Tips to get the most out of buying clothes on the high street
Don't let flattering mirrors fool you with these tips
EVER tried on that perfect outfit in a store only to find at home it makes you look like a style-challenged goblin?
Today The Sun reveals the secret tactics shops use to part us from our cash.
Fashion stylist Emily Stott, 44, was a “mystery shopper” for 15 years, helping stores tailor their shopping experience. She reveals the trade’s tricks in a new book.
MIRRORS
Emily says some big chains use “super-flattering mirrors” to give the impression shoppers have model-like figures.
She says: “I love a mirror that makes me look as if I’m built like Elle Macpherson.
“But I am amazed how many women don’t notice their elongated selves staring back at them. I’ve taken pictures of myself in what I believe to be super-flattering mirrors in Zara, H&M and Gap, so I have evidence of long legs I do not possess.”
MUSIC
Loud, upbeat music is played to raise the heartbeat of young shoppers at stores such as Abercrombie & Fitch.
Mellower music is played for older customers at the likes of Anthropologie.
Emily, left, says: “Slower music encourages lingering. At Victoria’s Secret, soothing music is played to facilitate discussions with assistants for a less pushy sales pitch.”
LAYOUT
Emily says: “On entering a shop, most shoppers will look to the left, then right, working their way round in an anti-clockwise direction.
“The layout of the products is designed to cash in on this — with the newest, most eye-catching and often most expensive stock at the front, on the right-hand side.
“Don’t expect basics or staples to be easy to find. River Island places its three-for-two plain T-shirts at the back, while H&M has its fitness wear at the back, near fitting rooms.
“Flooring is chosen according to area. A smooth floor guides the customer in, a carpeted one encourages them to browse.”
‘AAH’ FACTOR
Potential impulse buys often go near the tills. Ex- Office London director Sean Farrell says: “We had children’s shoes by the counter, especially toddler shoes as they prompted the ‘ahh’ reaction, which turns into an impulse buy.
I defy any mum or auntie not to want to buy Baby Uggs on sight.”
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SMELL
Emily says: “Baby powder is used by childrenswear shops to evoke a sense of security and nostalgia.
“A floral smell encourages shoppers to browse for longer. Mint makes customers more alert, compared to relaxing scent of vanilla.”
A study by psychiatrist Dr Alan Hirsch found 84 per cent of people were willing to pay more for Nike trainers in a scented, rather than unscented, room.
Emily's Hints
- ONLY shop when you feel on top of your game.
- Know what works for your shape, your lifestyle and what you feel comfortable in.
- Good underwear is vital. Have a bra for every occasion.
- Wear the right colours for your skin tone – don’t just automatically wear black.
- Be realistic about your shape and discover what styles work for it.
- Shoes finish off an outfit and you can shop for them if you feel thin or fat.
- Accessorising is an art. A new bag or fab hat can transform an ordinary outfit.
- Don’t buy things just when you need them – it takes the fun out of shopping
— Shopped: A True Story Of New Clothes, Old Secrets & Self-Discovery by Emily Stott is out now.