Keep Your Store's Dress Codes in Fashion

The Sun-Maid Raisin girl is being updated—with limitations. The trademarked brand symbol on product boxes from Sun-Maid Growers of California is staying the same, but in advertising, the Sun-Maid Raisin girl is looking new. The changes have not been universally praised. A Yahoo.com posting opines that she resembles "a Barbie Doll in Amish attire," and one on the feminist website Jezebel.com complains that it looks like the Sun-Maid Raisin girl felt a need not just for contemporary eyebrows, but also "some implants."
     The appearance of these changes in one of the best known brand symbols in the world serves as an occasion for you to review the dress codes for your own brand symbols, store décor, and staff. As you look towards taking down the 2009 calendars and posting the 2010 ones, and as the holiday decorations on your walls, websites, and employees get put back in storage, assess whether you are sufficiently fashionable.
     Dress codes are always a thorny issue for owners and operators of retail stores. When it comes to brand symbols, there are things you can do that you can't do with your staff standards. For instance, as thin became in, the Pillsbury Doughboy consistently slimmed down over the years. Mandating small dress and pants sizes for your retailing staff probably wouldn't fly.
     And with brand symbols, you can always decide to give up. The original Betty Crocker of 1936 has had at least seven fashion makeovers since then, with the latest news being that the company is throwing in the towel and pulling out a red spoon to replace Betty altogether. Still, when it comes to your staff, avoiding decisions about dress codes is not a workable strategy. Consider what will work, and as part of that, what will motivate your staff by pleasing them.