Not even the Ugg team could have predicted the launch of their first European store being so huge. Westfield shopping centre have faced massive crowds and have had to employ a constant rotation of doormen to manage the chaos at the store front.

There have been a credit crunch busting 30,000 shoppers to the store (not the shopping centre, just the Ugg Australia store), making a total mockery of the financial crisis.

Lets not forget, the current bestselling boot ‘knightsbridge’ retails at £225. The company are opening a second store in Covent Garden at the end of the month, no doubt with the prediction of additional security requirements.

Not bad, for a boot that was worn by Australia’s version of ‘Chavs’. This was until 2003 when Kate Moss, fashion catapult (she launched Stella McCartney at her catwalk debut too), that wore them and brought them screaming into the UKs conciousness.

£250 million a year turn over later, the Ugg brand is so last season, this season and probably the next few too. For those of you that can’t quite afford them, TK Maxx have been seen selling the Ugg classic tall boots at £135 (pictured).

A new concept in shopping has been launched today, My Mall is the worlds first virtual shopping centre. The 3D graphics replicate a real mall with shoppers able to ‘walk’ around all 36 (yes 36) floors and go through virtual store fronts. The shop levels are even in categories to ensure that your money is much easier to spend on the 25 million products available.

The CEO of MyMall Ishmael Bahadur stated “We’ve created an actual shopping mall inside customers’ computers. Even those without broadband can access the site quickly, thanks to recent advances in 3D graphics. Anyone who can go shopping in real life can use MyMall.”

Adding “Besides being faster and more convenient, MyMall is also more environmentally sound. Based on average journey times, we found that 100,000 shoppers using MyMall instead of driving to their local shopping centre could save up to 65,400 tonnes of CO₂ every year. “

Over 500 brands, both international and from the UK are contracted, with more waiting in the wings, to sell their addition to the huge range of goods. Currently you can buy anything from clothing and the usual shopping centre fayre, to fast food deliveries and insurance.

“MyMall isn’t like any other online shopping portal. Instead, it replicates a real-world mall in a virtual world. That allows us to promote and brand ourselves just as we would in any of our actual high street stores. This is undoubtedly the next generation of online shopping.” Nicki Proctor from Gorgeous Couture

The press release goes directly into competition with Westfield, using a table to differentiate between the two;

Let the Christmas battle commence!

We may be entering a credit crunch, but personal shopping services are booming in popularity. As customers are becoming more cost conscious, they are increasingly employing the services of a personal shopper to ensure those precious pounds are well spent. Customers are searching for clothes that fit in with their existing wardrobe and making sure that what they purchase will not only go the distance but, are good value on a cost-per-wear basis. Add to this the tantalising offer of a personal stylist to whisk you round the shop for free, and thousands of customers are signing up to the ‘in-house’ services across the country.

Sounds great until you start to realise the actual cost of that free service. What if the person ‘advising’ you had no additional training than anyone else on the shop floor? What if that person worked on commission, gaining a higher paycheck for greater sales? Suddenly the flattering service they so tantalisingly offer, with the separate changing room, massive mirror and rack of specially chosen clothes (never from the sale section), isn’t quite so seductive.

For qualified and experienced style consultants across the country, it’s been an interesting dilemma, most of us have continued to work steadily, as the quality of the work speaks for itself. Some customers will always go for a free service, much like some people will always chose the cheapest builder. However, they rarely factor in the additional cost of having the work re-done.

The huge changing room to yourself in a brilliant weapon in the psychology of sales. Everyone looks smaller in a large room (most customers want to look slimmer), you then have a rack of clothes chosen ‘especially for you’, cue the British politeness of being obliged to agree with the sales person, as they have made the effort. The rooms are often white, making the clothes ‘pop’ out and appear more attractive. Then, add an enthusiastic ‘expert’ telling you how wonderful you look and it’s no surprise that most customers leave with bags full of shopping and an significantly lighter purse.

So, how do you let the the new customers know that you do get what you pay for and that the service we offer is actually better?

Customers are seeking advice because they don’t know what suits them. Many of my clients have been stuck in a rut and really have lost the ability to see themselves in a new light. Makeover shows work on the ‘wow’ factor where people undergo huge transformations but, it doesn’t always have to be such an ‘extreme makeover’ to create a massive impact. You can look 10lbs slimmer in the right clothes, surgery is not mandatory to looking better!

For the private style consultants, this just makes our job slightly easier, customers are increasingly saying they saw someone for free, but just didn’t feel they came away looking better. Many pulled out the clothes at home and didn’t get the desired reaction from partners, family and friends.

It might take customers slightly longer than before, as they go on the bargain detour, but quality will always win out.

The real value is always in qualified, experienced and perhaps most importantly independent advice.

For personal shopping services contact Chameleon Fridays.

Personal shopping is often talked about, but what is it?

A personal shopper is a professional who advises their clients on what and where to buy. Though the definition of “personal shopper” on Wikipedia includes advice on range of items from furniture to online shopping, traditionally a personal shopper focuses on fashion and clothes. They tend to work with the general public, mainly using high street stores and available designer colections. In contrast, a stylist who will tend to work with celebrity clients and mainly use designer ranges and collections not yet available to the public (i.e. a season early).

Large department stores are increasingly employing staff internally to act as a personal shopper, though they will normally work on commission and will only advise on clothes in that store, as a result the client is unlikely to get the range or independence of a freelance personal shopper. Honest opinions are also often a compromise with the sales targets are looming.

Prices for independent personal shopping range from £50 to £100 per hour.

Chameleon Fridays