Brits need help to ‘dress for success’

In spite of fashion advice programmes filling our TV screen, us Brits can still find it difficult knowing how to dress for business, a poll by Best Western Hotels GB revealed this week. The hotel group has spurred UK business people into action following revelations that conferences can confuse us, office parties are perplexing and interviews are impossible when it comes to business dress.

The research, conducted by YouGov on behalf of Best Western, revealed that half of us (47 per cent) struggle to know how to dress for business meetings and conferences and one in three of us have confessed to arriving at them under-dressed.

Also worrying is the fact that over a third of us (34 per cent) need help to know what to wear for the perennial office party and nearly a fifth of men (19 per cent) have simply no idea what to wear at conferences.

The hotel group, which offers more than 1,200 meeting rooms at its hotels through the free conference and venue finding service, First Place, became aware that many of its guests were unsure of how to dress for conferences and meetings and needed a helping hand.

What’s more, with women generally coming under more scrutiny than men for the way they dress in business scenarios, the hotel group was keen to make sure women felt they had reliable advice to help them.

In conjunction with top image guru, Karen Kay, Best Western Hotels GB has now launched a dedicated website – Bestwestern.co.uk/dressforsuccess - where Brits can get some much needed tips and advice on dressing for business.

As a nation, the research also revealed that we believe we lag behind our European counterparts, with both men and women unanimously voting Italy as the country that boasts the best dressed business people. Nearly half of all men and women (44 and 47 per cent respectively) voted for the birthplace of style icons such as Versace, Valentino and Armani.

For women, France followed in second place, with nearly a quarter (24 per cent) thinking that Parisians and their fellow countrymen and women can out-dress us round the board table.

Interestingly, men were more likely to favour the German style of dress, with 14 per cent thinking they scrubbed up best for business, as opposed to a measly 3 per cent of women.

When it comes to colours, yellow came out of the survey as the worst to wear for business dress, closely followed by pink, with 82 and 79 per cent respectively of all respondents deeming them unsuitable for business scenarios.

However, this winter’s colour of choice, purple, was unfavoured by 55 per cent of respondents with no surprise that eternal favourites black and grey received the most favourable response.

Mikhaila Brentnall, PR Manager, Best Western Hotels GB, said: “Our research clearly showed that as a nation, we’re a little stumped when it comes to dressing appropriately for different business scenarios.

“As a hotel group we’ve also had first hand experience of seeing delegates and employees at conferences and meetings nervously assessing what colleagues and associates are wearing, for fear of being badly dressed.

“In response, we’ve joined with celebrity stylist Karen Kay to help people to dress for success and to give them at all levels the confidence they need.”

Karen Kay, image consultant, said: “My advice for those attending a conference would be even though you’re away, remember that you are dressing for a work-related function. It’s easy to fall into clothing complacency when away from your traditional workplace environment, but this is a prime opportunity for management to view the future potential of their staff.

“If you have seminars and presentations during the day, wear business-like attire and treat it as a ‘working wardrobe’. If your boss has told you that more informal clothes are acceptable, err on the side of caution.

“For example, I would suggest jeans are risky; opt for less casual skirts and trousers instead. Remember, you still need to make the effort to look presentable, even though you are dressed more casually, so make sure clothes are pressed neatly, shoes are polished and your hair is tidy.”

For more information about Best Western Hotels GB and the ‘Dress for Success campaign’, with a selection of clothing suggestions and hints and tips visit Bestwestern.co.uk/dressforsuccess

Karen Kay’s top tips for dressing for success in business

DO…

- Look after your working wardrobe. Replace missing buttons, hang up your suit and polish your shoes.
- Get professionally measured and buy clothes accordingly: don’t just assume you’re still a 16.5 shirt collar because that’s what your mum bought you 25 years ago.
- Practice your tie-knotting – and always un-knot them at the end of the day (don’t loosen and pull over your head) before storing the tie properly – either hung on a hanger or rack, or rolled neatly.
- Pay attention to what those above you on the career ladder are wearing. While it would be freaky to mimic their style in a copycat manner, try and emulate the look in a way that works for you.
- Invest in good quality where it counts: you can get away with a cheaper shirt if you have a great tie. A sophisticated belt or briefcase will do wonders for a run-of-the-mill suit.

DON’T….

- Ever forget you are dressing for success, not to seduce. Keep your out-of-hours wardrobe separate from your professional attire.
- Be complacent about your clothing. Take a fresh look at your wardrobe every few months and discard anything that is permanently soiled or doesn’t fit. Try new combinations of existing pieces in your closet, too, then add the odd new item to freshen up your style.
- Think you have to be fashionable to look fabulous. What works on the catwalks doesn’t necessarily work in the office. Go for well-fitting, classic pieces that flatter, with a nod to seasonal styling if it is appropriate.
- Wear anything that is uncomfortable. It will show if you are in pain as your shoes give you blisters, or your rollneck is itchy. Likewise, ensure your clothes function without letting you down - ie your skirt doesn't ride up indecently as you sit, or your cleavage doesn't spill out.
- Be afraid to go with your gut instinct: if clothes make you feel good, you’ll instantly come across as more confident.