We all judge people based on the way they are dressed.
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 happens based on the clothing you wear - 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 team members 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.
According to this blog JC Penney's changed its dress code 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 sales associate 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 20-something dressed casually and are still adapting to some visible piercings.
Prioritizing brands you already know can help to quickly grasp this concept and begin to apply it to your retail management practices. To that end, I present my 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 stand out as individuals. As you move down the scale to uniforms, the employees become more faceless. No one sticks out and anyone can help you.
On the other hand if you require everyone to outfit themselves in business wear - outside of Manhattan - you could be wrong. By encouraging a dress code policy which includes the traditional suit and tie, your employee may end up making customers feel judged or that certain customers "aren't good enough to shop there." That's dangerous because it means your retailstore 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 a women's apparel store and you employ a sales associate who dresses sloppily, with haphazard prints and dirty shoes instead of more appropriate attire, 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 first meets you, they've subconsciously presumed your social class, education, income and intelligence by simply viewing your attire. The choices of clothing one makes to go to the workplace 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.