DRESS FOR SUCCESS

WHAT TO WEAR –

Dressing for exhibition success

What you wear at an exhibition can have a big impact on how clients perceive you and your company’s products and services. In fact 55% of how you are judged is what you look like! How you are dressed and groomed, plus your body language will all play a part.

Smart companies have their sales staff dress to suit their audiences and the same rules apply when on the exhibition floor. An apron is suitable attire if you are demonstrating kitchen appliances at a cooking show; a business suit is probably not.

First and foremost, clothing should be comfortable and suitable for the exhibition hall temperature, rather than the outside temperature. If you are exhibiting in an event that has outside space you obviously need to take this into consideration. Most settings will start cold inside until the opening, when the combination of people and lights then produce heat, so that all of a sudden the temperature will rise rapidly.

This is important in briefing staff, especially if a uniform is being worn by all, as the different range of warmer tops could put all the look and planning to waste!

Here are some things to consider:

COLOUR, COMFORT & STYLE

All important considerations when deciding on what is appropriate. Colour has physiological and psychological effects on people. Studies have shown that the most popular colour is blue, which is easy to look at and inoffensive. Choose colours with your customers in mind, not your own personal preferences.

UNIFORMS

If uniforms are being worn, make sure they suit all staff, as we do come in all shapes! Uniforms can be unflattering on some body shapes, and they will need to still look great at the end of the day. Keep spares of the uniform and accessories on the stand to allow for accidents.

FOOTWEAR

A very important consideration as this can affect your staff’s productivity. Think about it; most exhibition spaces are on concrete. Unlike offices and homes where there is carpet underlay, the tiles sit straight on the concrete – it’s not the place to break in a new pair of shoes. For the same reason, women shouldn’t wear high heels. Flat heels will serve you better. Wear thick socks rather than thin, and stick to pure cotton or wool. Sprinkle baby powder in your shoes and apply to your feet at the beginning of the day. Your feet will thank you at the end of the day!

COMFORT

If you are comfortable it will show and your customers will become more relaxed. Avoid tight fitting clothing. Certain clothing will send the message you are a successful professional. Image is all-important.

BE PRACTICAL

Also consider the practical aspects. Perhaps the staff need to carry business cards, note pad and pen? This may distort or even cover part of the uniform.

Carry a stand kit and have few things on hand that will assist over the few days:

Eye drops
Breath mints
Water bottles/dispenser
Band-aids

A FINAL TIP:

Make sure all staff wear their name badge clearly visible – high on the right side, not at a right angle or askew. This will ensure eye contact is made when you shake hands. Discourage staff from wearing badges at waist level because they think it looks trendy; gazing into the nether regions will certainly make people feel uncomfortable!

IN A NUT SHELL:

Put your best foot forward:

Have a defined policy for what your staff are to wear
Make sure your uniform has a range of clothing to cater for all weather conditions
Specify exact standards for employee-supplied items of clothing