HOTEL DESIGN
Looking good for guests The corporate uniform is far more than a convenient way to dress staff, it is a cornerstone of your property’s brand image. Hospitality Business Middle East spoke to Fashionizer’s Debbie Leon for the lowdown on uniforms
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HOSPITALITY BUSINESS MIDDLE EAST
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ebbie Leon launched Fashionizer more than 20 years ago when she identified a gap in the market for luxury uniform design. Nobody at that time seemed to be recognising that five-star hotels needed staff in five-star clothing, uniforms that were both stylish and fashionable, but also comfortable and practical, and, above all, reflected the hotel’s brand identity. Leon always had a passion for design and fabrics stemming from her background in TV and film costume design, which requires an awareness of how to design authentic yet practical clothing on a predefined budget and to a deadline. Over the years the company that she founded has grown in a number of ways. Firstly, they now provide a full, 360-degree service, which means they not only design the uniforms but also manufacture them, manage staff fittings, provide warehousing and organise
delivery. That experience means that they have become expert in providing full, high-end uniform programmes to a specific budget. Secondly, the company launched a dedicated spa uniform division, Fashionizer Spa, with a unique offering focused on the needs of the sector. Spas have specific challenges from a uniform perspective: garments need to be flexible to allow therapists to move easily; the fabric needs to be able to cope with oils and warmer temperatures; at the same time they need to look clean, sharp and stylish. As a result, the company has grown from being a UK- and Europe-based company to a global business with a truly international client base. Since launch, Fashionizer has steadily expanded its clientele internationally, and these currently include, Four Seasons Dubai at Jumeirah Beach, Six Senses Spa worldwide and Intercontinental Hotels. Whilst the head office is in London they have