2001 trade show trend: the reversal of the 'dress down' look

The new trend in trade show business attire is a sharper, cleaner, more professional appearance.

By Alan Konopacki, president, INCOMM International

Contents
The casual look became too casual
The reversal of the "dress down" look
"Dress up" is next
What's driving the change?

During the past decade, companies have had "dress down casual Fridays" which delighted employees. Psychologically, it changed the attitude of employees, and the belief was that it increased productivity. The casual look extended beyond the office and expanded to the public environment of trade shows and expositions. Salespeople who once wore suits and ties at trade show exhibits changed to golf shirts and jogging shoes. The 'casualization' grew rapidly, and by 1998, 50 to 80 percent of exhibit staffers wore casual attire.

In 2000, this direction started to change, and casual attire at trade shows is on the decline.

The casual look became too casual
In 1998, research conducted at INCOMM Center for Research (Chicago, IL) found that 86 percent of customers visiting a trade show exhibit responded positively to the casual attire of the salespeople. However, in 2000, customer attitudes changed, and only 45 percent of customers responded favorably to the casual attire of salespeople staffing exhibits.

What's the reason for this change in attitude? The casual look turned into a crumpled, unkempt look. Exhibitors moved from golf shirts to denim work shirts with logos on the back, and even to Hawaiian shirts and football jerseys. What was meant to be a friendlier look became so relaxed that it created a negative image according to customers visiting the exhibits. (Back to top)

The reversal of the "dress down" look
At trade shows, the exhibit staff's appearance creates a message of credibility, trust and respect for the customers. General Electric Plastics changed its staff attire from sweater vests with open-collared shirts to crisp, blue business shirts, bright ties, black dress slacks, and polished leather shoes. Research found that 81 percent of visitors polled at the exposition felt the appearance of the GE staff was more professional and credible than exhibit staffers in casual attire.

INCOMM's research found that exhibitors wearing suit coats were still ranked as too formal, and the casual sport shirt look was ranked too casual.

Customers also felt that senior management should stay with the formal business suit, while salespeople working the exhibit did not require a suit coat and should wear a business shirt, tie, dress slacks, and leather shoes. The dress up from casual attire applies to both men and women, with women wearing scarves instead of ties. (Back to top)

"Dress up" is next
Fashion fluctuates every few years, and this is happening now in the business environment. Sales of high-end men's suits were up by 30 percent in 2000, according to a report in the October 2000 issue of Forbes. GAP, the retailer of casual attire, finds sales are off for khakis.

The impact of casual attire is that it sometimes demonstrates a lack of respect for the customer. Most companies now do business on a global basis, and INCOMM's research found that international customers do not always accept casual attire. As a result, American companies are being forced back into a conservative appearance.

CEO Frank Nissel of Welex Extrusion Equipment says, "International customers put great importance on appearance, and selling a million dollar machine at a trade show is not something you do in a golf shirt."

Mike Quass of Diequa Corporation changed the company's staff attire from golf shirts to button-down collar dress shirts and neckties for the Diequa exhibit at the Design Engineering trade show.

John McCurdy, vice president of sales for Pliant Corporation, says, "Our sales staff has abandoned suit coats, but kept the style of long-sleeved shirts with ties for trade shows. The result—both salespeople and customers felt more comfortable. We looked more professional than exhibitors with golf shirts." Research found that the Pliant staff was remembered as professional and knowledgeable 60 days after the show. (Back to top)

What's driving the change?
Originally, "dress down casual Fridays" were the catalyst for the change of attire at offices, and this style spread to trade shows. In 1997-1998, customers at trade shows found that the few exhibitors with casual attire were unique, more approachable, and friendlier. However, these exhibitors quickly lost their uniqueness when over 50 percent of exhibitors arrived wearing sneakers and t-shirts, or denim shirts.

Although exhibit staffers prefer casual, open-collared shirts, customers say the overly casual look changes the image of the company, and look less professional. As one customer put it, "The denim shirts with logos make exhibitors look like bowling teams—not professional experts." American companies are now reversing from the "dress down" look, and moving back to dress trousers, dress shirts, and leather shoes. (Back to top)

SOURCE: Allen Konopacki, president of INCOMM International, center for trade show research and sales training. For more information: INCOMM International; 1005 North LaSalle Blvd., Suite 100; Chicago, IL 60610. Tel: 312-642-9377; e-mail allen@tradeshowresearch.com; www.tradeshowresearch.com.