H&M has just unveiled a new scheme to loan suits to men in the UK who have a job interview.
In a bid to help men look and feel confident, and make that all-important first impression, the Swedish high street giant has started an initiative that allows men to book a suit for 24 hours.
Called One/Second/Suit, the scheme offers a single breasted navy suit, a white shirt, a navy blue tie and a red handkerchief for a period of 24 hours, free of charge.
Booked online, the suit will then be delivered the customer's home in a garment bag. Once worn, the suit must be returned to store, where it will be dry cleaned and prepared for the next job-seeker. If returned within the allotted 24 hour time slot, all delivery and cleaning services are free of charge.
Those tempted to hang onto the pieces a little longer, will incur a £50 charge, which H&M have pledged to donate to charity, while any damage will also have to be paid for. If the suit is not returned at all, or is ruined beyond repair, the full cost of £116.94 will be billed to the customer.
The all-important first impression
The campaign was developed by Uncommon Creative Studio in London, which found that many potential employers take just one second to assess a candidate's suitability for the role.
According to research at the Scheller College of Business by Brian Swider, higher scores to questions were given to those who made a good first impression, than to those who did not. While at the University of Toledo in Ohio, research by Professor Prickett showed that random observers could predict the outcome of a 20-minute interview, judging experience, skill and suitability of a candidate, within just 20 seconds.
Forbes magazine, meanwhile, quotes research that suggests people take on average just seven seconds to make a solid judgement on who a person is, while research by Princeton psychologists Janine Willis and Alexander Todorov suggests that traits such as trustworthiness are assessed in just one-10th of a second.
While the timeframes differ, the message is the same – first impressions are important. And with clothes a significant part of that crucial first interaction, H&M have stepped in to help. So, to help a man look the part for a job interview, the idea of loaning a smart suit was hatched.
In a statement, Sara Spannar, head of marketing and communications at H&M, explains the motivation behind the scheme.
"Job interviews can be a nerve-wracking experience, but we believe nothing should hold you back, least of all what you wear," Spannar explains. "The One/Second/Suit is ready-to-wear confidence. A signal to the world and a reminder to yourself that you've got what it takes."
In addition to the loan of a sharp look for the day, the H&M website offers advice for tackling an interview professionally.
In a five-step guide, it advises candidates to arrive early, so you are calm and composed, and to test out any technology needed ahead of time, in order to make sure it works smoothly.
Another tip is to learn the name of the person interviewing you and to use it while making eye contact and to have an opinion, but don't feel too pressured.
"No one's expecting you to have all the answers. But they will want to know what you think about the job, the company and the industry," the site advises. Finally, it suggests that if a job is really important for you, let them know, because "being direct is a sign you know what you want in life."
This scheme is currently only available to men in the UK, and will launch in the US in May. There is no news yet on plans to expand it to other countries.
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