Tips to get the most out of buying clothes on the high street

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.”

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.