UBS relaxes dress code for bankers after being ridiculed
Published 4:00 am Tuesday, January 18, 2011
ZURICH — UBS Monday said it is revising its much-publicized dress code to focus on the core elements of the style guide, namely requiring its Swiss retail banking staff to wear colors used by the bank across all elements of its corporate design.
The bank was taken by surprise by worldwide media attention the original version of the dress code drew when it was leaked about a month ago. Reactions outside the bank ranged from mockery about what some considered overly detailed fashion advice to gratitude for a sensible dress guide for professionals.
First impressions count. This message still holds in the new, trimmed-down version of the guide, but it does away with most of the detail that made the original such an entertaining read. The new guide will focus on just a few mandatory elements, chiefly the requirement for retail staff to wear the bank’s official colors, black, white and red, spokesman Andreas Kern said.
Giving an example, Kern said: “Men will be required to wear a dark-colored suit, a white shirt and a red tie, and women a female equivalent of this.” The dress code is still under review, he added.
That is a lot more sober than the original, where guidance ranged from detailed advice on makeup for women: “Light makeup consisting of foundation, mascara and discreet lipstick,” to grooming advice for men, suggesting that designer stubble was out of the question, as is excessive facial hair.
The guide is part of a test UBS is carrying out in Switzerland across five pilot branches, the fifth of which will be opening in Kloten, a small town near Zurich, on Jan. 28. It follows a recent advertising campaign aimed at re-establishing confidence in the Swiss bank’s brand and mending relations with clients.
Upon concluding the test in April, UBS plans to start rolling out the revamp of around 700 Swiss branches this year.