The ‘Axe Effect’
Consider the following ‘news’ story (possibly a spoof) from a few weeks ago.
Vaibhav Bedi of India sued Unilever, the Anglo-Dutch consumer goods conglomerate, for “depression and psychological damage” caused by letdown from the ‘Axe Effect.’ Vaibhav believed in ads that showed attractive women throwing themselves at men who use the Axe brand of deodorants. “I used it for seven years but no girl came to me,” he said in his complaint accusing the manufacturer of false advertising.
False advertising? Hardly. The ‘Axe Effect’ often works. Clothing, cosmetics and lifestyle companies sell more than merchandise—they sell means of boosting a consumer’s self-confidence. Studies have shown that when men and women improve their appearances, they feel more self-assured. Naturally, charm and self-assurance are very appealing characteristics. As a result, others pay confident people more attention, seek their company and value their opinions. Individuals who are perceived as attractive stand a better chance at winning others over, securing jobs and promotions, and benefit from better career prospects.
Clothes Talk, People Listen
It is possible through the skilful manipulation of dress in any particular situation to evoke a favourable response to your positioning and your needs.
* John T Molloy, Source: ‘New Dress for Success’
Attractiveness is not the only thing others judge you on, but it is generally an important subliminal consideration. Attractiveness encompasses clothing and accessories, tidiness and grooming, physical appearance and posture, flair, mannerisms, personality and other traits. Of these attributes, your clothing style is the easiest to improve.
Look, the clothes you put on effect how you feel throughout the day. Your awareness of yourself has a considerable impact on how others perceive you. By dressing sharply and looking neat, you can become more self-assured and attractive. Follow the following four simple guidelines. Seek suggestions from a tailor at a clothing store in your neighbourhood or a mall.
- Research and adopt a dress style that is appropriate to your industry, place of work and social circle. Observe the dress styles of successful professionals and executives in your company/industry.
- Conform but choose a distinctive wardrobe that projects the impression you desire. Dress for the position to which you aspire.
- Choose clothes that are comfortable and make you feel good about yourself.
- Err on the side of conservative styles and darker shades. Simple and classic is often reasonably priced and sophisticated enough.