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Where art thou stylists?

With the growing number of designers and multi-designer stores in Mumbai, the need of the hour is to have professionally qualified stylists writes Nisha Kundnani

fashion and trends Updated: Apr 16, 2007 18:56 IST

Have you ever walked into a designer boutique and felt bewildered, confused or intimidated? Maybe, you’ve even felt the need for someone to guide you on what to buy. That’s where a stylish comes into the picture.

Stores in Mumbai are surely lacking in this area. Though everyone likes to be fashionable, not all are clued in to fashion. With the growing number of designers and multi-designer stores in the city, the need of the hour is to have professionally qualified stylists who can direct customers to buy the right garments.

A friend in need Jyoti Gawlani of Zoya feels that the objective of a fashion store should be to create the right kind of comfort zone for the customer.

“A stylist becomes a ‘friend in need’, someone who gives you a non-judgmental opinion,” she says.

Shopping isn’t just an indulgent act. People have erratic working schedules and taking time out to shop becomes a necessity “I . strongly feel that stores of every stature should have stylists,” Gawlani adds.

These days, there is also a demand for services of freelance stylists who can accompany customers on their shopping spree.

“People who are not that well-travelled need stylists who work with movies and advertising houses can expand their careers by working with stores,” says choreographer, Marc Robinson. Understanding people Anna Singh is a household name for film biggies like Aishwarya Rai and Lara Dutta for several years.

She’s a designer who understands the psyche of the person she’s dressing up.

“We know that the clients who buy highend designer wear are not only particular about what they wear but they know their clothes. But that’s not the case with every one who walks in here. They may not know what’s in and what’s out. That’s where a stylist fits in,” says Singh.

“Stylists are not luxury. They’ve now become a necessity,” she adds. Singh has a well-equipped staff that includes two young graduates from National Institute of Fashion Technology (NIFT) to help her clients make appropriate choices. What buyers want Having worked closely with various brands abroad, Robinson understands the need of Indian stores.

He emphasises that every stylist should also be well-groomed. “When I walk into a Gucci or Jimmy Choo store, their managers are well trained and are also groomed. That also motivates a buyer. I personally don’t feel the need for a stylist because I learn on the job,” he says.