Fashion Faux Pas

By Terri Morrison
© Copyright 2004, All Rights Reserved

Even mistakes in your accessories can be highly detrimental to a prospective sale. For example, there’s the story of the Texan and the Italian in Chile. A large Chilean firm was nearing the end of a contract-evaluation process for oilfield equipment. The Texan and Italian CEOs both had bids in on the contract; both wanted the job. When the final negotiations approached, the president of the Chilean firm asked to meet the short-list bidders before making his decision.

The CEO from Texas arrived for his meeting in Santiago wearing an expensive light-gray suit. His jewelry included a chunky gold bracelet, a designer watch, a heavy gold ring from his alma mater, a massive silver belt buckle and a set of snakeskin boots.

When the Italian arrived, he wore a dark, well-fitted suit, a subtle tie, and was devoid of jewelry.

Although the U.S. company actually had a broader line of products, the Chilean awarded the contract to the Italian firm. After it was over, the Chilean president offered some insight into his decision :

“The U.S. company’s products may have been nominally better than the Italians’, but I needed to trust the CEO of the company I was going to work with. The ostentatious show of jewelry and the loud clothes on the U.S. CEO indicated to me that he was in business to amass personal wealth and had the poor judgment to show it.”

Chileans generally opt for more conservative clothing. Bright colors and flashy fashions are not suitable, nor are eye-catching accessories (lapel pins, etc.).

Obviously, rules of correct attire vary from country to country. What is in good taste in Dallas may be totally wrong in Dubai or Delhi.

Have the right outfit

If you are traveling to any of the following destinations this fall, consider the following cultural guidelines and try to outfit yourself aptly for each country.

China : Even casual wear is somewhat conservative. Revealing clothing in a business environment may be offensive. In social situations, jeans are acceptable for both men and women.

England : Men’s shirts should not have pockets, but if they do, they should remain empty. Do not cram them full of pens, calculators, etc.

Argentina : Your entire wardrobe will be scrutinized. Argentines are very aware of European styles. Provocative clothing is rarely seen at work. Argentines tend toward the modest and subdued. Also, no matter how attractive native costumes appear to you, do not adopt them. Indian clothing is for Indians. The same goes for gaucho outfits.

Egypt, Saudi Arabia and much of the Middle East : Despite the heat, most of the body must remain covered in Muslim countries. While western businessmen and women do not have to adopt Islamic wardrobes, they are expected to wear very modest clothing in public. Necklines should be high and the sleeves should come at least to the elbows. For women, hemlines should be well below the knee, if not ankle-length. The overall effect should be one of baggy concealment; a full-length outfit that is tight or revealing is not acceptable.

Japan : Never appear casual at work. Slip-on shoes are best, since you remove them frequently. Tall women should eschew extremely high heels to avoid towering over their Japanese counterparts.

India : Remember that Hindus revere cows and may consider leather products offensive (especially in temples). Leave your finely tooled leather belts, wallets, boots and briefcases at home, and invest in some high-quality fabric accessories. 

France : The inventors of haute couture put a premium on style. Even low-paid, entry-level executives buy the best clothes they can afford. Frenchwomen are famous for their hard-edged, feminine chic : a smart tailleur and good shoes are a must.

In some countries, men remove their jackets at work (i.e., the Netherlands) while in other countries (Germany and France), executives usually do not loosen their ties or take off their jackets while at the office. Never be the first to shed your jacket.

Colors are important

As I mentioned in a previous article, colors can have significant meaning around the world. Some hues and patterns can set the wrong tone in certain locations :

Red can be a color of mourning in parts of Africa, and a red suit on a woman can imply she’s a tart.

Yellow is associated with illness in South Korea, and certain shades of yellow are reserved for the royal families to wear in Malaysia.

Military clothing can be illegal to wear or bring into the country in some places (Guatemala).

Particular stripes on ties can be associated with schools in the United Kingdom.

White is a color of mourning in much of Asia.

Green is associated with Islam in the Middle East. 

Green hats (like the famous “John Deere” signature caps) carry the connotation that you are a cuckold (your wife is cheating on you) in certain parts of Asia. Don’t hand them out at exhibitions or conferences!

In general, bright, vivid colors are not a good choice for business apparel in any country. Your garments form a large part of people’s first impressions of you, so investing in suitable attire will allow your clients to spend more time listening to what you say, rather than looking at what you wear.

Excerpted from OAG Frequent Flyer, December 13, 2003