Case Study

The Client:

Jane is a 30-year-old newly wed working in the corporate world. She has never been that "mad" about the latest fashion trends preferring to spending her money on nights out with friends.

"I need help with my wardrobe, I wear things that have actually been handed down to me by my sister and probably haven't gone clothes shopping in about 8 years. I don't know what shape works for me nor do I know where to begin once I enter a store". This often frustrates Jane and she will often leave the stores empty handed as she becomes overwhelmed by the experience. "I just don't know where to begin sometimes when I enter a store, I want to find the confidence to try new styles, so I can project the right image for work and social gatherings". She is a size 12-14 and is looking to inject some style and oomph back into her lacklustre wardrobe. She is looking for clothes that will flatter her body-shape and colouring.


Preparation by the Stylist:

Before the Personal Shopping Session…

Jane is asked to fill in a detailed questionnaire regarding what she wants to achieve from the personal styling experience, what she currently wears, where she shops, her likes and dislikes with clothing, what "key pieces" she wants to look for and her budget.

She emails the completed questionnaire along with a photograph back to Shikkuu Guides. This helps her personal stylist to understand exactly what Jane's aims are for the personal shopping session. The stylist begins preparing for the shop, and does a pre-shop to work out exactly where she's going to take Jane and what she's going to show her.

A few days before they meet, Jane's stylist contacts her to go through the questionnaire to make sure she fully understands her goals for the shopping experience. They talk about what Jane wants to achieve from the day, which shops and stores they will visit and then arrange a time and place to meet.

The Day…

Jane meets her personal stylist outside Oxford Street at 9.30am. The early start means that the stores won't be crowded, which gives both Jane and her personal stylist a fantastic opportunity to view the store's contents. They have a quick chat to recap the shopping objectives for the day.

The stylist suggests they look for the key pieces that are on Jane's list as that can be the starting point and then more fashion pieces can be built around them.

They start by browsing the racks looking for some blazers in various styles, as that was one of the first item that Jane was very keen on finding. "I have one blazer that I wear, but I know it's ill fitting and probably not the best shape". The stylist picks out four different styles and shapes in various solid colours, a few basic vest and tees in various colours to try on along with some trousers and gets Jane into the changing room.

Once inside the changing room the stylist uses the first fitting to assess which styles and shapes are the most flattering for Jane's figure and which colours give her skin a lovely radiance and glow as well as making her hair shine. With this information, they hit the shop floor again making more calculated choices on their selection of garments. A final try on pulls together some great outfits and Jane's new wardrobe gets off to a flying start.

Now, they move on to other high street and department stores looking for further items on their list. Jeans are another item on the list and often a women's worse nightmare as there are so many styles, cuts, colours. "I hate buying jeans, I would rather pull on a pair of my husband's old jeans - it's just too hard" says Jane. After first scouring the shop-floor, the stylist picks a slight bootcut as well as a skinny pair in different washes for Jane to try on. "Women should have at the very least 2-3 pairs of different style jeans, in different lengths and washes. This will allow you to have a casual look, an evening look as well as different lengths for flats and heels" says our stylist. After several fittings Jane purchases 3 pairs! of jeans that she is thrilled about from one store.

A quick stop for a coffee gives them the time to assess what's been brought so far and what they still need to buy. The stylist has been keeping an eye on the budget and with less than half of it spent, she recommends they continue to hit another store in search of some dresses to show off Jane's curvy figure both for work and play. Armed with various items they spend the next half-hour trying on clothes in the changing room. Eventually they decide on a beautiful teal coloured, cowl-neck dress, a body-con dress, a smart charcoal grey pencil skirt teamed with as a pussy bow blouse that can either be dressed down with jeans or dressed up with trousers. Having bought most of the items on their "Must Have" list, they decide to look for a few special items to really jazz up Jane's wardrobe.

In the next store, the stylist spots a well-cut, classic trench coat with a fitted waist and fuller skirt that flatters Jane's curvaceous figure. Jane is so pleased she makes a beeline to the counter to make a purchase. Finally, it's time for accessories. First, it's into a shoe store where they buy a pair of flat ankle boots as well as a pair of embellished flats to perfectly complement the colour palette of Jane's new clothes then into another store they find a great pair of heels that is in a dark, grey suede that Jane can wear to work or for an evening out.

Lastly, they arrive at their last store where a couple of statement necklaces, chunky bracelets and some funky earrings pull all of Jane's new items together to create the perfect and stylish new wardrobe she's set out in her goals. The day ends with a few final words of advice from her stylist ringing in her ears, as Jane flags a cab, laden down with bags and brimming with new-found confidence!


Shikkuu Guides follow up with Jane post session to see  if she has any questions after her shopping experience.


"I just don't know where to begin sometimes when I enter a store, I want to find the confidence to try new styles, so I can project the right image for work and social gatherings"

— Jane, Shikkuu customer