The Career Look

What do a lecturer for Weight Watchers, a saleslady for Hallmark Cards and a hostess at a Howard Johnson's Motor Lodge have in common? They are all doing their jobs dressed in specially designed "career apparel" or "corporate clothing." These are the latest euphemisms for work uniforms that once were confined to the blue-collar set, and are now the vogue in a growing number of white-collar jobs, especially those held by women.

The trend toward chic corporate pantsuits, miniskirts and even hot pants was, until a few years ago, confined largely to airline and rent-a-car hostesses. Now, career apparel may even be seen on leasing agents and telephone operators. One manufacturer clothes the employees of a city water-and-light department, an ornamental-iron company and a war veterans' nursing home.

Although the new career look is sometimes greeted with outcries against 7984-style regimentation, the idea is largely accepted by employees. For one thing, by wearing uniforms they can economize on clothing costs; companies usually pay all or part of the price. In addition, points out Sherry Holcombe, secretary to the city manager of College Park, Ga.: "Uniforms answer the biggest question of the day: What shall I wear?"

Most uniformed employees do not even resent the fact that they have become sophisticated sandwich boards for their employers (many uniforms have the company name or symbol on a pin or concealable pocket flap). Says Assistant Cashier Lou Ann Lougher of Los Angeles' First Western Bank: "My uniform is a conversation piece. People stop me on the street to ask about it." Bank Teller Marta Ronchi concurs, "If I work in a place, I'm proud of it. I'm the type for a uniform; I was raised by the nuns." Although some employees find the career apparel boring, one secretary likes her outfit so much that she wears it everywhere, even on dates. Employers generally are not put off by the high cost of keeping their staff well accoutured. They find that career clothes create a good professional image and eliminate the problem of poor taste in employee dress.

Some businesses have adopted identical blazers or color-coordinated jackets and ties for their male employees. But for the most part, men are not turned on by the new corporate look. Explains Richard Crouch, vice president of California's El Camino Bank (where the male employees voted down blazers): "Men have been in uniform for so many years that they're relishing their new freedom. After all, we just got colored shirts and wide ties."

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