If a guy walked into your shop and saw you dressed in white makeup, wild red hair, clown shoes, a red nose, baggy colorful pants, a bunch of balloons and a painted on smile, he'd probably quickly decide this guy is a clown.
That’s because customers judge you within nanoseconds of spotting you. Your good looks, your warm personality and your product knowledge will have to wait until after they have decided whether to trust you.
And that comes based on the way you dress - whether you are behind the counter, working with a customer or just returning from a break.
When we meet a stranger, we all play a sorting game. What is perfectly acceptable in an average department store is a step below a Nordstrom. Dress codes were created because some employees don't notice any difference.
And that's a problem...
Because if customers don't trust you and don’t feel you represent the brand – they won’t trust anything you say to them about fit, appropriateness or style. Instead, they'll trust their friends on Instagram and cut the employee out of the buying cycle.
And that’s not good if customers don’t trust you…
JC Penny's recently changed its dress code according to this blog to “jeans, t-shirt, and clean tennis shoes. R.I.P. the tie and dress shirt, good-bye to dresses and panty hose, and farewell to high heels and dress pants. You will all be missed dearly - imagine having a lady in a t-shirt and jeans, no makeup or perfume, fit you in a bra. Now someone like this [sic] giving advice on how to wear a prom dress and what shoes to wear with it.”
If you're a teen retailer dress codes might not need to be strict but if you are selling luxury watches, clothing or services, your employee needs to be seen as a player right away. That means for a luxury brand they aren't just wearing a suit, but an Armani.
Boomer customers dropping off their most precious pieces of jewelry want to see people they trust and have faith in. They won’t trust a twenty- something dressed casually.
Prioritizing by brands you already know can help to quickly grasp this concept. To that end, I present my 8 Levels of Dress Code.
The 8 Levels of Dress Code:
- Tiffany’s – Designer suiting
- Your bank – Business suiting
- Nordstrom – Business casual
- Macy’s – Casual with guidelines
- Penney’s - Casual
- Convenience Store - Street clothes
- Apple – Branded T-shirt
- Fast food - Uniform
Notice the highest levels allow employees more personalization to standout as individuals. As you move down the scale to uniforms, the employees become more faceless. No one sticks out and anyone can help you.Discover A Common Mistake Selling To The Luxury Retail Market
On the other hand if you require everyone to dress in business wear – outside of Manhattan – you could be wrong. By encouraging employees to dress in the traditional suit and tie, they may be making customers feel judged or that certain customers “aren’t good enough to shop there.” That’s dangerous because it means your retail sales crew will have to work even harder to break down the barriers between strangers in order to get the customer to trust them.
For most areas, guys can lose the tie.
But overdressing is much less dangerous than having your employees look worse than the average luxury, i.e. Boomer customer, the ones who still have money, expect when they shop.
Part of the way you set yourself apart comes when customers walk in your doors. If you are an apparel store and you have a girl who dresses sloppily, with haphazard prints and dirty shoes, will she ever be able to sell your best wears? Doubtful because in that setting, she can be judged as someone not to be trusted.
If you are the owner or manager, you should dress one level up. It affects the confidence you give off and you’ll look like someone in charge. Customers like that.
It may be shallow but the old five-second rule is very much alive. When a stranger meets you, by your clothing they've subconsciously presumed your social class, education, income and intelligence. The choices of clothing one makes to go to work signals their interest in the job, their respect for the brand and even their level of wanting to succeed in that job.
Once you open your mouth you can either prove those judgments right or wrong but you may never get that chance as customers avoid those they don’t trust.
Dress the part…