In the first of a series on personal styling, Christina Kautzky consults the experts from three fashion capitals of the world about making that first impression count
For most people, the idea of a personal stylist or shopper is relegated to daydreams or brushed aside as an unnecessary expense, especially at a time of financial uncertainty around the world. However, personal styling is key to making that all-important first impression and continuing to impress both personally and professionally.
While it may come as a surprise, employing a personal stylist will not actually break your bank. Consultations are generally free and half-, full- or multi-day shopping trips come at a nominal (and reasonable) fee – no commission involved – compared with the benefits of having an expert on hand to retool a tired or outdated wardrobe. Personal shoppers and stylists at department stores are paid – by the store – on commission, so there is no pressure on clients to purchase anything they don’t want.
If, as Paris-based personal shopper Heather Price says, “looking at your wardrobe makes you want to cry”, if personal style hasn’t changed in years, or if purchasing the same clothes at the same shops year after year has become habit, it is well worthwhile to consult a personal shopper, where individual needs, requests and the overall look are the first priority.
Style tip #1
Shop with the fashion-conscious
Everyone has a friend that oozes style, sophistication and individuality. So why not just take that person along on a shopping trip instead of seeking out a personal shopper?
Explains Susan Dresner, veteran personal shopper and founder of Ways & Means in New York City: “A friend may know you or see you in a particular way, but they won’t necessarily know how to stretch you. My job is to stretch you and have you look at things that you wouldn’t necessarily choose for yourself, while remaining true to who you are and how you want to be presented.”
In the context of a one-stop-shop like Harvey Nichols in London, a personal stylist has the resources of the entire Knightsbridge department store at her fingertips. And, with a newly redesigned Personal Shopping department, clients receive star treatment in a relaxing and sophisticated environment. Rebecca Haynes, manager, personal shopping at Harvey Nichols, says: “A personal shopper can offer professional advice, knowledge of stock within the store and advice
on alterations. She can book appointments for hair, make-up or consultations, together with handling deliveries and/or postage.”
Effectively, a personal shopper makes life easy and takes the worry and hassle of choosing a perfect outfit off the client’s shoulders. At department stores like Lane Crawford found in Hongkong and Beijing, a personal shopper also makes it easier to check for sizes, snag pieces as soon as they come in, and keep clients apprised of developments in stock and trends.
Style tip #2
Know your way around
When it comes to creating an image and presenting a look, an informed opinion, based on years of experience, goes a long way not only in making each and every client look good, but in simplifying and streamlining the shopping experience.
For those who want to shop abroad but don’t have the time to spend days and days looking for the perfect outfit, personal shoppers will pre-shop and plan your itinerary, researching before the client even lands in the country. Professional shoppers are the only way to finding one-of-a-kind shops and local designer boutiques, and they can even arrange for stores to open at special times to fit into your busy schedules.
Former model-turned-stylist Heather Price has lived and worked in Europe for a decade and has on-the-ground knowledge of a variety of shops and boutiques, which makes her an invaluable resource. In addition to being able to take clients to major department stores and popular stores in Paris, Milan and London, she says: “If you prefer the more discreet, smaller gems and secret addresses, I can guarantee you a very exclusive itinerary. I know the secret boutiques… and most of the boutique owners know me so we can make special arrangements.”
Similarly, in and around the shopping metropolis of Manhattan, Dresner says: “I always pre-shop for my clients. Based on their style, personality and comfort trying new things, I choose neighbourhoods they may or may not know about, so we see local designers, shops that carry certain labels and specialty stores that I know have your size, your kind of pieces, and clothing that is within your budget.”
Style tip #3
Befriend your stylist
As with any service-oriented relationship, personal shoppers rely on the client to set the tone. Honest, open responses to written or verbal questionnaires are key to a successful experience. “It’s not a test,” says Dresner. “Just because you don’t have a favourite designer doesn’t mean you can’t have a successful shopping trip, but I need to understand where you are coming from when we meet.”
Similar to the way that Dresner and Price have established their own businesses, consultants in-house for clients at Lane Crawford are “on hand to provide personalised advice, including complimentary personal styling services like consultations in private styling suiters, gift selection ideas and home styling,” says the department store’s concierge service.
“There is a full consultation in our suite prior to the appointment,” says Haynes of Harvey Nichols’ relationship style. “During this time, a form is filled out and the details are discussed. The consultant will then accompany the client around the store so that they can select items for the client together. This also gives them time to chat and get to know each other.”
Responses and updated style profiles are kept on hand so that personal shoppers can reference them whenever the client makes an appointment. Price’s website requests: “Please use the comment boxes (in this online form) to tell me about certain styles, colours, etc, that you do not like, as this is equally important.” For all personal shoppers, as much detail as they can glean makes the experience that much more successful.
Style tip #4
Invest in a long-term relationship
Throughout the shopping experience and over the course of time, personal shoppers focus on the ultimate goal, and that is to give each client the time, energy and individualised attention that will come together in a wardrobe, an outfit, or a few new key pieces to update their look.
For a one-time shopping experience, seasonal upkeep, or finding something special for an event, personal shoppers live and breathe fashion, trends and styles that last over time.
Says Dresner: “I had a client recently from Shanghai who came in and purchased a lot of things, and some in colours or styles she wouldn’t have normally tried. It was the biggest compliment to me that when she got back to Shanghai, she emailed me saying she had tried on all the clothes and had decided to keep all of them. That means I’ve done my job well – when a client is happy with their purchases.”
Keeping in touch over time as styles, preferences or desires change is also essential to keeping personal shoppers in the loop and ensuring that they meet individual needs time after time. Says Harvey Nichols’ Haynes: “Our consultants communicate by telephone, email (sometimes together with emailed photographs) and mail order. The client can request the consultant keep their eye out for certain pieces each season, while some clients are seasonal shoppers and some (purchase only for special) events.”
But she touches on the one point that is key to the personal shopping experience, and the reason that an investment in style is well worth it. Haynes says: “It all depends upon individual needs.”
The Professionals
Susan Dresner
Ways & Means, New York City
tel 1 212 877 1417
email [email protected]
Heather Price
Paris, Milan and London
tel 33 9 5104 5545
www.priceparis.com
Harvey Nichols
Knightsbridge, London
tel 44 20 7259 6638
www.harveynichols.com/output/Page183.asp
Lane Crawford
IFC, Hongkong
Concierge services/personal styling
tel 852 2118 7777
www.lanecrawford.com
