Fashion retailers

Ok just had a bit of a brainstorm moment which as a marketer I automatically want to turn in to a concept haha. So, I was in ibiza this week and was borrowing my friends skirt for a night out, whilst we were out I got loads of compliments and I really liked it. So I asked my friends where it was from and then when I got home I went to h&m and bought it in 3 colours as well as a bag and a top which caught my eye whilst I was in there. 

Now we all know that friend's recommendation is a huge influence on a purchase decision, yet what I did wasn't just a recommendation, it was a try before you buy which was then complimented by others which then led to my own purchase... 

What I am trying to say is that whilst usually compliments from others and feeling good about a purchase usually comes POST-purchase- the effects of which are a confidence boost/ reinforce purchase intentions/ positive attitudes to the product/brand... But my opinion is that marketers, more specifically in the fashion retail industry should try and create these attitudes and positive self image boosters PRE-purchase in order to convince consumers that their purchase intentions are just.

Obviously try before you buy on fashion items, especially fast paced high street stores is not only impractical but not cost-effective: but what about an app where customers can tweet outfits which their friends can rate or compliment or even give suggestions on the clothing. Only an idea! 

Personal shoppers are a great way of enforcing this, yet I rarely see them advertised other than wedding facilities, may be not for girls who are very sure of their own style but for girls like me who might need a bit of help, when friends aren't there to help I would love the help of a professional stylist! How special would that make a girl feel! Great confidence boost!! And not that difficulty to implement in retail stores either. I know for a fact more personal shoppers would lead to more and bigger sales!

Fashion retailers need to boost our confidence!!

Steph