It’s a question that comes up time and time again in my training sessions with budding personal stylists:
“Why would someone pay for a personal stylist when they can just book a free appointment at their favourite store?”
It’s a fair point — on the surface.
Personal shopping has become the latest buzzword in the retail industry. From high-street brands to premium department stores, retailers are introducing appointment-only personal shopping services to create a more luxurious, bespoke experience for their customers. The concept is simple: treat your customer like a VIP, offer them a glass of fizz, and guide them through a curated rail of outfits handpicked “just for them.”
It sounds wonderful, doesn’t it?
So, when my delegates ask whether these services are a threat to their independent personal styling businesses, I always respond with a question of my own:
“Have you ever actually been to a personal shopping appointment in-store?”
Most of them say no. And that’s where I encourage them to try it — not as a competitor, but as a customer. Because once you’ve experienced it, the distinctions between a trained personal stylist and a store personal shopper become abundantly clear.
The Rise of In-Store Personal Shopping
Let’s take a moment to understand why in-store personal shopping has become so popular.
Retailers are under increasing pressure to retain loyal customers in an ever-competitive landscape. The pandemic accelerated the shift to online shopping, and now brands are trying to bring customers back into stores by offering value-added services. Personal shopping is one such strategy. It’s designed to:
- Build loyalty
- Enhance the shopping experience
- Encourage in-store purchases
Customers book appointments online, provide their size, age, budget, and occasion, and walk into a store where a curated rail of clothing awaits them in a beautifully designed fitting room. It’s experiential retail at its finest. The shopper is made to feel special — all without spending a single penny upfront.
Sounds like a dream? It’s certainly clever. But there’s a major catch.
The Real Role of the In-Store “Personal Shopper”
While the title might suggest otherwise, most in-store personal shoppers are not trained personal stylists. They haven’t studied colour analysis or body shape analysis. They haven’t learned about line, proportion, balance, or how to work with individual personalities and style identities.
They’re fantastic salespeople. Charming, persuasive, and deeply familiar with the store’s current collection. Their job is to make sales — to gently nudge the customer into trying something new and, ideally, walking away with a bag (or three) of purchases.
They’re not trained to determine whether those purchases actually suit the customer’s:
- Skin tone
- Body proportions
- Lifestyle
- Style personality
- Existing wardrobe
They’re focused on fitting the client into what the store wants to sell — not what truly flatters or empowers that client.
And that’s the fundamental difference.
Why Big Brands Rarely Invest in Proper Training
Here’s something important to understand: most major retailers simply don’t see the long-term ROI of investing in proper styling training.
Why?
Because they know that if they invest time and money into fully training a staff member to become a skilled stylist, that person is likely to realise their worth — and leave to start their own personal styling business.
Even well-regarded brands like Mint Velvet, who advertise their staff as “Personal Stylists,” don’t always provide proper training. In fact, I’ve had several Mint Velvet employees come to me for private training because they know they lack the foundational skills they need to confidently style their customers. Many feel embarrassed or frustrated — they’ve been given the title without the tools.
On the other hand, independent retailers and boutique owners often do invest in training — because they have smaller teams, deeper customer relationships, and a better understanding of the long-term value of a perfectly styled customer.
So, Are They a Threat?
If you’re an independent personal stylist and you’re feeling uneasy about the rise of in-store personal shopping, let me reassure you:
No, they’re not a threat. In fact, they’re an opportunity.
Here’s why.
- They’re Raising Awareness — and Normalising Personal Styling
Ten years ago, hiring a personal stylist was considered a luxury — reserved for celebrities or the ultra-wealthy. The average person wouldn’t dream of paying someone to help them shop.
Now? It’s becoming normalised.
Just like how personal trainers went from being a luxury to a staple at every gym, personal stylists are on the same trajectory. Even with access to world-class fitness equipment, many gym-goers still choose to pay for personal training — because they want expertise, accountability, and results.
It’s the same with styling. Customers may start with the “free” store experience, but once they’ve had a taste of what could be, many realise they want the real thing — someone who understands their shape, their colours, their lifestyle, and how to build a functional wardrobe that reflects who they are.
In-store shopping departments are opening the door. You get to walk through it.
- A Disappointing Free Service Will Lead Them to You
Let’s be honest — the experience of an in-store personal shopping session is often more about the perks than the results.
Yes, they might walk away with a few new pieces. But how many times have you heard this story?
“The sales assistant said it looked amazing on me, but when I got home, it didn’t feel right.”
“I bought it because it felt good in the moment, but I’ve never worn it.”
“The colours looked nice in the store, but they don’t do anything for me in daylight.”
These are disappointed customers. And they’re your ideal client.
When that customer starts to question why the clothes aren’t working, she’ll begin to research. She’ll Google “why don’t these colours suit me?” or “how to dress for my body shape” — and that’s when she’ll find you.
You offer the missing pieces: a deep understanding of colour theory, style personality, capsule wardrobes, body architecture — the expertise that transforms shopping into a strategy.
Turning Threats into Opportunities: How to Position Yourself
Instead of worrying about in-store services, use them as a marketing tool. Here’s how:
✅ Use Their Language
Borrow the familiar language of in-store personal shopping when describing your services. Use terms like:
- “Curated outfits”
- “Bespoke experience”
- “Appointment-only”
- “Wardrobe transformation”
This taps into what customers are already being conditioned to expect — but you elevate it with true expertise.
✅ Emphasise Your Credentials
Make it clear that you’re a trained professional, not a sales assistant with a new title. Share your qualifications, client testimonials, and success stories. Let people know this is more than just shopping — it’s styling for long-term confidence.
✅ Offer What They Can’t
Highlight the personalised services that stores can’t offer, like:
- Colour analysis
- Wardrobe audits
- Shopping across multiple brands
- Ongoing support
- Lifestyle alignment
In other words: you’re not tied to one brand’s agenda — you’re tied to your client’s success.
Final Thoughts
Rather than viewing in-store personal shopping departments as competition, see them for what they truly are: a stepping stone to your business.
They’re creating awareness. They’re introducing the concept. And they’re planting the seed that personal styling is no longer a luxury — it’s a smart investment in self-confidence.
But as the saying goes, “you get what you pay for.”
When customers leave the store feeling unsure or underwhelmed, they start to look for the real deal. And that’s where you come in.
So to all personal stylists wondering whether the rise of store personal shopping is a threat, remember this:
They sell clothes.
You sell transformation.
Love Nisha x