The Season of Professional Style • Dress for Success
Eric Francis JACK FM morning host, sports columnist and TV personality Wearing: Biedermann-Barberis suit $2800; Biedermann shirt $495; Dion tie $120; Dion pocket square $48; Pantherella socks 32.50, Jeffery-West Shoes 495.00 Styled by Charli Biedermann, Supreme Men’s Wear Photographed by Bookstrucker Photography
Aside from isolated and personal likes, dislikes, looks good or not-crazyabout-it pieces, most Calgary working men and women must rely on random TV or online lifestyle news flashes or what they see on display in Calgary stores. “As styleistas, we have our fingers on the pulse of trends,” Godchild points out. “Our job is not to dictate but to guide our clients. This year it’s about layering. Lightweight layers – lightweight cottons or fine gauge wool sweaters over a collared shirt with dress pants. Add patterns and textures. And pants – cropped slim-fit dress pants for women and slim-fit pants and shortened pant hems for men, showing funky socks and shoes. “Men and women are both finally embracing the power of accessorizing,” she says. “A great statement necklace or pair of earrings for women; and tie clips, cufflinks, a pocket square or patterned socks for men.” Biedermann is supercharged and openly delighted that today’s business customer is not only more fashion conscious than ever before but far better informed. “The contemporary consumer finds everything and is often self-taught online. Until a few years ago they would ask a lot of questions and rely on us to suggest their decisions,” he recalls. “The transactions take about 50 per cent longer. And we love it! That they come in, knowing options and possibilities, they ask detailed questions, they want answers and they want a story: where is the fabric from? Is it crease resistant? Is it good for sitting in the car? For travelling? “It’s no longer buying just a shirt or pair of slacks. They buy outfits and they’re after a certain look, not just random pieces.” Looks at work matter because, to borrow from marketing, everybody is a brand! BiC businessincalgary.com | BUSINESS IN CALGARY February 2014 • 49