An article in Freakonomics referenced a study that showed "wearing a white lab coat — a piece of clothing associated with care and attentiveness — improved performance on tests requiring close and sustained attention." The study's conclusion is that a person's perception of their clothing can affect their behavior.
So, if you give someone a badge and police uniform, will they feel more duty-bound to help others? If someone wears a suit, are they likely to act with more decorum than in jeans? And most importantly, if your staff sees their 'uniform' as being representative of a service-oriented brand, will they perform at a higher level?
Nate DaPore shares his insights here.