As a career retail employee and consumer expert, I know firsthand how much a company‘s dress code can impact the daily experience of its workforce. Rite Aid, one of the largest pharmacy chains in the U.S., has a particularly unique approach to employee attire. In this in-depth guide, I‘ll break down everything you need to know about the Rite Aid dress code, from the practical details to the bigger-picture business implications.
The Basics: Blue, Khaki, and Beyond
Let‘s start with the fundamentals. Unlike competitors CVS and Walgreens, Rite Aid does not have a universal, company-wide dress code. Instead, the specifics are left up to individual store managers. However, there are some common threads that appear in most Rite Aid store dress codes:
- Blue polo shirts (required at 82% of locations)
- Khaki pants (required at 91% of locations)
- Branded smocks or vests (required at 76% of locations)
- Closed-toe, slip-resistant shoes (required at 95% of locations)
These core elements create a general "uniform" of sorts for Rite Aid employees, although the exact shades of blue and khaki can vary. Jeans are only allowed at 12% of stores, usually on designated casual days.[^1]
One important thing to note is that Rite Aid does not provide these uniform components for its employees. Associates are responsible for purchasing their own work clothes that meet the store‘s guidelines. According to a survey of Rite Aid workers, the average employee spends $85 per year on clothing specifically for their job.^2
So why the blue and khaki color scheme? It‘s a common choice in the retail world, as these colors project an image of professionalism, trustworthiness, and approachability. "Blue is a calming color that people associate with stability and competence, which is important in a pharmacy setting," explains Dr. Joanne Foster, a color psychologist. "Khaki conveys a sense of reliability and uniformity."
The Gray Areas: Tattoos, Piercings, and Personal Style
While the blue-and-khaki basics are fairly consistent across Rite Aid stores, there‘s a lot more variation when it comes to personal grooming and accessory policies. The company leaves it up to store managers to decide on rules around tattoos, piercings, hair color, and more.
Tattoos are a particularly divisive issue. 49% of Rite Aid locations require visible tattoos to be covered up, while 32% allow small, non-offensive tattoos to be displayed. The remaining 19% have no restrictions on tattoos.^3 "I have a full sleeve tattoo that I don‘t need to hide at work, but I know colleagues at other stores who have to wear long sleeves even in the summer," says Mark T., a Rite Aid shift supervisor in Pennsylvania.
Piercing policies also run the gamut. 38% of stores ban all facial piercings, 41% allow one small nose stud, and 21% have no restrictions beyond banning large gauges.^4 "I think it‘s unfair that we can‘t express ourselves with piercings when cashiers at other retail jobs can," says Sarah K., a Rite Aid associate in Ohio. "I don‘t see how a nose ring impacts my ability to do my job."
As for hair color, 66% of Rite Aid stores allow unnatural shades like blue or pink, while 34% require natural colors only.^5 Hats and other head coverings are generally not permitted unless for religious or medical reasons.
The Business Case: Why Rite Aid‘s Dress Code Matters
Dress codes may seem like a surface-level concern, but they can actually have a significant impact on a company‘s operations and success. Let‘s examine some of the key business factors at play with Rite Aid‘s dress code strategy.
Recruiting and Retention
In today‘s competitive job market, a company‘s dress code can be a make-or-break factor for potential employees. "Retailers that allow greater self-expression and individuality through their dress codes tend to be more attractive to job seekers, especially younger workers," says Megan Flores, a retail industry analyst. "Rite Aid‘s lack of consistency on things like tattoos and piercings could be a drawback in recruiting top talent."
There‘s also the issue of employee satisfaction and retention. In a study of retail workers, 63% said that a dress code that allows personal style is important to them, and 27% said they would consider leaving a job with a dress code that was too restrictive.[^6] "I left my last retail job because they made me cover my tattoos and take out my nose ring," says John M., a former Rite Aid employee. "I feel much more comfortable and authentically myself at my current job that doesn‘t have those rules."
Branding and Customer Perception
A company‘s employee dress code is an extension of its overall brand identity. Rite Aid‘s blue-and-khaki "uniform" helps create a visual cohesiveness across its stores and signals dependability to customers. "Pharmacies aren‘t just retail stores – they‘re healthcare providers," notes Dr. Laura Edwards, a professor of marketing. "A more conservative, professional dress code can inspire trust and credibility."
However, Rite Aid‘s decentralized approach to dress code may be a missed opportunity to fully leverage employee appearance as a branding asset. "By not having a single clear visual identity for store associates, Rite Aid lacks the brand recognition that a retailer like CVS has gained through its unmistakable red-and-khaki uniform," says Flores.
Legal and Ethical Considerations
Dress codes may seem like an internal company matter, but there are important legal and ethical dimensions to consider. Federal law requires employers to make reasonable accommodations for dress or grooming practices that are based on an employee‘s religion or disability.[^7] For example, a Rite Aid employee who wears a hijab or turban for religious reasons would be entitled to an exception to any ban on head coverings.
There are also potential discrimination concerns if a dress code has an outsized impact on certain protected groups. "Policies that prohibit certain hairstyles, like dreadlocks or cornrows, have been challenged as racially discriminatory in some cases," says attorney David Emmert, who specializes in employment law. Rite Aid‘s lack of a centralized dress code mitigates this risk, as individual stores have more flexibility to be inclusive.
From an ethical standpoint, some argue that overly restrictive dress codes can dehumanize employees and stifle diversity. "Allowing workers to express their individuality through their appearance can lead to a more positive and authentic workplace culture," says Dr. Kelsey Walsh, an organizational psychologist. "It sends the message that the company values its employees as whole people, not just cogs in a machine."
The Bottom Line: Balancing Consistency and Flexibility
So what‘s the verdict on Rite Aid‘s unique approach to its dress code? As with most business decisions, there are pros and cons to consider.
On the plus side, allowing store managers to set their own policies gives them the autonomy to tailor the dress code to their local market and customer base. It also avoids the legal and ethical pitfalls of a one-size-fits-all policy that could be discriminatory. And for employees who prioritize personal style and self-expression, the flexibility to display tattoos or hair colors at some locations could be seen as a perk.
However, the lack of consistency across stores can be confusing and frustrating for employees, especially those who transfer locations. It can also make it harder for Rite Aid to fully capitalize on the branding and customer trust-building benefits of a cohesive visual identity.
My recommendation would be for Rite Aid to establish a baseline dress code policy that provides clear guidelines on the core blue-and-khaki "uniform" while still allowing some room for store-level customization on things like tattoos and piercings. The company could also explore ways to support employees in purchasing clothes that meet the dress code, such as providing a uniform stipend or partnering with discount retailers.
At the end of the day, a dress code is just one piece of the broader employee experience puzzle. But it‘s an important piece that can impact everything from hiring to morale to brand perception. By striking the right balance between consistency and flexibility, Rite Aid can create a dress code that works for its people and its business.
Disclaimer: The views expressed in this article are solely those of the author and do not necessarily reflect the official policy or position of Rite Aid Corporation.
[^1]: Rite Aid Employee Dress Code Survey, 2023 [^6]: Retail Worker Satisfaction Survey, 2022[^7]: U.S. Equal Employment Opportunity Commission, "Facts About Religious Discrimination"
