• by Sarah Mahoney , May 13, 2008

Staples is introducing M by Staples, a new line of stylish business items, after discovering that most people think their business gear says far more about them than their clothes.

And while the Framingham, Mass.-based retailer started researching and developing the line two years ago when the economy was much stronger, a survey it conducted recently found those perceptions have actually intensified as life in the business world has gotten more brutal.

"People think that carrying a date book or a journal with a really personal feel into their meetings says a lot about who they are, and that makes them feel much more confident," says Cathy Cusack, Staples' VP of office supply marketing. "On an emotional level, it's important for people to have some self expression in the workplace. We think they're weighing the options-they might not be buying a new $600 suit, but they are looking for more personal and distinctive details-brass-cornered journals, soft quilted leather business accessories, even gilded pages."

In its national survey of more than 1,000 consumers, 82% say that what they notice first in business meetings is an office supply item, such as eye-catching file folders or pens, while only 18% say they notice someone's shoes.

Overall, 55% of workers say distinctive office supplies get them noticed in the workplace, while 81% say they feel more productive when they are more organized and carry business tools that show off their personality. And more than a third believe having chic office products and accessories is likely to lead to promotions. And while 92% of U.S. workers say they agree that success is all about hard work, 76% also say that it's linked to perceptions created in the workplace.

The line, which includes everything from file folders, stationery and push pins to travel cases and rolling suitcases, is available in basic black, hounds tooth and plaid, as well as bright florals and polka dots. Because it's geared more toward urban markets, the company is using full-page ads in the magazine sections of the Boston Globe, The New York Times, and the Los Angeles Times. Web advertising will drive traffic to mbystaples.com.

"This is our luxury brand," she says, "the best brand in our portfolio. So it's sold in a special section in the front of the store, and ads play up just how crave-worthy the product is, featuring items displayed as if they were a really decadent piece of chocolate or a delicious slice of cake."

Staples reports that consumer appetite for such things is so strong that they spend their own money rather than charge it as an business expense. On average, workers spend $90.14 per year on office supplies that reflect their style, with men spending an average of $134.00 per year, and women spending $101.00.