First impressions are lasting

You never get a second chance to make a first impression," Winston Churchill is reported to have said. That his statement is so obviously true doesn't alter the fact that its wisdom is frequently ignored or plain forgotten.

I am occasionally struck by the number of senior or aspiring executives who neglect their appearance, in the process undermining their credibility as soon as they walk through the door for a job interview or even to negotiate important deals. This is perhaps not the place to debate the rights and wrongs of making judgments based on appearance but suffice it to say that in the real world this is exactly what people do and it has important consequences.

I have met many talented and smart people who have flunked critical meetings simply because the person on the other side of the desk could not take them seriously because of the way they were dressed.

Conversely, it is worth pointing out that some deals are won as soon as the smartly dressed executive walks in. Being well dressed, elegant, assured and polished creates a halo effect that can disguise many weaknesses. Junior staff expect their senior managers and the Chief Executive Officer to look the part and appear, well, senior.

Some of the most successful organisations are acutely conscious of this and apply a well defined employee dress code, particularly for members of the senior management team. Being properly attired is seen as contributing to the brand, and helps shape expectations of the organisation. It enhances the perception of professionalism, of value and allows the executive to create greater impact. Well dressed staff foster perceptions of the organisation as professional, and capable of adding value, thereby allowing the executive to have greater impact.

Executive look

Marvin Bower, father of all professional services firms and the former Managing Partner and architect of McKinsey & Company's success, implemented a rigorous dress code which at the time during the 1940s and 1950s included the routine wearing of a hat. While wearing the right hat is perhaps no longer quite as important to an executive's image, there are nevertheless useful if unspoken rules on what constitutes suitable attire for those executives keen to make an impact on the international stage.

Inevitably, nationality plays a role in deciding what is or is not suitable. Gulf nationals have the advantage of national dress, which defines what they wear. Most of us however, have to give a little more thought to our attire.

Starting from the bottom up it should be apparent to even the least clothes conscious executive that footwear is critical. There are two golden rules to observe when considering what shoes are appropriate for that crucial make-or-break meeting. The first is to wear thin sole leather shoes and the second is to insist they are black.

Nothing makes a $2,000 (Dh7,340) suit look more ridiculous than teaming it with thick soled rubber shoes more suited to a boy's prep school. Some of you will, like me, have the odd Lebanese or Italian friend who can get way with wearing brown shoes with a formal suit. Remember though that most of us just do not have the flair to carry off the combination and would suffer from trying it. The safe option is black. A decent pair of well-cut clean black shoes will never offend anyone.

At the same time, make sure your socks are thin, black and long enough to cover the calf. It does no one any favours to be remembered as the man who wears Bugs Bunny socks. It happens.

A well cut suit will reduce a paunch, diminish a stoop and give elegance and self confidence to the wearer. While a tailor-made suit is clearly the best option the choice of something off the peg that is low key and elegant is acceptable. Avoid at all cost anything overtly fashionable. Fashion can make you look too young and 'would be' trendy, or else it soon becomes unfashionable.

My countrymen used to have a fondness for wearing panama hats (I think they used to smoke cheroots as well) and light coloured suits because of the heat. I can see the logic but in this day and age because of all the air conditioning across the Middle East we can dress as we would in New York or London. And thus the rules of sombre colours, navy or black, still hold true.

The choice of style of shirt depends to a certain extent on the business you are in. So an executive in a US multinational would normally be expected to wear a good quality button down shirt preferably in a solid colour and preferably white. On the other hand most CEOs, senior managers and executives from financial institutions and professional services firms tend to favour double cuff shirts with discreet links.

I dislike wearing ties but recognise that they are a necessary evil. In certain situations it is possible to get away with not wearing one but by and large the Middle East is more formal than Europe or the US and it is better to be suitably attired. Clients here expect formal attire so a tie is unavoidable.

If you have to wear one, make sure that it is the right one. Your tie defines you and should complement your outfit. There are any number of theories on what constitutes the most appropriate colour. Bright colours, for example, are believed to make more of an impact.

To my way of thinking, what works best is something simple, conservative, discreet and the best quality you can afford.

In general it is worth conducting an informal straw poll of what your peers and CEO wear and emulating them. Clearly, it would not be sensible to antagonise your superiors by appearing significantly better dressed. Dressing appropriately is important and will help you to make a better impression on colleagues, clients and suppliers. The aim should be a style that is conservative but elegant, showing taste and discretion.

The writer is the managing director of Korn/Ferry International in the Middle East.