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Suits vs. Golf Shirts at tradeshows

Posted on 10. Jul, 2008 by PJS in Tradeshow tips and tiffs

In the late 90’s, the tradeshow arena was transitioning from suits to corporate casual.  For the “worker ants”… the people stuck at the booth 10 hours a day, we were ecstatic over this new craze.  Wearing a suit was never a bad thing, but when responsible for not only talking with prospects but also setting up and maintaining the booth, the suit was restrictive and very uncomfortable. 

Now at that time the worker ants were excited because we were much more comfortable at the show but the transition was never about comfort.  It was about branding.  When suits were worn everyone at the booth looked different.  When corporate casual came about, the booth staff suddenly looked like a team.  For example, everyone was dressed in black slacks with a white company golf/polo shirt.  The booth now looked more organized and when booth staff left the booth and walked around the show floor, attendees knew who they were, thus branding beyond the booth.  Note:  In Europe the corp casual is not as popular as in the States.
 
While corp casual still holds strong today, some exhibitors are busting out the suits again.  WHY?  Probably because an executive, who does not have to work the show floor all day, decided to … but probably more so the main reason is they are trying to differentiate themselves from the mainstream (which is wearing corp casual).  Additionally you can’t go wrong with a suit if you want to look professional.  Once again, you do sacrifice branding.

WHERE CORP CASUAL CAN GO WRONG:  Corporate casual can look very professional, but some companies try to flaunt a cheesy, cheap polo shirt that looks like garbage.  (Not the type of branding we’re looking for)  If you go corp casual don’t go cheap.  Make sure you get a high quality shirt and the shirts do not need to be a golf shirt, you can also go with a button down.       

Conclusion:  To suit or not to suit?  Each company has their own style and way to portray itself, so wear what you want, just look good doing it.                 
 

Tags: casual, conferences, cons, corporate, dress code, pros, shirts, suits, tradeshows