STORES Magazine - December 2009 - (Page 6)

CONSIDER THIS / EDITOR’S PAGE Personally Speaking BY SUSAN REDA he idea of having a personal shopper is one of my retail fantasies. It would be great to connect with someone who knows the brands I love – not to mention the styles and sizes that will fit me best. A personal shopper would nudge me out of my comfort zone and explain what “age-appropriate” is all about once you’ve reached a certain age, but don’t want to look as if you have. If I had a personal shopper, I’m pretty sure I wouldn’t have tried to pour my pear-shaped body into straight leg trousers – no matter how great the price. A personal shopper would make sure that I owned more than two blouses and would not allow me to use a Sharpie to cover up the scuff marks on my well-worn black pumps. But let’s be honest, the kinds of girls who have personal shoppers are generally more well-heeled (pun intended) and don’t waste precious beauty sleep lying awake wondering how they’ll pay two college tuitions next fall. I don’t fit that bill . . . or at least that’s what I thought until I chatted with Linda Freedman, chief marketing officer for a website called Freedman insisted that this web experience would be a great opportunity to indulge my personal shopper fantasy without having to leave home. What did I have to lose? The website promised to provide me with personalized recommendations for all types of clothing and accessories based on the information I provided. I was asked about the styles I like, the brands I gravitate toward and the sizes I buy. It even asked if I wanted to see the size – or just enjoy finding clothes that would finally fit. Then came the moment of truth: To recommend apparel, MyShape needed to know my measurements. It was a tad depressing, but there was a silver lining: I was the only one who saw the tale of the tape measure. Although it required me to input more measurements than I’d ever imagined, I sensed that if I resisted the urge to fudge, I might actually find a dress that skimmed my hips instead of sticking to them. The process took some time, but I soon learned that my shape was “A” and a plethora of tops and bottoms suited to fit were presented. There were outfits and items and tips on ways to put pieces together. I was like a kid in a candy store. My personal shopper was recommending items, but unlike a face-to-face session, I didn’t have to apologize for not liking something – or explain that the price was out of reach. I was in control, and guilt was at bay. Apparently, I’m not the only one for whom the promise of clothes that fit is a powerful lure. There are more than 700,000 people enrolled at MyShape, and Freedman reports that members have a 98 percent satisfaction rate. The average order is double the industry average. Does it work? I’ve got a black sheath dress to prove it. T STORES Magazine STORES Digital Edition STORES Mobile Edition STORES Knowledge Series® STORES First Edition STORES LPInformation STORES Retail Deals 325 7th St. NW, Suite 1100 Washington, D.C. 20004 202/626-8101 HARRY LISTER Vice President, STORES Media 202/626-8199 FAX: 866/640-8137 E-mail: SUSAN REDA Editor, STORES Media 516/437-1245 FAX: 866/640-8138 E-mail: ELENA CAIOLA Senior Director, Audience Development 202/626-8146 FAX: 866/640-8139 E-mail: SUSAN PATTERSON Senior Director, Business Operations and Development 202/626-8102 FAX: 202/661-3042 E-mail: DORIS MASON Circulation Manager 202/626-8172 FAX: 866/640-8140 E-mail: MARY ALICE ELMER Copy Editor LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Kim Daniele Molly Deise Chris Hodges Dan McClure Tim O’Connell Executive Publishing Inc. 900A Main St., Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 E-mail: For article reprints, including e-prints, please contact our Reprint Coordinator at Wright's Reprints 877-652-5295 or At STORES, we appreciate hearing our readers’ thoughts and comments. Please address your correspondence to, or contact me at (516) 437-1245. 6 STORES / DECEMBER 2009 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - December 2009

Stores - December 2009
Editor’s Page
President’s Page
Wrapped in Mystery
Hot Colors for 2010
Holding the Line on New Lines
Busting Bad Customers
10 Things You May Have Missed
JCP Teams with Olsen Twins
Retail People
Half Full–or Half Empty?
Retail Industry Buying Guide
Loeb Retail Letter
ARTS Update
NRF News
Point of View
Retail Industry Calendar
End Cap

STORES Magazine - December 2009