Shirts a little too unbuttoned. Flip flops or Crocs on the feet. Pants worn so low that they give a glimpse of the underwear. Jeans with holes (even if it is fashionable!). Stained or wrinkled clothing. These are just some examples of what employees wear in their workplace.
“Clothes do not make the man.” True. However, an outfit that is inappropriate or not in sync with the brand of a company can impact the customer experience and customers’ likelihood of buying your product or service.
Like it or not, customers primarily judge a company based on its appearance, store design and layout, website, fleet of vehicles and employees. A customer’s assessment of whether or not the company can be trusted takes a millisecond. Even before they speak one word, employees are evaluated by customers.
I already hear some people crying out about the freedom of expression. I’m more than OK with freedom, but there are lines that shouldn’t be crossed. And this limit varies depending on the nature of the company. For example, a T-shirt is appropriate for Apple store employees. On the other hand, it may be less suitable for an advisor in a financial institution.
Would you trust a bank employee wearing jeans and a t-shirt displaying “Fu** capitalism!” I know, I’m exaggerating, but I want to make my point: you have to adapt your dress code to the context. What type of company are employees working for? What type of clienteles do they serve?
Here is a reminder of what is not suitable for working in front of the public: flip flops, sandals, Crocs, crop tops, T-shirts with messages or offensive visual, T-shirt s in general (depending on the area of work), dirty clothes or apron, pants worn too low (if you see underwear, it is too low), shorts, tight leggings or yoga clothes, chewing gum, and anything dirty (nails, hands, hair).
Beware of body odor. The smell of sweat might be repulsive, especially when a waiter stretches his/her arm to serve clients in a restaurant. This has happened to me before. And I will never return to the establishment for fear of being served by this employee. Let’s say that the food had a weird taste! Bad breath, the smell of cigarettes are also to be avoided. Too much perfume is not much better.
Also, be careful of plunging necklines or shirts buttoned too low. Ladies and gentlemen: you are not in your yard or at the beach.
And the beard? It must be well-trimmed and clean. It’s that simple.
I’m not saying that you should dress in a three-piece suit with tie. I’m just saying that depending on the environment, the nature of the work and the clientele, an outfit must be appropriate and reflect a certain level pf professionalism.
What about uniforms? A uniform is sometimes required, for example ,when one represents a prestige brand like Nespresso. You’ve got to admit that it would be odd to see Nespresso employees in grubby jeans with holes.
According to a study by Ramstad in the United States, employees would like to clearly know what is acceptable or not as a dress code at work, even if they prefer casual wear.
In this regard, Bob Phibbs, “the Retail Doctor,” offers good advice and an interesting perspective.
You can also read Monster’s suggestions for retail employees.Your key takeaway? How employees dress at work is a matter of respect for the brand—and the customer.
Originally published on Les Affaires blog – © Daniel Lafrenière – All rights reserved