DRESS CODES POSITIVELY IMPACT EMPLOYEE PERFORMANCE AND THE CUSTOMER’S PERCEPTION OF VALUE: BUT ENFORCEMENT CAN BE CHALLENGING

Researchers have proven that behavior is influenced by attire.  For example, students improve academic performance and get into less trouble after school, when they wear school uniforms.  Esprit de corps in the Canadian military suffered when the Government tried to economize by standardizing army, navy, and air force uniforms.  Traditions associated with each branch of the service had a powerful influence on troop morale.  Establishments with dress codes  are typically more productive, receive higher performance ratings from customers and can  charge more.  But the enforcement of dress codes  can be challenging. 

by LSI publisher Art McNeil

During a fishing trip, a couple of buddies and I, tired of camp cooking, decided to visit an exclusive resort.  Making ourselves as presentable as an outdoor wardrobe would allow we drove to town.  Much to our chagrin, the hotel had a dress code that called for the wearing of neck ties.  Fortunately, our driver carried a spare tie in the glove box of his car—the rest of us had to innovate.

Annoyed at the inconvenience, we approached the dinning room for another try.  A yellow and white striped tie on a plaid flannel shirt was reluctantly admissible; but our innovative solution angered the maitre d’.   “We can’t accept battery cables as a neck tie,” he snapped condescendingly.  “You’ll accept anything I put around my neck or we’ll sue,” barked my not surprisingly litigious friend.  He was an attorney in real life. The disgruntled maitre d’ reluctantly made an  exception—lightening the atmosphere with the pun, “but don’t you guys try starting  anything in here”.

On another occasion, business travel resulted in my having to week end in England.  I chose to stay at a quaint inn outside of London.  Sunday morning I rolled out of bed—jet lagged and irritable. I sleepwalked to the lobby for a much needed coffee.  There was only one dining room.  It was completely empty of customers so  I ignored the “wait to be seated” sign and found a table.  A tux garbed waiter appeared out of nowhere and with stiff upper lip advised me that I must dress for breakfast, even though there were no other guests to offend.  Room service was not available on weekends, they would not provide a java to go and there were no breakfast alternatives in the immediate vicinity.  Unfortunately, my  rental car didn’t carry battery cables.