Is exhibition stand dress code important?

LDS. 2008-7-10

You bet! How your stand staff dress is a reflection of your company image. It doesn¡¯t have to be formal business wear but it does have to be presentable.

Using a exhibition stand uniform is a popular approach. This can be business suits and ties with each staff member in the same colour of suit, shirt and shoes or it can be less formal using logo apparel as part of a broader brand awareness strategy.

Some companies opt for a theme to their stand and carry it through to their dress code in the form of a national costume, specially designed shirt or other bespoke dress wear.

What you decide is up to you but it should fit with your exhibiting objectives. What¡¯s important is that:

• You communicate the dress code to the stand staff beforehand so as to avoid embarrassment to an individual or the company
• Your stand staff all look the same
• Your stand staff are clearly identifiable for visitors

A dress code can turn your staff into a network of moving advertisements for your company. Your stand staff become easily identifiable on the show floor and your unified look can help promote a team atmosphere and make your staff feel more comfortable and therefore more productive.