Paul Catmur: How to dress for success in business

Dennis Rodman turned his offbeat fashion choices into his personal trademark. Photo / Getty Images

DISCLAIMER: I am fully aware that my own dress sense leaves me in no position to advise anyone else on theirs. However, I believe that for the mediocre it's important to consider what effect you are trying to achieve before raiding the wardrobe, because what you wear is the most easily controllable aspect of how the world sees you.

For example, long ago in a time when the Black Death was more of an issue than Covid, and smoking was still good for you, I went to a rock festival in a field outside London.

Genesis were headlining, but I was more interested in seeing one of my favourite bands at the time, Devo, who performed in white boiler suits. Being young and impressionable I'd decided to wear a suitable outfit to show my allegiance. As I was still at school, with little access to either boiler suits or the money to buy one, I made do with a long, white storeman's coat which I'd borrowed from my Saturday job.

As my mates and I breakfasted on beer and cigarettes waiting for the gates to open, I found myself curiously popular. Strangers would approach and ask questions such as when were the bands on, were there any spare tickets left, and where were the toilets?

Eventually, I realised that my white coat suggested that I was in a position of authority and thus a font of useful knowledge. Sadly, at the time I was too young to appreciate the commercial opportunities that this presented.

As much as they say they don't, people can't help but judge you by what you're wearing. So, if you want to be seen as something you're not, as any conman will tell you, wear the appropriate clothes.

Dress as you want to be, not as you are

Advertising is seen as a young person's game and, arriving late to the industry, I was very conscious of this. Once, while still an intern in London, I found myself sat next to a Big Boss at an industry function. Searching for conversation, I asked him what he thought I needed to do to get ahead in the business. Without looking at me he said: "You really need to have won a creative award by the time you're 21." This was not what I wanted to hear. I was 29 at the time and hadn't produced any ads, let alone a good one, so I desperately needed an alternative way to gain respect.

The uniform for junior copywriters was then, as now, T-shirt, jeans, and trainers. This was to demonstrate that we were officially "creative" and thus not constrained by the usual workplace standards. I deliberately chose to ignore this convention and took to wearing collared shirts, chinos and even, on occasion, a tie. I did this not because I wanted to look like a knob (that was a given) but because this was more in-line with how I'd seen creative directors dress. I was a nobody who looked like I might be a somebody with the aim that people would subconsciously give me more respect than I'd earned. I wasn't dressing for the job I had, I dressed for the job I wanted.

Props are useful

At the same time in London there was an old storeman known around the agency as "Pat the Box". Pat got his nickname because he wandered about the agency all day carrying a cardboard box under his arm. I got up the courage one day to ask him what was in the box.

"Nothing," he said. "But it makes everyone think that I'm busy."

Peacocking

It can be useful to be noticed, even at the risk of looking a little silly. For example, if you are one of the best basketball players of all time, say Michael Jordan or LeBron James, what you wear doesn't really matter.

However, if you are merely a useful, hardworking player who was "unable to make a layup", it can make a big difference. Dennis Rodman is one of the most famous basketball players of all time, yet in terms of skill he wouldn't even make the top 50. Yes, he was a great defender and played for the Chicago Bulls when they won three championships, but in those games he averaged 5 points. Michael Jordan averaged 33.

Paul Catmur won't be remembered for his impeccable dress sense. Photo / Supplied

The reason Rodman was such a marketable commodity was thanks to his multi-coloured hair, body piercings, tattoos and because, for special occasions, he wore a wedding dress.

He played on this confused bad-boy image to date both Madonna and Carmen Electra and in a curious twist to diplomacy visited and became friends with Kim Jong-un of North Korea. Not bad for a kid brought up by a solo parent on the wrong side of Dallas where he couldn't even get into his high school team. Being named "Dennis" wouldn't have helped either.

Now, personally, I would never suggest that you turn up on Monday morning covered in piercings and wearing a wedding dress; but maybe if you start with a storeman's coat you could work your way up.

• Paul worked in advertising at a quite good level across New Zealand, the UK and Australia including co-founding an agency in Auckland. This is a series of articles about how to make the best out of maybe not being the best