Looks don't matter, but, your “look” does. Looks are what our genetics have given us, which we have very little control over. Guys who are blessed with good looks are said to be “genetically attractive”.
I have also met others not so genetically fortunate who have massive success because they understand what looks good on them, and how to present themselves in an attractive way. Why is this scenario so advantageous when looking to improve with women and dating?