By Frances Chang, Vice President – communications 21
Did you know that your outfit (or really great watch) may be a great way to break the ice when networking? Taking the time to develop a distinct personal style can be a surprisingly powerful marketing and networking tool — one that does half the heavy lifting for you.
If you’ve ever struggled with mingling and small talk at industry functions, you’re not alone. It is a true unicorn (to me) who feels comfortable striking up conversations with strangers at networking events. There are only so many times you can ask and answer, “So what do you do?” at an event where everyone essentially does the same thing.
Luckily, I inadvertently “ad-dressed” the issue of being an introverted extrovert — or am I an extroverted introvert? (Ambivert or omnivert? Discuss.) By wearing unique, bold accessories, developing a distinct, funky clothing style — and having blue hair — people will come talk to me! Half the work is done for me.
Find a “thing” that people can’t help but comment on. My “thing” is big, steampunk-type watches. I have a large collection of them and can wear a different watch every day for weeks, depending on my mood or outfit. My watch never fails to elicit a comment. Boom — the ice is broken. Now this new friend and I can evolve our small talk into hot takes and observations of the event, industry trends, client work or the best place to get biscuits in town. The world is our oyster! When our newest intern, Sloan, pulled out her super cool pocket watch to check the time, our team pounced with questions and compliments. This tactic works!
Having just gone through a health and nutrition transformation, I find myself having to resupply my wardrobe. I’d say I’m in my fun patterns and layers era. Whether I’m meeting up with friends, walking down the street or just buying my weekly matcha latte, I am consistently greeted with a, “cool top,” “love that jacket” or “oh, fun shoes!” And trust me, we really do say (where appropriate), “Thanks! It has pockets!” followed by the brand endorsement of where we got our really cool items. (Fine, I’m a Temu and Shein girl, don’t judge.) Again, my point is that people came to me. I merely existed in a place and all I had to do was respond politely and carry on a conversation.
How does fashion help with marketing, you may ask? Well, I’ll tell you that the compliments that I get on my watches and clothes give me a real boost in confidence and admittedly makes me feel really great. When I’m feeling good or appreciated, I feel creative, and I pour that into my work.
It’s a good thing I’m in a creative field with more flexibility in professional appearance. I’m not even the only team member with blue hair. c21’s other vice president, Jamie, also has a full head of color. Currently it is also blue, but it has been pink, purple, green, red and platinum blonde. She loves vintage clothing and has an extensive inventory of funky platform shoes and fun earrings. We were once informed after leaving a prospective client meeting, that a board member asked how they can be sure if our firm would be creative enough, and another colleague exclaimed, “They have blue hair!” We got that account, by the way.
And it’s not just the executives; this applies to our entire team as well. Account Manager Sydney models on the weekend and has make-up and clothing brands in her DMs. New mom and Senior Account Manager Shayla always makes sure her hair and nail appointments are regularly scheduled and dresses her new mini-me to the nines. (She’s too cute). Director Meghan gives off cool mom vibes with her tattoos and Director Carter has clients fighting to sit next to him to spill the tea with his preppy business casual attire. Our fearless leader, Sharon, grew up a trained dancer and does not feel comfortable in anything lower than a three- or even four-inch heel. Her shoe collection would make Carrie Bradshaw jealous.
Personal style is a powerful and underutilized marketing weapon, but it doesn’t need to be a secret. (Who are we to gatekeep looking awesome and feeling like our best selves?) Whether you’re rocking a steampunk watch, vintage sweater, bold color or a pair of shoes your inner 16-year-old would have envied, your personal style is an invitation to connect. (Conversely, you can be the hero by noticing something and flattering someone else to break the ice.) Dress as the most authentic version of yourself, then let’s find each other at the next networking event and trade compliments, swap hot takes and maybe even build something great together — fashionably and fabulously.
