People

You look mahhvelous!
Clothier Leo Green helps you look and feel good
By Tamar Satov
Photography: Pierre Charbonneau

---

When Leo Green advises a client to tighten his belt or lose his shirt, he's not talking finances. Rather, the 51-year-old CA and clothier is helping customers to look their best.

As co-owner and manager of Montreal's Boutique Jacques and Execstyle.com, Green is not your typical number-crunching "suit." His business offers image consulting to executives, outfitting them in everything from mainstay shirts and ties to formal attire and casual chic. "We help the client portray the right image, and feel good about the clothes he wears," says Green.

While he's always kept a hand in the shop that his father, Jacques, opened in 1958, Green didn't get seriously involved in the business until 1983. After graduating with a BCom from Concordia in 1970, Green landed a position as financial management planner with Canadian General Electric. But the job left him wanting. "I felt like a small cog in a big wheel," he says. "I wanted more independence and to feel that what I was doing had an impact."

When auditors came in to CGE, "the proverbial light went on" and he decided to become a CA, earning his designation in 1973. After seven years in public practice and a position as financial systems coordinator at Royal Victoria Hospital, Green went out on his own as a mergers and acquisitions consultant, with an office in the same building that housed his father's shop.

"It wasn't long before my family drafted me into the business," he chuckles. "It was a tremendous opportunity - and it was exciting. I had the challenge of growing the shop, but still keeping it personal."

And grow the business he did - serving clients all across Canada, the US, and even in Europe. And now with the store's web site, the reach is limitless; they recently shipped a couple of suits to Japan. "We took what made the store successful - customer service - and transferred it to the web site," says Green. "That's what sets us apart."

Indeed, while many e-tailers leave you on your own to click through cyberspace and place orders, Execstyle.com splashes a toll-free number all over its site. "We enjoy talking to customers and we want to make sure they keep coming back to us," says Green. "We do everything possible to make sure they have the right size, garment, fabric and style."

For example, they have a database that allows them to see what the customer has ordered before. Or, for a new client, they'll get the appropriate height, weight and measurements in order to put together a flattering look, choosing from popular labels such as Calvin Klein and Hathaway. Because it provides this kind of personalized service, the business has a merchandise-return rate of less than 1%.

Green attributes his success in part to his training as a chartered accountant. "It gives you a certain mindset - that every decision has bottom-line consequences. And it teaches you to be analytical and not to overlook details," he says.

In the end, Green has found the independence and sense of purpose that he was looking for at the beginning of his career. "What I love about my job is that it gives me the ability to change directions and call my own shots," he says. "I can make my own decisions and see the results of my actions."

Resume
1970 Graduated from Concordia University (BCom)
1973 Received CA designation
'71-'78 Practitioner with Richter, Usher & Vineberg
1980 Became financial systems coordinator at Royal Victoria Hospital, Montreal
1981 Became co-owner and manager of Boutique Jacques
1999 Launched www.ExecStyle.com web site

Ask an Expert
Five do's and don'ts for 'dressing down'

---

Although the business casual dress code is rapidly becoming the norm in Canadian companies, not everyone is embracing it unquestioningly. Policies vary; many organizations have instituted it on a daily basis, while others have only one casual day per week. Some forbid the business casual dress code altogether, concurring with studies that have found that a lax attitude in dress habits makes for lax work habits. Whatever your company's stance, here are some do's and don'ts to consider:

1. Do find the balance.
The challenge that both male and female employees face with a business casual policy is ensuring that they still look effective and professional. When dressing, always keep in mind who you will be meeting with, what they're likely to be wearing, and what type of image you would like to portray. Different outfits carry different messages; it's best to strike a balance between a too-formal business look and one that is so casual you appear to have no authority at all. As a general rule, dress in line with your superiors, and never more casually than your subordinates. If you're the boss, take the opportunity to lead by example in this uncharted area.

2. Do create a policy.
Spend some time deciding what business casual means for your organization and com- municate your policy to your employees. Consider the company's working environment, as well as employees' budgets, the image your employees need to portray, and what other companies in the same industry are doing.

3. Don't ignore the obvious; do understand the subtleties.
The dark corporate suit is still the "power garment" that commands the most respect, especially if it's pinstriped. But even within the casual realm, executives can still look authoritative: choose dark, plain jackets, or those with a small pattern. Men's shirts should be coordinated, open-collared, light in colour and either plain or with a very small pattern. Pants for both men and women should be dressy - that means no denims, cottons or cords.

4. Do fine-tune the details.
Absolutely nothing you are wearing should be wrinkled, frayed or sloppy. Don't even consider athletic shoes or sports attire, which may send the message that you'd rather be on the playing field than doing business. Men can shed the tie and switch to open collars or knitted tops with dress pants. They can keep a neutral sports jacket and a matching shirt and tie on hand for unexpected schedule changes. For women, a neutral blazer - to go over dress pants or a skirt - performs the same function. And do remember the importance of accessories. Shoes, belts, scarves - or even a distinctive tie clip or brooch - finish and personalize an outfit.

5. Don't get overwhelmed.
Buy, and get advice, from a reputable retailer who will sell you quality and fit, not just a name brand. Your clothing adviser should listen to you and understand your needs, and dress you accordingly. Bring along items you wish to coordinate on your next shopping trip. Better yet, if possible, have a rep visit your closet.

Leo Green, CA, co-owns Boutique Jacques in Montreal and http://www.execstyle.com/. He can be reached at leogreen@ExecStyle.com