Are you thinking of updating your wardrobe or finding the perfect outfit for a special occasion? Perhaps you’ve been tempted by the offer of a free in-store personal shopping service. “What’s the harm? I’ll get professional advice without any obligation to buy,” is something I hear all the time. But here’s my honest response.
Let’s clear something up: around 95% of in-store personal shoppers are NOT trained personal stylists. They are, more accurately, highly skilled sales assistants. While they often know their store’s collection inside out, they typically lack the in-depth knowledge of how to dress for different body shapes, personal colour palettes, and individual style needs. And why would stores train them in such invaluable expertise? If they did, they’d be preparing their staff to eventually branch out, start their own styling businesses, and earn more than their current salary. So yes, you might walk away with a new outfit—but it’s quite likely you’ll find yourself shopping again soon when those purchases don’t really work for you.
Secondly, there’s a subtle psychology at play. The complimentary glass of bubbly, the plush fitting room, and the one-on-one attention can leave you feeling obliged to buy something. Even if you don’t completely love it. And some department stores, while advertising the service as free, suggest a minimum spend of £1,000—so suddenly that “free” experience comes with expectations.
Then there’s the matter of commission. Many in-store personal shoppers are incentivised to sell, and it’s no surprise that they’ll gravitate towards showing you the priciest pieces. After all, their goal isn’t just to help you look good—it’s to meet sales targets and earn bonuses. And naturally, they’ll only recommend items from that one brand or store.
Instead, consider hiring an independent personal stylist. Yes, it requires a small upfront investment, but a true professional will offer unbiased advice, tailor looks to suit your budget, body shape, and colouring, and curate options from a range of stores—both online and in-person. Best of all, they don’t work on commission, so there’s zero pressure to buy anything that’s not perfect for you.
In the end, “free” can come at a cost. Choose wisely and invest in advice that’s truly personal—and professional.
Nisha x