| Whenever I take a client shopping I am amazed at | | | | numerous pockets and the studding that are part of |
| what I observe in the fitting rooms. Usually people | | | | so many jeans. If you spend a lot on jeans or even |
| seem to be taking three or more items into their | | | | if you only wear them at weekends, getting impartial |
| cubicle and what would surprise any observer is the | | | | advice on how they look can be vital and certainly |
| very small percentage of items that are actually | | | | worth the cost of a consultation- and that is without |
| bought. Sometimes reasons are given to the | | | | considering all the other advice which would be part |
| assistants, such as: 'It doesn't fit', 'I don't like it', 'It | | | | of your session with an image consultant. Many large |
| doesn't suit me.' As an image consultant waiting for | | | | stores seem interested in this type of technology. |
| my client to appear in clothes that do suit, she does | | | | Possibly this is the result of the current economic |
| like and do fit (or only need a minor tweak), I am | | | | difficulties, the need to attract more trade and the |
| disappointed to see the sad faces of many | | | | high proportion of clothes that are returned because |
| disappointed customers. However, as I stand there I | | | | they do not fit. The Heinrich-Hertz Institute in Berlin |
| can tell which faces will be gloomy on trying on the | | | | has developed a 'magic mirror' for trying out new |
| items. So many customers confirm my own thoughts | | | | clothes. A customer can see how designs and colours |
| about the articles as they come out of the cubicles. | | | | of an item will look, having for example just chosen |
| In Canada, a machine called the Bodyskanner and | | | | one top. As the person moves round, the image of |
| team of technicians is travelling around. A person | | | | the movement can be seen. This development is a |
| stands still in a special cubicle whilst 88 measurements | | | | refinement of the system used for shoe fitting in the |
| of their body are made by laser. This enables a | | | | Adidas store in Paris. This embryonic technology could |
| pattern to be made for the person, which they | | | | lead to just such a the system that is being used in |
| receive in approximately a month. The customer has | | | | Canada for home dressmaking being used for 'off |
| a catalogue and can order custom made patterns by | | | | the peg' items. |
| entering a code. Customers using this system report | | | | Unfortunately though clothes such as this should fit, |
| that the fit is perfect. So this is great if you are a | | | | the technology will not choose the shapes that are |
| dressmaker but what about the rest of us? Could | | | | flattering to a person's body shape, proportions, |
| such technology not be used to make clothes for us? | | | | scale, colouring and style personality which are all |
| Selfridges, in London, in 2004 launched a similar | | | | important points to take into account when buying an |
| system to this for making the 'perfect' pair of jeans. | | | | item. Here is where a consultation with an image |
| A large number of measurements are taken in a few | | | | consultant and the written advice that you are given |
| seconds and then the customer chooses the denim | | | | in a personalised style booklet will really pay dividends |
| colour, style and waist height - from a given range. | | | | and enable you not just to have clothes that fit but |
| The cost of these is approximately £250. The | | | | ones that suit the whole you. Style is so much more |
| jeans might fit perfectly but are they flattering to | | | | than just a good fit, but style is nothing without a |
| your shape? Anyone who has had a style and image | | | | good fit. If you find this confusing then rest assured |
| consultation knows that there is more to looking | | | | that your style and image consultant can sort this |
| good in jeans than having them fit perfectly. For | | | | out for you and discuss with you the main features |
| example, is your body shape crying out for minimal | | | | that you need to consider for the unique you when |
| detail in the hip area? If so, you would do well to | | | | you go shopping. |
| avoid the very noticeable fly fronted zip, the | | | | |