The CEO style.

If you want your business to be a success, you'll need to dress the part. Here's some advice to get you started.

CONSIDER THIS: YOU'VE FINALLY SET UP your own business,a nd you're ready to build your client list. The president of an important computer graphics company has agreed to meet with you, and you're confident you can win him over. After all, you are known for your charisma, charm and wit.

So you walk into the meeting wearing a bright gold suit, with an emerald green tie and matching pocket handkerchief. Although your presentation was on point, you can't figure out why the president hasn't returned your calls.

While this is only a hypothetical situation, many entrepreneurs commit similar fashion faux pas by dressing inappropriately for meeting, black-tie affairs or other business events. doing so can not only raise questions about your fashion sense, but more importantly, about your professionalism and competence. This is especially true for new entrepreneurs, since a bad first impression can be a serious client killer.

"Your image can be either an asset or a liability," says Charmaine McClarie, president of McClarie Group, an executive development and communications firm in San Francisco. "Therefore," she adds, "you should devote as much time and energy creating and building the right image as you do growing your company's bottom line."

So how do you create Your own CEO style? Whether you're a new or seasoned entrepreneur, our guide to professional dressing can help you command the attention you need to help take your business to the next level.

Tip #1: DETERMINE YOUR BODY TYPE

"Take a good look at yourself in the mirror and make an honest assessment of Your body type," advises McClarie. "Choose clothes that will work with Your shape, not against it."

For example, if you have a healthy mid-section, single-breasted jackets and suits may be more flattering than the double-breasted variety. Stay away from bold stripe patterns. Instead, select fabrics that have subtle checks or weaves in neutral and dark shades--olives, browns, blacks and navies--to provide a more slimming effect.

Women with wide hips would benefit more from swing dresses that flare at the bottom than from traditional A-line skirts. To elongate your figure, your top, bottom and hosiery should all be the same color; your jacket, however, can be a contrasting or similar color.

Tip #2: STICK TO THE BASICS

You want a wardrobe that's timeless, not trendy. Audrey Rice Oliver, CEO of Integrated Business Solutions, a software development and systems integration company in San Ramon California, knows that simple classic designs and fabrics are central to professional dressing. "I Don't buy into clothing facts or conform to a Popular style to took good," says Oliver, 56, who prefers designs by Annani and St. John.

She pairs her suits with knit tops or men's-style cotton crew-neck under-shirts. "You can sit on a plane for eight hours and still look great when you get off," she says. Oliver prefers high-heeled pumps to give her 5-ft. 9 1/2-in. frame a lean and statuesque look.

Although women have more styling options than men, tailored suits in wool or wool blends are best. Spruce up your silk and linen blouse collection with wool, silk and cashmere blend sweaters--they're comfortable and travel well And that standard red power Suit? "Your power suit is simply the one that looks best on You," says McClarie. "However, your choice of color and style should be appropriate for your business environment."

For example, advertising, retail and technological industries encourage more fashion forward and creative modes of dressing, while Wall Street type environments tend to be more traditional. More often than not the traditional rules of business dressing still hold true for men. "The purpose of a suit is flattery," not flash, says John Vizzone, vice president, Purple Label, Ralph Lauren Clothing in New York. "The most fundamental business outfit for a man is a navy blue, single-breasted suit, a white cotton shirt, a navy print tie and black lace-up shoes."

Breathable worsted wool fabric for suits and cotton broadcloth shirts with a 3.5-in. spread collar are conservative favorites that can be worn year-round. However, you should choose the collar style that best suits the shape of your face. Ties should be 100% silk, and shoes should be basic black, brown or cordovan with a square or cap toe.

This advice is not lost on Charles H. James III, president and CEO of C.H. James & Son (Holdings) Inc (No. 70 on he BE INDUSTRIAL/SERVICE 100 list) in City of Industry California. James 39, sports navy charcoal suits, shirts with spread or tab collars and black tasseled loafers. I've worn the same style last 20 years," says James, who had a career in banking the family business--a $30 million food processing company.

