Plum - Press Release: Plum promotions go to best-dressed candidates, shoppers say



Press Release: Plum promotions go to best-dressed candidates, shoppers say

Wednesday Sep. 26 2007

Local retailer commissions industry-leading study about fashion in the workplace

Vancouver, BC, September 25, 2007 - Success in the workplace is directly correlated with fashionable clothing, according to 48 per cent of participants in an August 2007 survey commissioned by Plum, a local retailer celebrating more than 25 years in the industry. Spearheaded by Plum owners Kate O’Brien and Ed des Roches, the third-party study was conducted by Mustel Group and reached a total of 500 men and women in Greater Vancouver.

Plum also surveyed more than 3,500 women from its customer database to better understand the impact of fashion in the workplace.

Click here for a PDF of some statistics from the two surveys

“We thought it would be incredibly valuable to understand how women feel about fashion and its relationship with their professional success,” said O’Brien.

While half of the respondents to the Mustel Group study thought that women who dressed fashionably would be more likely to get promotions, some 71 per cent of women surveyed also said that women were more likely to buy clothes based on comfort rather than style. This sentiment was reiterated by Plum customers who commented on the predominance of overly casual clothing on the job.

“'At my place of business, which is somewhat casual in style, most women just don't try. Poorly fitted, worn-out clothes are common, as are faded jeans, polo shirts, sneakers and hikers,” said one shopper. “It doesn't take much to bring this up a notch to be more professional.”

According to O’Brien, the survey results indicated that women understand the importance of fashion but need additional guidance in dressing for work. The company responded by designing a fall line that includes a myriad of options from suiting and dresses to mix-and-match separates that are affordable, fashionable and suitable for a number of work environments.

“The goal with our professional wear is to empower women by providing them with choices to suit their work environment, be it a home office, corporate headquarters or graphic design firm,” explained O’Brien. “We have fashionable pieces that will leave our customers feeling stylish and confident, which will ultimately help them to succeed.”

Shoppers can expect playful tunics, jewel-toned cashmere-blend cardigans, fitted dresses in grey (this season’s must-have colour) as well as feminine suits that can be worn together or paired with wide-leg pants and classic pencil skirts.  Accessories include metallic carryall totes as well as chunky knit scarves and wide belts, helping transition workplace looks from day to night.

 “We want to give women what they’re looking for – more imaginative pieces for work that help them express their individual style and feel their very best both personally and professionally,” said O’Brien.

Plum survey was conducted via e-mail with 3,500 female customers from British Columbia and Alberta, aged 18+ from August 30 – September 14, 2007.  Mustel Group surveyed 500 GVRD residents, aged 18+ from August 8th to 20th, 2007. Margin of Error (Mustel):  4.5% at 95% confidence level in the most conservative case.

Preview the fall collection at To schedule an interview or request additional survey information, please contact:

Tara Parker Tait
Principal, Tara Parker Tait PR
Mobile: 604-551-8150
Office: 778-329-6190

Click here for a PDF of some statistics from the two surveys

© Plum Clothing Ltd., Vancouver, BC, Canada. All rights reserved.