“First impressions do count, and there’s lots of psychology around that,” she says “You can only create a first impression once,” she says.
“If you’re in client-facing role, there is a perception around your services. If you’re a consulting company and you’re charging a fortune, and your consultants are going out representing your company while dressed casually, of course that would create a horrible impression.”
Image consultant and former fashion designer Jon Michail says technology firms have inspired a casual-corporate look since the 1980s. But he stresses it’s not a look that works for most businesses.
“Historically these companies didn’t deal with people, but with technology. So they could let loose on those things. But if your business deals with human beings, if you look down-and-out, that’s how you message. If you’re really talented you’ll overcome that, but you create hurdles for yourself.”
As the casualization of the workforce began in the 1980s, when staff began doing shorter stints in each job, many leaders have forgotten their role in setting the tone of the office, Michail says. “Leaders have lost sense of what true leadership’s all about, and have started presenting down-and-out.
“You could do that when things were booming. But you’ve got an American [Redmond] coming from an American economy in serious trouble. They know where strategic, powerful, influential leadership is important, [and] looking down-and-out will not do that. Presenting influence, power and success also means the visual aspect.”
The ideal corporate attire, Magowan says, is neutral. It looks polished and tasteful, but should fade into the background, letting people focus on other things when interacting with you. “It should be just another uniform,” she says.
Dally-Watkins says this is forgotten by too many people, especially young ones, and is hamstringing their careers.
“Your clothes should match. You should dress correctly. It makes you look important. And it makes your staff look important and proud because they represent themselves well.”
“Somebody has to lift up the image of young people because I am appalled. I’ve just been around to my students – they’re wearing short skirts whether their legs are ugly or not. They’re wearing dresses that show their bosoms. The magazines are promoting it. Shoes, stiletto heels with high soles, they’re ugly and damaging to the health of their legs, and they can’t walk in them and they’re too flashy.
“Everyone should be looking at your lovely face, not your shoes.”
In many business situations, traditional corporate attire (buttoned-up suits, clean-shaven faces for the men and high heels for the women) isn’t the done thing. Dally-Watkins says while clothes should be conservative and flattering, they should also be in keeping with the culture.
“There are some businesses that are very casual, and in the suburbs. In those workplaces you shouldn’t overdo it. You should dress accordingly because that shows intelligence.”
Magowan says dressing different for work is useful for psychologically preparing people for the day. “There’s always been a separation between work and home,” she says.
“Even in information technology environments, for instance, where there’s a more casual dress code, it’s still a dress code. There’s still that group mentality aspect, there’s still that tradition and sense of corporate identity and so on.”
Though most businesses will develop an unspoken standard naturally, informed by how senior leaders dress, sometimes things can go wrong when this standard isn’t written down.
“If you have no policy around code of behaviour or presentation, then people can go awry,” Magowan says. “Most people do the right thing. Obviously it’s common sense, but it’s worth having a formal statement in place because there’s a percentage of the population who won’t do it unasked.”
Myriam Robin is a reporter for SmartCompany and its sister site LeadingCompany. She has degrees in economics, international studies and journalism. She likes writing about businesses taking risks and doing new things.
