In a bid to add value to the shopping experience, and increase fashion sales in the process, some of the leading brands and retailers such as Louis Philippe, Vero Moda, W and Planet Fashion are pampering walk-in shoppers with an in-house stylist (an advisor, if you will).
Jacob John, brand head, Louis Philippe, said that when consumers walk in to fashion outlets, most of them are unsure of what to buy. “A stylist can put them at ease. We have specially trained people for just advising the shoppers on what may suit them. The stylist can advise you in terms of colour, latest trend, what suits you as per your body type and the occasion, so on.”
Such stylists also help the shopper in selecting the right accessories — shoes, bags, neckties, so on, that can compliment the attire.
Although present now at only 14 of the 165 Louis Philippe stores, stylists will soon make their presence felt at more, but not all, stores, said John. “Having a stylist is an exclusive feature and extending it to every store will take the premium quotient away.”
Fashion industry observers believe that apart from providing a good consumer experience, a stylist can also drive footfalls. Moreover, a stylist can help in even successfully influencing a window shopper or an onlooker into buying. However, retailers assure that stylists would not pester, stalk or persuade consumers who want to be left alone.
Shoaib Farooqi, COO of Planet Fashion, which has started keeping an in-house stylist, said that this feature provides an exclusive edge to the store and has helped in increasing sales and footfalls.
Retailers agree that this is also critical in boosting the brand image. “At W, it’s extremely important for us to have people who understand fashion and can communicate the same,” said a company spokesperson.
Besides stylists, some fashion majors are providing customised offerings and home delivery of clothes to preferred customers these days. Several retailers now offer special made-to-measure clothes to increase their brand appeal.
Retail consultants believe that such offers and experiences could prove potential growth-drivers when decreasing footfalls are a major challenge amid mid single-digit same-store sales growth.
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