By Aimee Greaves on Saturday, September 05, 2009
We hire hairdressers to tend to our tresses, tailors to alter our clothes and accountants to sort out our finances. But the thought of hiring a personal shopper or stylist is one the UAE is gradually warming to.With four well established personal shoppers in Dubai catering to a few hundred clients a month, personal shopping is gaining ground as women look to save time and money whilst staying “trendy and relevant”.
Dubai-based Lundberg – a self-confessed shopaholic – quit her job as Emirates Cabin Crew four years ago when she saw a gap in the market for a personal shopping service.
In the UAE, personal shopping has only become popular in the past couple of years as department stores, boutiques and individuals began to offer their shopping expertise to the fashion-challenged.
After launching Divine in September 2005, 28-year-old Lundberg has averaged 50 consultations a month and has since branched out into interiors and uniforms.
“I’m kept very busy, which is a sign that there is a need and great potential to grow business,” says the Scot.
The best part for her – on top of being financially better off – is that she gets paid per hour to do something she loves.
“I still have to pinch myself as I feel blessed to be doing a job I like. I never thought it would fail and being naïve helped because I went into it thinking it would work, and if it didn’t I wouldn’t be any worse off than my peers who accumulated debts at university,” she says of the personal loan she took out to get Divine off the ground.
Although Lundberg has gone down the consultancy line, some of the country’s top stores, including Harvey Nichols and Boutique 1, as well as department store Debenhams offer a free personal shopping service limited to their stores, while Dubai Marina Mall also employs an in-centre specialist.
They may cater to different demands but our experts say female clients tend to fit into three categories; new mums, career women; and those who need an occasion outfit – but they transcend nationality.
Marissa Woods, the owner of Image Factor, which launched in London 10 years ago before shifting to Dubai in 2006, says: “My clients tend to be more corporate now whereas a couple of years ago it was linked to fashion. A lot of my clients are working women but they want value so look for investment pieces.
“They are still shopping for occasion outfits but while they once spent Dh10,000 on one outfit, they now have Dh5,000 and they want something they can wear more than once.”
For Boutique 1, the shift has been different. “We have a lot of very classy women who are changing what they wear and want a more casual look but who still adore fabulous shoes, bags and accessories,” says Jo Wright who was headhunted from Harrods in London. The store launched its VIP Lounge two months ago following its move from Jumeirah Emirates Towers to The Walk at Jumeirah Beach Residence.
“A normal appointment is two to three hours but one for a very wealthy family can last 15 hours because we go and have dinner and spend time with them before they shop,” says Wright.
The specialists admit trade has tailored off slightly this year due to the recession, but they are not worried and expect business to pick up again over the next couple of months as Dubai begins another winter full of events.
“Like any business I’ve had a drop in revenue but as long as I cover costs and am surviving then technically I am still growing. The business was very busy at the end of last year but dropped off after Christmas so I’ve had to be more creative in what I do, especially because my clients come from word-of-mouth,” says Lundberg.
Having said this, some of her clients still spend up to Dh40,000 a time, proving that the downturn is not affecting everyone’s spending habits. Woods, however, is finding that while expat clients spend more cautiously, locals have not changed.
“Expats will spend Dh5,000 to Dh10,000 on their working wardrobe but they also need pieces that will work outside. Emiratis will spend that in the first hour in one shop,” she says.
Wright agrees estimating that a typical Emirati woman spends Dh30,000 a time at Boutique 1, but the store had one client who parted with Dh300,000 in one go.
Wright, and her colleague, Nameera Khan, who previously worked for Harvey Nichols and Selfridge’s in London have been so busy they need to expand the team from two to five. But while customers don’t pay for their services, Woods charges Dh300 an hour in Dubai and Dh800 in London where personal shoppers are more established. Lundberg charges Dh700 for a two-hour shop during which she takes clients to different stores and malls and believes it is money well spent.
“It’s the equivalent of three bad tops,” she says. “How many people have items in their wardrobe they never wear? Wouldn’t it be great if you liked everything and wore everything you own? That’s why I have some clients who won’t go shopping without me,” she says.
