Sandy Dumont

Ever wonder where the term "power suit" came from and if any such item really exists?

The first use of the term is anyone's guess, but the amount of study it has generated is unquestionable. Paul Fussell, in his book Uniforms: Why We Are What We Wear, notes that uniforms equate to authority - and a power suit is the businessperson's equivalent to a uniform.

He cites an experiment using a man in a guard's uniform. Whenever the guard encountered a person putting coins in a parking meter, he asked that he or she also put money in the meter across the street, explaining that the person just parked and forgot to do so. Nearly everyone complied. Later, the same man repeated the scenario, but dressed in casual attire. He was rudely brushed off.

Fussell says it is not only the "official" uniforms of policemen, military personnel, and airline and ship captains that give their wearers authority. The business suit, a.k.a. the power suit, also conveys innate power and authority.

In staged experiments, a jaywalker in a power suit on a busy city street was automatically followed by other pedestrians. However, when the same man jaywalked in casual dress, he was scolded for his illegal and dangerous act. It is no wonder that the term power suit emerged.

Robert Cialdini, author of the book, INFLUENCE, the Psychology of Persuasion, reports that his research revealed our subconscious and deep-seated sense of duty to authority. He noted that orders are followed nearly blindly when a person is dressed authoritatively. Like Fussell, he believes the business suit announces we are professional as well as good at what we do.

Rule number one for men: The darker the color, the higher the authority. It is for that reason that navy blue, charcoal gray and black are traditional colors for business suits. They innately suggest authority and power. Striped suits convey more power than their solid counterparts; however, they can also impart a degree of stiffness.

The power of a dark suit can be augmented, or diminished, depending upon the choice of shirt and tie. White shirts are more formal than those with color and are, thus, more authoritative. Striped shirts convey authority too, because they look crisp and regimented.

Ties should be in bold colors so they "dominate" the color of the suit and shirt. Gaudy patterns dominate in a negative way and do not convey authority. A tie that blends into either the shirt or suit will look washed out and non-authoritative.

Rules for women: Women can achieve a powerful look with colors other than navy, gray and black. A red suit, for example, suggests a dynamic, courageous and energetic person. A suit's style can either augment or diminish its power. Blazer suits, for example, are less powerful-looking than those with more high-fashion styles. Accessories like bold earrings, brooches and belts add additional power to a suit.

Fussell says particularly powerful business suits become ennobled and convey news of valuable personal qualities in their wearer. It is doubtful that jaywalkers would follow a man in a "business" suit worn with a dark satiny blue shirt and matching tie; or a woman in a business suit in a gaudy color or style.

An image consultant cannot give a person noble qualities. But he or she can guarantee that businessmen and women who possess "valuable personal qualities" convey those admired qualities at a single glance through a polished professional image.

Source: Inside Business
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