 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 are said to 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.