Men are even cottoning onto the trend. Some have signed up because their wives use personal shoppers and look great as a result, while others panic before a holiday or a big event.
Woods, whose corporate male client base is now 70 per cent compared to 30 per cent six months ago, says: “Men don’t have the knowledge. They are often bored of the image they are projecting but don’t know how to change it within their safety net.”
My personal shopping session
I like to think I know what suits me; no stretchy fabrics that cling in all the wrong places; rich colours, such as blue and purple; and trousers that sit above my hips. I was not totally wrong, but a personal shopping consultation, with Image Factor, Marissa Woods revealed much more.
Our session started with a questionnaire about my style personality, which revealed I am a natural and romantic; in other words I have a feminine style but like to be comfortable. Not totally wrong but I also wanted a more polished look and to get away from the block colours.
Usually when I shop, if I like it, it fits and is within budget I buy it, but Marissa gave me advice about the kind of clothes I should go for; structured, starchy tops that hug my shape but floaty skirts that flair to balance my hips.
Although I didn’t buy anything during the 90-minute session, I have a much better idea about what I should look for; square or v-neck tops, which follow the contours of my face; and bags that don’t hang at my widest point.
I now agree with Kelly Lundberg, that the Dh600 investment is better than wasting money on tops. All I have to do is clear out everything with a yellow element to make room ?for new purchases.
INTERESTED IN COURSES IN DUBAI TO BECOME AN IMAGE CONSULTANT AND PERSONAL SHOPPER?
THE STERLING STYLE ACADEMY DUBAI – NOVEMBER 1 – 17, 2009
The Sterling Style Academy Image Consultant Training Program takes place at the Mall of the Emirates, home to the world’s luxury designers including: Chanel, D&G, Emporio Armani, Marc Jacobs, and Versace. The Sterling Style Academy is the leader in preparing you to work with up-market fashion wardrobes and top level executives to properly execute an image and style consultation. Our graduates are educated toward positioning themselves as experts and style icons. Graduates not only learn the theories behind perfecting image and style, but they also acquire invaluable business and marketing skills to strategically position themselves within their chosen markets. Sterling Style Academy Certified Image Consultants are licensed to utilise our industry-proven, copyrighted style evaluation tools, training manuals, and the Sterling Style Academy Certified Image Consultant Logo. Approximately 15% of our on-location graduates are invited to join the elite team of Global Image Group Consultants.
The 2.5 Week Certification Program is an exciting image, fashion, and style training course designed to meet the needs of individuals and professionals with jet-setting lifestyles. Students will acquire the following skills:
- Introduction to style – How do we define and refine it?
- How to analyse fashion, incorporate trends, and develop style
- The elements and principles of design as it pertains to style
- How to assess facial features and body types to create suitable wardrobes for your client
- How to incorporate these elements into analysing an individual’s personal style and colouring
- How to develop a look specific to your client’s personal style and colouring
- The elements and importance of wardrobe evaluation
- The principles behind closet organisation and clothing care
- A day in the life of an image consultant
- Effective shopping strategies and protocol
- Determining your target market and develop your marketing plan
- How to conduct personal style and closet evaluations
- The essential elements of effective communication skills and its non-verbal impact
- How to utilize these elements to improve your corporate presentation and interpersonal communication skills
- How to develop your client’s image to improve their overall presence
Registration Deadline: September 28, 2009
Tuition Fee: USD $9947.
Program Schedule: Monday – Friday, 10:00 a.m. – 4:30 p.m. Extra curricular shopping sessions, wardrobe development and socializing are encourage outside of class.
For more information, please email us to receive a course prospectus.
To make your investment today, please visit the following link: http://www.sterlingstyleacademy.com/25_week_program.html
Upon receipt of your registration form, we will send you a Welcome Package outlining the logistics of the training program, suggestions on where to stay, a detailed agenda, and much more. Your investment is separate from air fare, lodging, transportation, personal expenses, program materials, or meals. Students should budget an additional USD $1500 per month.
Your Online Personal Shopper + Stylist
Leave a Reply
You must be logged in to post a comment.