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How to Dress for Trade Show Success

Understanding the nuances of dress code to create your own style can upscale your image as well as book of business. And, dressing for success at a trade show is no different.  You have the opportunity to influence thousands in a positive way, so why not look and feel your best!

Trade show talk is trade show talk no matter what your industry, but you may have an edge with how you look and your appearance on the show floor. First and foremost, you should be reflecting your brand. If your banners are red and your staff is wearing orange that’s a problem Houston!  Take time and consider your brand colors, personality, booth design and the tone of the trade show – including attendee demographics before you choose staff wear.

If the look is corporate and buttoned up, be sure that staff shirts are neatly pressed, your team is matching each other in their apparel and everyone is sporting the current approved logo. You might want to save money by not ordering a dozen tops, but keep in mind that a faded or stained shirt speaks volumes about your brand. You don’t want your team looking sloppy, tired or wrinkled, do you?

The point to dressing for success when you’re an exhibitor at a trade show is to send the right message and put your potential client or customer base at ease by either fitting in or impressing them. If I had a choice, I’d go with making a   powerful impression and be sure that my team was looking top-notch and ready to score some business!

Here are few of my trade show favorites (and wardrobe staples):

Whisper Elite Twill Shirt

These shirts are the best! They’re are wrinkle-free, 55% cotton and 45% polyester, and have an expandable comfort collar for the perfect fit. They’re available for men and women and what I love is that the women’s shirt is fitted for a more fashionable (and less boxy) look. Three cheers for a shirt that finally lets a woman look like a woman!

Solid Jersey Polos

This solid jersey polo is 100% micro-polyester and has a flat knit collar, hemmed sleeves and is stain resistant. The polos are easy to machine wash and dry and come in a variety of colors. They also maintain their shape very well and wick moisture properties fight odors. That’s a big plus for those long hours on the trade show floor. You always want to stay fresh!


Make the investment in your brand and ‘brand up’ with trade show apparel that reflects your company’s image and success. Oh, and don’t forget to tell everyone to wear comfortable shoes! I love the Clark® brand.

Hope you find these tips helpful as you plan your next trade show and scoop some new business.