By Jane Han
Staff Reporter
Former CEO of Hewlett-Packard Carly Fiorina used to enjoy wearing dark colors to cast an edgy look, but when the computer powerhouse took up Compaq, she was more often spotted in purple. This wasn't a simple change of taste, but an intended shift to convey the merger of blue HP and red Compaq.
Meg Whitman, CEO of online auctioneer eBay, is known to keep things casual in khakis and a button-down shirt, which observers say is also intentional to project her image as friendly and approachable, just like the Web site itself.
As exemplified by the female executives, these women seem to have more in mind when making fashion choices.
``In some ways, women have more flexibility than men to work up their image in a strategic way,'' said Lee Suh-young, a stylist at Iris Members, a Seoul-based fashion consulting firm. ``From hair, make-up, pants, shirts, skirts down to their shoes, women can clearly express themselves through fashion.''
Among local women business leaders, CEO of Sungjoo Group, Kim Sung-joo, who successfully launched numerous global fashion brands in Korea, is often recognized as having a standout style of her own.
Short haircut, red lipstick and a well-fitted pantsuit are what she's known for, which adds to her sharp image.
``She has that clean-cut look, which tells people that she means business,'' said Ko Young-hee, a consultant at Personal Image Branding, another fashion consultancy.
Sharing a similar charismatic image, Shinsegae Group Chairwoman Lee Myung-hee also shows off a fashionable flair.
The 64-year-old is often noted for her bold choices, such as a tan-colored leather jacket, which observers say contributes to her young image.
``She does look about 10-15 years younger than the average 60-something woman,'' said Lee, adding that the youthful appearance contributes to the company's vast retail business portfolio.
On the other end of the fashion spectrum, not as daring, but Hyundai Group Chairwoman Hyun Jeong-eun also struts a unique look that's more soft and feminine.
Experts used to identify the 53-year-old's style as maternal, but after she took on the conglomerate's top post, observers say she started portraying a more commanding image.
``Her choice of suits are more colorful and feminine with softer lines and rounded collars,'' said Ko. ``I think people will agree that she successfully transformed her motherly look to a businesswoman-like appearance.''
The subdued visual also goes for other women CEOs, such as Kim Hye-jung, the head of Korea's largest match-making firm DUO, and Nolboo CEO Kim Soon-jin, who heads one of the biggest traditional Korean franchise restaurants.
Career consultant Kim Do-hyun at The Coach said women seem to have two choices: ``they can either use their stylish sense and excel beyond male executives or waste the opportunity.''
A U.S. based career coach Dee Soder cited a recent survey of male CEOs that said women who had weak handshakes or who couldn't walk properly in stiletto heels weren't seen as strong leaders.