STYLIST IN A STORE

Dominion, Volume 28, Issue 286, 30 August 1935, Page 5

STYLIST IN A STORE

Need of Fashion-Conscious Modern Women Met

The post of stylist in a large store was originated in the United States, and now the stylist fills a distinct need of the fashion-conscious American woman, writes Blanche B. Elliott in an English journal. Many great New York stores have employed, in the boom years at least, not one stylist but several. When’ she appeared in London, there seemed to be a certain vagueness as to what her exact duties were. She might perhaps better be described as "Fashion Adviser,” and is most frequently to be found in the model gown department. The stylist requires no special training in the first place, but she must possess certain qualifications. These must be: A flair for clothes, natural good taste and a knowledge of the newest styles, coupled with a discriminating eye. unlimited patience, good humour, and, above all. an infinite degree of tact. The stylist should be a woman (not too young) of some social experience, and should know not only what is worn, but the right occasion on which to wear it. She is the court of appeal of what is or is not suitable for an inquiring customer. She must be able to advise on a London season’s dress requirements such as Ascot, the River, Wimbledon, the Courts, or country house parties, and for overseas or country visitors such advice is particularly helpful. One big London store which employs an 21ustralian woman who lived many years in London has found her to be a perfect, magnet for Australian visitors. Her special knowledge of theif requirements enables her to shop for them on their return to their native land.

It is no small part of the stylist’s duties to cope with the woman who says helplessly: "I wish you would come with me to choose a frock; I haven't the least idea of what I want!” Nor as rule has she, and will often, In sheer despair, get something she hates or that is unbecoming to her. To this type the stylist proves a perfect boon. She Inquires tactfully the occasion for which the frock is wanted and the price to be paid for it. She observes the customer’s individual peculiarities and suggests colourings and styles that would be most becoming, helping her to choose the best and most suitable frock, which is not necessarily the most expensive. She will have so familiarised herself with the stock that she is able to ask the assistant to show a selection of dresses which saves everyone’s time, indicating the particular “points” of fashion, material or cut which distinguish each. The customer will be made to feel that she is not relying on the blandishments of a saleswoman anxl-

ous to sell her anything, but is receiving an honest and expert opinion. The stylist, too. will gently but firmly lead the lady of ample proportions away from the extreme style which looks so well on the willowy mannequin, and show her something more appropriate. Her reward will be a satisfied customer who returns to her again and again, her confidence completely established and her dress troubles ended.