When I was learning colour and image in the early Eighties, the entire class met at Cole Brothers’ department store in Sheffield for an early morning coffee and an EXPERIMENT.
Coles later became a John Lewis store.
However, for those of us old enough to remember the halcyon days of shopping in a proper Selfridges-style department store, this was going to be a day to remember.
Ladies’ fashions were on the first floor. When you arrived at the top of the escalator everyone was in awe of all the gorgeously-made clothes and also of the small band of professionally-trained fashion assistants:
- These venerables could look you up and down. And, in less than the time it took you to blush, they knew exactly what size dress, skirt, trousers, bra, stockings, and girdle you needed!
- They were trained to serve, to know their stock inside out, to know what was coming in and when, and to show you how to look utterly wonderful in the colours and styles that brought out your best features
- These people were brilliant at what they achieved for their customers and were, accordingly, paid handsome commissions for creating loyal customers and massive repeat business for the store
They knew exactly who their ideal client was – purely by looking at them
They made their living from commissions from selling clothes.
So, not only did they have to be brilliant at designing outfits for individual customers, but also had to be brilliant at sussing out exactly who to spend their precious time with:
- avoiding those who would never buy
- and lavishing time and attention on those who would make them the biggest commissions
THE EXPERIMENT
Attempt #1
So it was with trepidation that, one at a time, we ascended the escalator that morning.
We were deliberately dressed in Eighties’ jeans, trainers, and an anorak, carrying either nothing or a knapsack.
Each of us wandered around the ladies’ fashion section for about 10 minutes, some of us even daring to pick up a piece or two to admire it.
But not one person came to ask if we’d like some help!
The venerables were probably hiding behind the curtain, waiting for us to vacate their domain.
We all met again in the coffee bar to report our resounding and unanimous failure to get served.
Attempt #2
Having changed in the ladies’ loo, we ascended the escalator once again.
This time, we were all wearing a smart skirt and jacket, stockings and court shoes, with a leather handbag.
Two of our group had put their hair up and we had all applied make-up and lipstick.
Every single one of us reported later that all we had to do was reach out to touch somethng on the rails before a voice asked, “How may I help you, madam?”
Results
Clearly, the same venerables who had avoided us before now found us worthy enough to warrant investing their time with.
I was still exactly the same person, with exactly the same personality, and with exactly the same amount of money in my pocket…
But what I was wearing was telling these professionals that I was a very different kind of potential customer from the type I had presented earlier.
Conclusion
WHAT YOU WEAR TELLS OTHER PEOPLE HOW TO TREAT YOU!
So, if you’re being ignored by shop assistants and the like, before you blame the assistant, I suggest you take a good, long look at how you’re presenting yourself.
People WILL form an immediate impression of you
Whether you like it or not, we all judge each other by what we see first.
And that includes the clothes you’re wearing, your hairstyle and accessories, and the way you behave.
It’s totally impractical to expect any of us to engage the world and his mother in conversation just to discover whether they’re a ‘good egg’ or not…
We simply haven’t got the time!
Other people WILL absolutely form an immediate impression of you.
The point is that YOU have full control over whether it’s a good one – or not!
