Studies have proven that fifty-five percent of your visitors impression of you comes from what they see. It’s your para-verbal behavior, which is made up with such things as gestures, eye contact, posture and what you are wearing.

Dress is always a controversial topic. Exhibitors either dress too formally or too casually. Then there are those who choose to have their staff dressed all the same. It’s hard to know what’s right. The underlying word that should guide your choice of dress is professional. How would a professional in your industry dress?  The problem is that the word professional has changed dramatically over the past few years. In some industries it would have been the norm to dress in a suit and tie. Now it seems that sport shirts are quite appropriate. Then there is the issue of culture. In some areas of the world culture demands more or less formal clothes.

The bottom line is that its difficult to find what is the appropriate way to dress. So, here’s a guideline for you to consider. Wear what you would wear if you were visiting a customer at their place of business from Monday to Thursday -we don’t count dress-down Friday’s.  If it’s okay to attend at their place of business then it’s probably okay for a trade show.

Then there is the discussion about themed clothing – golf shirts, buttoned down shirts etc.  Well chosen themed clothing can look very professional. In addition it provides lots of additional benefits such as when you tie in the color and messaging on your clothes to the display. Then it becomes easy for visitors to know who to approach at the busy show. Your staff also becomes a walking billboard during their breaks as they make their rounds of the show.

If you choose the theme clothing option here are some considerations.

1.    Don’t limit your choices to shirts. Theme clothing comes in all forms such as ties, arm bands, blazers, hats, bandanas, vests and sweaters. So rather than doing what everyone else is doing make a statement and do something different.

2.    Choose clothes that are of good quality. It’s your image that is at stake, Loose threads, wrinkles and arms that are falling off are a direct link to your visitors impression of your company.

3.    Tie the coloring and messaging on your clothes to those in the booth. Remember that your staff is walking billboards. Don’t make these messages so subtle that someone has to be standing immediately I n front of your staff to get the message.

4.    Choose cloths that are gender and physique neutral. You don’t want any one feeling uncomfortable wearing what you choose.

5.    Make it mandatory. If you choose theme clothing it is a must for everyone who is working at the booth. Your instruction should also include that cloths to wear in addition for example you provide the shirt and everyone wears black pants.

6.    If you show is more than one day long ensure that people have a change of clothing. Or, at least provide overnight laundry service. It’s important to look fresh and eager each day of the show.

Whether you choose a professional look related to how you would visit a client or choose theme clothing you need to understand the consequences of that decision. Make sure your staff are on board and understand how important how they look can be.