reprinted from the Skokie Review (March, 1997)
Decoding Clothing
You
never get a second chance to make a first impression. That chilling
observation will be given a fresh twist at 7 p.m. Wednesday when Nordstrom
Old Orchard presents Gloria Petersen, speaking on the power of perception
in the business place.
"I'm
going to talk about the powerful role the way we dress plays in other
people's perception of us," Petersen said. "And I'm going
to explain how the way we dress dictates to our body how we are going
to walk, sit and stand. Dressing establishes one's credibility in today's
business arena."
Petersen
has attended the Protocol School of Washington, a high-power etiquette
and protocol firm in the nation's capital, which runs seminars titled
"Outclass the Competition and Have Fun Doing it" and "Dine
Like a Diplomat."
And
she now operates her own firm, Gloria Petersen and Associates, which
stages global presence and protocol seminars. The company trains executives
and support staff in corporations, financial organizations and educational
institutions and develops training videos for that purpose.
If
that seems a little vague, Petersen hastens to make it all perfectly
clear. "There are so many protocol issues now that women have entered
the workplace," she said. "In social situations women do not
rise when a man enters the room." But in business situations, staff
members—both men and women—stand up when a superior enters
the room to show respect.
"Who
initiates the handshake?" she continued. "Socially, it is
the woman. But in business, it doesn't matter. Possibly the host would
offer his hand first."
The
difference between ingrained social conventions and official protocol
was vividly illustrated when then President Ronald Regan was reviewing
British troops with Queen Elizabeth and he stepped back and moved his
wife, Nancy, forward to stand alongside the Queen. His behavior was
proper for a social situation—graciously relinquishing the best
position to his wife. But in official protocol the two heads of state
should have been standing together, with their spouses behind them.
A
fashion show of business and career wear will be part of Petersen's
appearance at Nordstrom Old Orchard. Styles by DKNY, Emanuel/Emanuel
Ungaro and Dana Buchman, as well as the classic look of Nordstrom's
own Greta Garbo Collection.
"We
are going to let the fashion illustrate what I mean by the power of
perception," she said. "A model will come down the runway
and we'll look at the type of business attire she is wearing."
For
example, there might be a corporate look, perfect for a board room.
Or there might be something more imaginative and individual, which is
ideal for someone in a creative field like film.
"We
will test our own perceptions of the clothing and see if we are on target,"
Petersen said.
The
Nordstrom event begins with hors d' oeuvres at 6:30 p.m. Reservations
are $5 per person and may be made by calling the Concierge Desk at 677-2121,
ext 1690 by March 24.
Petersen's
client list includes Kraft Foods, Loyola University, McDonald's Corporation,
Motorola, and—no surprise—Nordstrom.
As
part of Women's History Month and in celebration of the 25th anniversary
of Ms. Magazine, Petersen will host a morning panel discussion on "Women
in Business" at 8 a.m. at Barnes and Noble in Schaumburg. For information,
call 310-0450.
