I’m all for creative freedom when it comes to hairstyles, apparel, and skin ornamentations. However, when it comes to a business, it’s important to think about your brand, your mission statement, and your target market. Do you currently have a section in your employee handbook that addresses how your staff should look and present themselves when on your selling floor? If not, it’s time to consider developing some guidelines.  

Generally, people are attracted to a sales environment that already supports their way of dressing and accessorizing. However, there are some instances where someone may be a great salesperson, but doesn’t know how to put together a cohesive look and could benefit from some guidelines to maintain your brand standards. 

Here are five items to consider in your guidelines: 

1. Face/Hair

This is the first thing a customer notices. What are acceptable hairstyles, makeup, and body adornments that align to your brand? A polished updo is great for a jewelry store but may appear out of place in an athletic store.  

2. Clothes 

Once staff members come out from behind a case or counter, their clothing is the next thing customers will see. Is the outfit appropriate for your brand and clientele?  If you’re selling high-end furniture, a faded polo and shorts won’t convey sophistication. 

3. Shoes

Shoes express an aspect of a person’s personality and, just like clothes, need to align to your brand and the perception you want to convey.  Without guidelines, staff may arrive to work in flip flops or UGG boots that may not express the desired message of your brand.  

4. Hands

Staff often handle products during a sale therefore it’s important that skin and nails are in good shape. It may even be a nice perk to offer manicures once a quarter to everyone. (Men get the “buff” option.) The higher the cost of the merchandise, the better the hands and nails should look.  

5. Fragrance

If someone has too much cologne or perfume on, it can be a turn off to customers and other staff. A subtle aroma can be helpful in befriending and communicating with customers. Keeping personal aromas subtle doesn’t interfere with any signature aroma intentionally imparted into the store 

Dress and personal appearance can be a sensitive topic but an important one to effectively communicate your brand. As much as your physical store design impacts your brand, so does the appearance of your staff. If you’re not comfortable speaking with staff about this topic directly, consider hiring an image consultant to share the impact staff appearance has on your brand and store perception and highlight key issues for all staff equally. You will be amazed how much each person can learn about their own style/look and how to adapt it to work within your brand. 

Supporting your employees on how they present themselves on your selling floor will help them become more confident and sell more effectively, creating a strong return on your investment for your staff, your clientele, and yourself.