When Fernando Lira, CEO of the import-export group JML, arrived in Japan, fashion was a field far removed from his concerns. His priority was to learn Japanese. However, he confides to Business Insider that one of the main lessons he owes to Japan concerns precisely the right way to dress.
“I was 25 when I enrolled in a program [de langue] à Fukuoka, à environment 885 kilomètres au sud-ouest de Tokyo.†Fernando Lira explains that he decided to leave the Netherlands, the country where he grew up, because he wanted to “something newâ€. Living in Japan was a challenge. “I deliberately chose a city where I knew English would be of no use to me.â€
Although he encountered few English speakers in Fukuoka, the largest city on the island of Kyushu, he did, however, meet “incredibly friendly locals†– and his future wife, whom he met when he only knew a few words of Japanese during an evening dedicated to Pocky, this biscuit stick very popular in Japan.
It was at the end of his Japanese studies, when he found his first job in a technological start-up, that he discovered the importance of dress in the professional environment. Within the small company, the atmosphere is relaxed and no one seems to care about the issue. But everything changes the day the engineer shows up in flip-flops and receives a warning. “I realized that in Japan, even in the most informal work environments, there are unspoken expectations.â€
Uniform jackets
In Japanese culture, “which values collective successâ€personal expression must remain discreet, explains Fernando Lira. “Ostentatious displays of individualism can be perceived as self-centeredness, which is frowned upon.â€
Some companies provide a uniform to their employees, others require specific outfits depending on the missions or position in the hierarchy. “When I worked as a driver in a transportation company, I was provided with a full uniform and prohibited from wearing sunglasses while driving… rapport Fernando Lira.
In a logistics company, for example, administrative staff will wear a uniform jacket over the shirt while employees who work in the warehouse will wear protective equipment of different colors depending on their tasks. And “the color of the helmet will indicate the role and seniority of each personâ€.
Fernando Lira confides that he had difficulty inventing a CEO uniform for his own company. At the office, he opted for cargo pants and a work shirt with the sleeves rolled up in winter and summer. “I want to project an image of strength and confidence, and also be free in my movements.†But when he visits his suppliers, he wears a suit. “Entrepreneurs must take care of their brand image. Small personal touches, such as a badge or haircut, should be subtle.â€
