How Professional Appearance of Employees Impacts Your Brand

Does employee appearance affect sales?


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Much in customer experience talks about digital transformation. Many companies are focusing their customer experience efforts on improving their website and developing a mobile app. These are certainly important business opportunities. However, a business can not forget about the basics. The world has gone very casual and different generations have different opinions of what a professional appearance is.


  • To provide actionable insight into how consumers react to the appearance of the employees that are helping them.
  • To help companies define the appearance code for their employees


This study will look at the generational (Millennial, Gen x, Boomers) definitions of a professional appearance. Specifically, we will look at tattoos, piercings, facial hair, jewelry and clothing to determine what is considered okay for a professional appearance and what is not. We will look at these professional appearance definitions by gender. The industry sectors we will look at include retail, finance, hotel and restaurants. Most importantly, we will determine if a non-professional look affects the purchase behavior.

Methodology: Quantitative

Quantitative Design

Number of Interviews: 900

Interview Length: 10 minutes

Statistical Analysis:

Will compare the three generations - Millennials, Gen X and Baby Boomers

Design Rationale:

Provides a large enough sample to comp[are across generations.

Quantitative Research Target

Gender: 50% Male, 50% Female

Ages: 22 to 72

Geography: US Only; Approximates national population distribution



Presentation: None

Funding Timeline (once project is approved): 60 days

Timing: 6 weeks from funding to delivery of final report


Company: ABN Partners

Previous Projects: 3

Rating: Supplier has not been rated

Supplier's Qualifications:

After more than 25 years in corporate market research, Neal Kreitman founded and is Senior Partner at ABN Partners. He has built successful market research functions at organizations of all sizes, from Internet start-ups to fortune 500 companies. He has extensive experience in both qualitative and quantitative research methods.

Neal is recognized as a highly skilled moderator, and survey design and analysis expert. Most importantly, he has the ability to translate business issues into research questions and identify the optimal research design. He provides impactful insights to all levels of management by innovatively synthesizing research findings to present a comprehensive view for decision making.

Neal has worked on a broad spectrum of projects including: customer segmentation, communications effectiveness, website usability, new product development, brand health, competitive intelligence and customer experience.

Supplier's Team:

Neal Kreitman
Sr. Partner


Web-based presentation will be provided to each co-funder upon request only. Data tables will be provided to all co-funders.

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