The unkempt, mousy looking guy who sits in the corner in an oversized green and brown cardigan is not likely to be propelled effortlessly from one promotion to the next. In fact, most people in the office probably don't even know what he does...

On the other hand, you shouldn't wear clothes that scream 'look at me!' The woman in clothing two sizes too small, laden with jewellery, who totters around the office because her shoes are just way too high is also not very likely to be a professional success.

Ah yes, the unfortunate truth is that clothes and how you wear them do actually matter. The good news is that if you are that mousy guy or misguided woman, a simple wardrobe change could alter your career (and your life) significantly.

People are superficial

Surely people are not that superficial? Surely what you wear shouldn't affect your chances of promotion? Surely those who deserve it will be promoted on merit alone? In an ideal world, perhaps... in this one... people are that superficial.

Anne Dreyer Erasmus, an image consultant from Colourworks International suggests that your appearance influences people's perceptions of other more intangible qualities such as authority, trustworthiness, intelligence and suitability for promotion.

"Dressing is a way of packaging yourself, either for success or failure. If you appear successful, you'll be treated as such. The way you look affects your attitude. Your wardrobe should whisper 'I'm in control'," says Massimo from LAB Style and Image Consulting.

So, what gives you that edge? What designates you as the embodiment of success and professionalism?

We chatted to Anne, Massimo and image consultant Bronwen Saayman about the golden rules in dressing for success.

Rule one: Dress appropriately

Ok, so this seems like a given, but apparently it's not. This applies not only to your working environment, but also to who you are.

"Dressing successfully is a combination of knowing what suits one's body type, age and position while taking into consideration what is appropriate for the type of environment one is to operate within," says Massimo.

A playschool teacher or construction worker donning the suit of a businessman would be impractical and ridiculous. Clearly every job has its own dress code, but sometimes it is a little difficult to establish what it is.

Bronwen Saayman suggest following the leader, "your best guide for what to wear is people in power positions; take your cue from executives, middle managers and authority figures. For example, while not wearing a tie and long-sleeved shirt would be a major faux pas at many companies, wearing a tie in the summer months at certain ad agencies would be seen as decidedly unhip".

Rule two: Be an individual

"The new rules to power dressing are about finding an individual style that suits your body shape, profession and personality. The theory that everyone must own a black suit is outdated," says Saayman.

Massimo agrees that a personal brand is the way to go, however he suggests that you should first get the basics right.

"Individuality is a given. Once the individual has gained the kind of knowledge and confidence necessary to pull it off, he or she can start working on the little details that make a certain image unique."

Rule three: Grooming matters

No one is really going to notice those onions you had for lunch or the fact that you forgot to remove your chipped nail polish, right? Mmm... wrong. Personal grooming is an area where people often sell themselves short.

Basics that you should always have covered are:

  • Clean hair and a hairstyle which is more classic than trendy (you should visit your hairstylist at least once every six weeks).

  • Be clean shaven — this applies to both men and women.

  • Be polished and well-pressed. Scruffy shoes and crumpled clothing don't shout success.

  • Make sure you smell great. Body odour and bad breath are sure to put others off, however this does not mean that you should douse yourself in perfume. Subtlety is the key.

Rule four: Avoid fads

Massimo suggests being contemporary rather than fashionable. "Following fashion is like being on a treadmill to nowhere. Avoid fads at all costs. If you absolutely must have the new season's colour, instead of investing in colourful basics, choose to introduce it in small doses with accessories. Your expensive basics (suits, jackets, coats, skirts, pants etc) should always be in the classic, basic colours and style."

"Think style savvy not fashion fad. Increase your credibility by adding hints of fashion. A handbag, a new pair of shoes or a blouse in the latest colours are great ways to update your look," says Saayman.

Rule five: Don't believe the lie

You know how your mother always used to say 'Of course you look beautiful my darling' even when you were wearing the most hideous outfit imaginable?

Well, when you check out your outfit in the mirror before setting off to conquer the world, don't ask yourself 'what would my mother say?' because to her, who you are, is more important than what you look like.

In a work environment people don't know you that intimately. What you look like gives important cues about who you are and what you aspire to, and whether you like it or not, dressing the part is essential to getting the part.

"That big lie — 'it doesn't matter how you look' is something circulated by frustrated people. And the world is full of frustrated people. You will never catch a genuine success saying that it doesn't matter how you look. Successful people know that you must look good to win big," says Saayman.


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