He inherited his conservative sense of style from three generations of James men, all women patronized Schwabe-May, an upscale men's clothing store in Charlston, West Virginia. The shop aimed to dress people in an "inconspicuously conspicuous style," says James, who adopted the motto to describe his own fashion mode. Although James is a portrait of perennial business sophistication (and bristles if you refer to his took as "dapper"), he feels an entrepreneur's professional integrity can be jeopardized if fashion overshadows skill. "Your clothes should be a piece of your overall presentation, not your leading attribute," James warns. "Your primary calling cards should be your business skills and industry expertise."

Tip #3: FOCUS ON QUALITY, NOT QUANTITY

Do you ever feel as if you have nothing to wear, even thought your closer is full? If so, you're probably buying too many clothes. "Staple items should only make up 40% of your business wardrobe," says McClaire, For men, this means seven suits and three times as many match ties and shirts. In addition to suits, women should also have several blouses, pants, and dresses that can be mixed and marched to create different outfits.

Invest in seasonless, high-quality clothing. A good suit will have a nice silhouette and rich color. " Hand-sewn suits drape better and last longer than those that are fused [glued] together," says Vizzone. "A fused suit will become stiffer and harder to press, because repeated washings will cause the glue to crack."

Buttonholes should be bound and buttons should be sewn securely onto the garment. Pin-striped suits and similarly patterned garments should line up along the seams.

Oliver has found that some articles of men's clothing, such as sweaters and undershirts, are often of higher quality than those for women. "Their fuller cuts also make them very comfortable," she says. A high price tag doesn't necessarily mean you're getting your money's worth. Rather, careful inspection is the simplest way to determine a garment's level of quality. Snags in the fabric, loose and unraveling threads, and misshapen shoulder pads are all signs of poor quality.

Tip #4: USE ACCESSORIES TO CREATE A UNIQUE STYLE

"Accessories (shirts, ties, scarves, belts, shoes, jewelry, etc.) up should make the other 60% of a person's wardrobe," advises McClaire, "and are what deliver a signature style." Oliver's main accessories--66-in. cotton shawls and her grandfather's pocket watch--take their cue from 19th century styling. In true nostalgic form, she wears the timepiece inside her pants pocket and hooks the chain onto the buttonhole of her jacket. James, who is 6 ft. 4 in. tall, relies on more traditional male haberdasheries for his suits--gold or silver cuff links and a white linen handkerchief tucked into his breast pocket for a bit of panache.

Another accessory is the basic black briefcase for men or handbags and totes for women. "You can buy a really nice, classic bag and not have to buy another one for 10 years," says McClarle. Of course, durability is based on the bag's workmanship. The best quality is Italian calfskin or full-grain leather, and the lining should be either in pigskin or a fabric, such as grosgrain silk. The stitching along the length of the product should be even and small, with smooth edges that are turned over and either sewn or glued. The hardware should be gold- or nickel-plated brass that will not tarnish quickly.

Tip #5: DON'T FORGET ABOUT BUSINESS CASUAL

Since the inception of "dress down Fridays," employers have found that their employees enjoy this casual alternative to the standard business suit. To maintain a relaxed, yet professional look, men can try pleated trousers with silk or wool polo tops or sweaters, along with a sports coat and nubuck suede shoes.

Women can opt for relaxed pantsuits with a knit top and comfortable shoes, or cardigans in lieu of blazers. Add an interesting necklace, scarf or pair of earrings for nice touch. There are some casual environments, however, that require their own modes of dressing.

A polished presentation on the golf course is important, especially if you're conducting business while trying to improve your handicap. For both men and women, the basic "uniform" consists of a short-sleeved polo shirt, preferably with a major brand or country Club logo prominently displayed on the sleeve, tailored trousers in basic colors (leave the Dockers at home) and a pair of leather oxford shoes without cleats.

Even if you don't play, you should understand the rules of the game and brush up on your golf etiquette. Your client has four to Five hours to observe you in various circumstances: Are you a sore loser? Do you cheat? Are you overly competitive? "How you behave in this casual setting reflects what kind of character you have as a businessperson," says Herschel V. Caldwell, publisher of Minority Golf Magazine in Aurora, Colorado. "Perhaps that's why some of the biggest deals in the world have been made on the golf course." Whether your dress is business or casual, professionalism should always be the rule, not the exception.