Why Are Fashion Designers Afraid Of Their Own Salespeople.
Why is every salesperson in Jil Sander, Gucci, Prada, Fendi, and Louis Vuitton dressed almost exactly alike? Black suit, white shirt, black or somber tie.
While I was shopping in these stores on Fifth Avenue today, I could not tell the difference between the salespeople and the security guards.
When you consider that these designer brands represent the heights of fashion self-expression, why don't they let their sales staff join in on the fun ?
I base my choice of which salesperson's I work with on their personal style (which is difficult to say the least when they are all dress in a uniform). David Anicich from Borrelli is a perfect example, on first seeing him I immediately knew he could help make me look better.
If you ask management, they would say the "uniform" allows the salespeople to wear the clothes without spending a ton of money on designer clothing.
Nice try.
Most of the salespeople work because they love the clothes.
Basically management is afraid their own salespeople just don't get it.
Granted ,in alot of cases they are right; it is very tough to find great salespeople with equally great personal style to work retail, but some stores have learned how to successfully exploit their staff as walking, talking mannequins and they are reaping the rewards.
Who gets it?
Ralph Lauren
Abercrombie & Fitch
Bergdorf Goodman
Not only do these companies have great ads and store displays, but by dressing the staff in a variety of the clothes, customers can better imagine how real people might look in the clothes. Not that the hotties at Abercrombie are real people but you get the idea.
While I was shopping in these stores on Fifth Avenue today, I could not tell the difference between the salespeople and the security guards.
When you consider that these designer brands represent the heights of fashion self-expression, why don't they let their sales staff join in on the fun ?
I base my choice of which salesperson's I work with on their personal style (which is difficult to say the least when they are all dress in a uniform). David Anicich from Borrelli is a perfect example, on first seeing him I immediately knew he could help make me look better.
If you ask management, they would say the "uniform" allows the salespeople to wear the clothes without spending a ton of money on designer clothing.
Nice try.
Most of the salespeople work because they love the clothes.
Basically management is afraid their own salespeople just don't get it.
Granted ,in alot of cases they are right; it is very tough to find great salespeople with equally great personal style to work retail, but some stores have learned how to successfully exploit their staff as walking, talking mannequins and they are reaping the rewards.
Who gets it?
Ralph Lauren
Abercrombie & Fitch
Bergdorf Goodman
Not only do these companies have great ads and store displays, but by dressing the staff in a variety of the clothes, customers can better imagine how real people might look in the clothes. Not that the hotties at Abercrombie are real people but you get the idea.
Comments on "Why Are Fashion Designers Afraid Of Their Own Salespeople."
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cate said ... (2:07 PM) :
post a commentYou are absolutely right, the sales people at storees look like clones of each other!!
I was very pleasantly surprised at the unique style of dress of the salespeople at the Rhinelander Mansion. That said, I didn't necessarily agree with the fashion advice given by them -- for example, telling a 40-something guy that the navy blue chalkstripe suit was "versatile" because it could be "broken up" into separates.
good help is hard to find
I think that the purpose of the uniforms at high-end stores is to create a sort of divide between the customers and staff. It's highly redolent of a master-servant relationship, and I'm sure not a few of the customers still have household staff.
In essence, the employees are chosen not for sartorial style, but deference and salesmanship.
I agree with you the salespaople look like mannequins, it's easy for the formula to work for Ralph and abercrombie they bascally offer the same look that one we americans love.. especailly for men, (it so safe)as for fendi prada, gucci, you have to own these looks when you wear them... anybody can put on ralph and abercrombie but not every one can wear GUCCI .hahaha
I find it helpful to have the sales staff in a uniform, so that you don't mistakenly approach another customer to ask for something.
And of course it's redolent of a master-servant relationship; they're being paid to serve you.
Sart, speaking from way too many years of experience, how you dress your staff dramatically influences how the staff performs. You are very correct about the value of walking manequins but the primary problem is once you cross the line into "performer" from providing service, several things happen. In the misdemeanor department, inattention rules, "can't help you; too busy modeling" to the felony; lots of interaction with people who have come to "play" with the clothing but little in the way of solid sales. One very interesting tool; take a look at what % of transactions then get returned by salesperson; tells ya a lot.
free people is another store that insists their employees wear FP clothes.