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Fashion, Style Boutique, Sexy Outfit, Suits, Plus Wear? guide to the ‘Right’ Image

Written on July 24, 2008 – 7:01 am | by dodo

Traditional or Progressive?

Rarely when I ask people to describe their corporate image do they include both of these attributes — either a company sees itself as traditional or as progressive. Generally, the traditional companies are well-established while the progressive ones are often new, and aiming to chip away at their more traditional competitors.

In business, it can be risky to be exclusively traditional or progressive in image. Those overly concerned with tradition might be perceived as being too stuck in their ways and not adapting to the changes in the marketplace or the developing needs of their customers. Certain professional firms fall into this trap; for example, it can apply to some solicitors, doctors, accountants. While they want to inspire confidence in having a wealth of experience, they also need to project that they are up-to-date with new innovations and services.

Traditionalists need to shake their foundations from time to time to be sure their image is current as well as professional. Women in these firms are almost invariably discouraged from wearing trousers. For variety, they might try instead knit ensembles in interesting colours, such as a smart but loosely-tailored, knitted jacket over a simple knit dress or a toning top and skirt.

Bear in mind, however, that firms that value being and looking very progressive can worry customers that what they are selling or preaching today might be redundant tomorrow. So projecting a balance is terribly important.

The younger the company, the more it needs to instill confidence in its staying power. It might offer the most up-to-date products or services, at the most aggressive prices, but it needs also to project reliability and resiliency. Hence, you are advised to be more sober and reassuring in your dress.

The more progressive the company, often, the younger the staff. If you are working in such a concern naturally you will enjoy the spirit of the venture but you should always play safe in your attire. All too many women in such situations take greater liberties, wearing shorter skirts, inappropriate (that is, too trendy) jewellery and shoes that are too dressy — even frivolous — rather than smart. The outfits may actually have cost quite a lot of money but they just look cheap in business and don’t show the same professional ‘commitment’ as a good quality suit and a more `classic’ pair of earrings.

Business Travel Abroad

If your business takes you abroad, be guided by the standards of the culture in which you are doing business, but that does not mean you have to dress like the natives. It does mean, in particular, observe any national or local rules on such issues as skirt and sleeve lengths.

Travelling abroad is more of a minefield for women. It is all too easy to look parochial: the short, tight skirts acceptable in France don’t work in New York. The ‘big hair-do’ so necessary in Dallas would sabotage any deal in Tokyo. The clumpy boots so commonplace in Stockholm would look clumsy and unprofessional in Brussels.

If you have never visited the country before, and neither have any of your colleagues, play safe with a smart suit, not necessarily your most exciting, but rather one you would usually wear for a Board presentation. Wear real accessories if you own them; if not, try to borrow a good watch, pair of gold earrings and a good string of pearls. Wear your best shoes, current — not trendy — and in perfect condition.

Going International

If you are part of an international company with staff from many different nationalities, your future advancement will depend greatly on your superiors’ perception of how well you get along with others. Your own work group might all be nationals, but you are advised to spread your wings and become known throughout the organisation. Observe any characteristic differences in the dress of other nationalities. If they are expatriates do they look as though they are? Or have they adapted their image to look totally integrated into the company?

How well do you think your own image ‘travels’? Ask yourself: if you were lined up on an identity parade, would people be able to tell that you are from London, New York, Frankfurt, Milan, Sydney or Tokyo? What are the signs that give your nationality away? Do those distinctions make you proud or uncomfortable when you travel or if you compare yourself to others in your international organisation?

My advice is to resist the temptations to wear things that give away your nationality. This is not to suggest that you shouldn’t be proud of being British, German, Japanese, American or whatever but never appear so typically nationalistic that others will infer that you are parochial, and unable to adapt, or to understand and appreciate the richness of other countries, other cultures, other peoples.

Shop for your clothes at stores that stock international labels — not difficult to find these days. Pay special attention to those accessories valued by all nationalities — your watch, your attaché or brief-case, and your shoes.

Consult your international colleagues; encourage their views on your own image. Your goal is to dress and behave in ways that could travel anywhere and relate to anyone, in any country. Once you achieve this, you will be a prime candidate for advancement.

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