During my 25 years of experience in clothing, I went through many schools and trainings. I myself have served thousands of clients in my stores. For many years I worked as a stylist and make-up artist and exactly – or just – that’s why I’m literally allergic to all shows about changing the image, the type we make you beautiful, we change you etc … I always imagine how long this “hastily made” image in question will last after coming home, I guess so until morning. It is only a show prepared for the audience, and fashion magazines work similarly.
I am honestly sad about this, because the quick and significant change of image only concerns theater, film, photos and shows. So it is necessary to look at it, not to fall victim to any trend or image that is just in. Keep your foresight and individuality.
The change in image must come from within, not from outside. I don’t make clients someone else. It’s short-term and only suitable for professions where you work with other people’s subconscious, where how you look is part of the story you want to tell the audience. In your personal life, you certainly don’t want to play your whole life for something you are not. It’s exhausting, demanding and especially you won’t be happy about it in the long run. You have to play yourself, which is preceded by one important step, to know yourself. A copy of anything is and will always be just a copy.
By wearing clothes, women can express themselves even without words, it is a costume that you wear to play yourself. Your style is a podium for your stories that you tell others about yourself. What you wear is your instagram or facebook. By dressing, it tells others who you are, clothing also determines how you feel about yourself. Image is important in the work environment and very important, for example, in politics … In the work environment, your dress code sends a message about how you should think and how you should behave. First the clothes enter and then you enter. Every day you put on information that tells others who you are without opening your mouth. With a dress code, clothing is the main reason why you feel and behave in a certain way. The material, the cut, the color, it all shapes your ideas. We use clothing to decipher the social status, identity and group to which the person belongs, just as animals are recognized by symbols, so in humans by symbols that you unconsciously wear, otherwise we would walk in our most natural form, naked.
My employees are perfectly trained not to force their own opinion on clients. He must be able to feel the woman and gently direct her to personal choice. They watch what the customer is looking at, what he is reaching for, how he feels about the thing when he leaves the booth. Their work is mainly about directing the client to find a suitable outfit for herself. Every woman is unique and there is no universal model or style.
In our store we only show the direction and possibilities. We give inspiration, instructions. We help with the right choice. This is how we differ from most stores.
I do not employ shop assistants, but first-class trained businesswomen who love their work and respect my values. I am able to say that there are several different types of women in our store. I pay attention to the predefined and very well thought out composition of the brands, so that I can satisfy more personalities. I dare say that apart from purely sports fashion and EZO, EKO types, we are able to satisfy all women. Each brand has its own clear handwriting and its own clientele … Our customer must be satisfied, even after she comes home, she must really wear the thing, because that’s the only way she will come again. The relationship between the client and the merchant is formed only if we meet repeatedly, not by a one-time purchase.