DHL, the world's leading express and logistics company, today held a fashion show to launch its new corporate uniform. The new DHL collection embraces the professional spirit of the services it provides and its industry-leading brand image. DHL's fashion show is the first in the express and logistics industry in Taiwan.

Since being acquired by Deutsche Post World Net in 2003, DHL has undergone a series of rebranding initiatives. The new uniforms symbolize an important step in unifying DHL's brand globally in over 220 countries and territories. The new uniforms use the two main DHL brand colours: red and yellow. The company's uniforms embody DHL's professional spirit, while the bright colours and the new design radiate enthusiasm and commitment.

Connie Tang, General Manager, DHL Express Taiwan, said that DHL began the new uniform rollout in August 2005 for over 110,000 employees in over 220 countries and territories, which includes 1.4 million garments in Asia Pacific countries. In Taiwan, 615 Operations staff have been issued the new uniforms. The procurement of the uniform is an enormous task, and in Taiwan alone totals to over 8,000 polo shirts, 3,700 pairs of trousers, 1,200 pairs of shoes and 700 caps.

For the Taiwan market, DHL decided to use a fashion show to announce the rollout, displaying the various styles and designs suitable for all kinds of weather conditions. The show's fast and rhythmic tempo symbolizes DHL's fast, efficient and professional delivery services.

Aside from the uniforms, professional equipment is essential to DHL couriers. DHL couriers are equipped with shipment scanners, which can transmit and upload shipment data to a global tracking system that keeps customers informed of the real-time status of their shipments. In addition, each courier dons a back-brace to protect their backs when lifting heavy packages.

“DHL couriers are the key touch points for customers. A fashionably designed uniform can lift the work spirit of each and every employee. This is one of the reasons why DHL has decided to roll out this new collection,” said Ms. Tang.

In addition to the show, DHL invited the very popular MACOTO Cobras' star pitcher, Lin En-yu, to be the special guest of the fashion show. Despite it being his first time on the catwalk, clad in DHL's new uniform, he exuded the style and confidence of a seasoned fashion model. Lin also expressed his thanks to DHL for its support of Taiwan baseball, as the company has played a crucial role, such as in providing express and logistical support, when the national baseball team participates in international tournaments. Wearing the DHL uniform, he related to DHL's commitment to go ‘All The Way’ for its customers.

“DHL has been sponsoring Taiwan's national baseball team since 2004. DHL serves as the exclusive express and logistics service partner for both the Taiwan team and Major League Baseball in the U.S. Having Lin En-yu as the special guest further enhances DHL's dynamic image,” said Ms. Tang.

In the 2006 consumer brand survey by Marketing Magazine, DHL was voted as the ‘Best Express Brand’ for the fifth consecutive year. Also in 2006, DHL continued to cement its leadership position in the industry in Asia by again winning the prestigious Asia Platinum Award in the Airfreight/Courier Service Category at the eighth annual ‘Trusted Brand Awards 2006’ organized by Reader's Digest. The numerous award wins are reflective of DHL's best-in-class quality of service, and high brand image among its customers.