The purpose of this paper was to examine the structural relationship between uniform design on self-image and Customer Orientation in the context of duty free shop employees. To achieve this end, Data for this study was collected from 403 employees from duty free shops in Incheon International Airport and 2 places in metropolitan Seoul. The results of structural equation modeling reveal that interpretation, symbolic factor in uniform had a positive effect on satisfaction and professional ability factors of self-image. The symbolic factor improves the duty free shop in a particular brand shop employees`` uniform. Aesthetic factor in uniform had a negative effect on leadership and satisfaction factors of self-image. On the duty free uniform, we need to more emphasize visual images and high class aesthetic characteristics. Functional factor in uniform had a positive effect on all factors of self-image. Also, leadership and satisfaction factors of self-image had a positive effect on customer orientation. For the uniform to be improved there must be full cooperation between employees and management. Therefore, management needs to collect and evaluate any comments and suggestions on proposed changes. Furthermore, this study provides guidelines to help improve customer service. When employees are more satisfied with their uniform, they will give more confident and enthusiastic service to the customers.