It's in the Bag

I was talking to a close friend of mine who recently started her own business. She never struck me as the stereotypical fashionista--her wardrobe consisting mainly of old jeans and sweatshirts--but I listened in disbelief as she ecstatically related to me her most recent purchase--a new designer bag bought at a bargain price.

Her uncharacteristic behavior must have caused a befuddled look to cross my face because she immediately proceeded to justify her purchase. She said the clients she is trying to attract care about “those” things—designer labels, fashion and luxury products. The people in her town who saw the bag immediately doled out compliments on her taste and she was able to snag a few potential customers through the impromptu conversations. 

“To me it’s just a bag. I don’t care. But everything is about appearance to these people,” she said. “So what if I spent $100 on a [designer bag]? That doesn’t bother me because I would rather spend that small amount of money now and fill this bag with their money [when I get their business] later.”

That last comment made me stop rolling my eyes at her splurge and start thinking how appearance fits into branding strategy. She was on to something.

Companies distinguish their brands with clear-cut marketing, consistent logos and styles, and a commitment to customer service. But how do its employees play a role? Sales reps must always look presentable and professional when meeting with clients. CEOs and upper management—even middle management—must dress to impress on a regular basis to establish a sense of professionalism with their employees. Does it matter if your sales reps wear a suit by no-name brand or Armani? Does it matter if you use a cell phone that you have had since 2002? The answer is a resounding yes.

Although not everyone is brand savvy or up-to-date on the latest runway styles, they subconsciously notice how you dress and accessorize. Designer brands breathe success. They tell your clients, “I am a competent professional. I can give you quality business. And I know this because I have been successful enough to afford the designer clothes I am wearing.”

Does your style attract business? It’s something to think about the next time you reach for those discount shoes at Payless.