The gender dimension of corporate standards for staff appearance

Corporate standards of appearance based on the strategy of positioning the organization, implementing a number of aesthetic factors, which include gender characteristics. The style of corporate standards of appearance is determined largely by the severity of the characteristics on a scale of masculinity - femininity. Masculine type of clothing is perceived as a purely functional and business. Key features of normative masculinity in clothes are the elements of status. Today the masculine type of clothing is increasingly in demand in the corporate standards of organizations that impose strict requirements for staff appearance. Standards of feminine type are associated primarily with taboo or propaganda of sex symbols in staff appearance. It can be successfully implemented in those spheres of business where the quality of beauty, strength and youth act as a competitive advantage (firms operating in the market of entertainment and gaming services, the industry of sports, modeling), or where competitive advantages are based on care, empathy, communication skills (organization of welfare service, pre-school and school education, and others). Unidentified type embodies the style unisex as a means of “raising” of women to men. That type of gender may be relevant to areas of business where there is an absolute erasure of gender roles, such as sports or IT technology. Androgynous type is a structure that includes elements of traditional male and female clothing. This type is used in the areas of business where competition is based on combining the standards of masculinity and femininity at the same time, for example, service, tourism and other similar activities.