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Debenhams launches revamped personal shopper service and new body shape guide
Debenhams body shape guide for men

Debenhams has launched an improved personal shopper service at its flagship store in London as part of the store’s £25 million refurbishment programme.

GENERAL MERCHANDISE

Debenhams launches revamped personal shopper service and new body shape guide

Debenhams has launched an improved personal shopper service at its flagship store in London as part of the store’s £25 million refurbishment programme.

The free service has been rebranded from ‘Personal Shopper’ to ‘Personal Stylist’ following the retraining of staff by NHJ Style Consultancy which is led by celebrity stylist Nicky Hambleton-Jones. The service will be available in 115 stores nationwide with appointments booked online.

To coincide with the launch of the new service, Debenhams has devised a new body shape guide after research showed that 86% of customers felt confused about dressing for their body shape.

The guide reveals that women are no longer just apple and pear shaped and that the modern-day female form has evolved into a “fruit cocktail” of silhouettes, while men’s changing contours can be compared to a range of vegetable shapes such as aubergines, leeks and parsnips.

Nearly two-quarters of people surveyed also said they found identifying styles that suited them ‘extremely difficult’ and 43% admitted to being in a ‘fashion-rut’.

Gaynor Davey, personal stylist manager at Debenhams Oxford Street, said: “Since Trinny & Susannah brought dressing for your shape to the nation 13 years ago, we’ve based our wardrobes on a set of rules designed around what we believed our shapes to be.

“For many this has created confusion about anything outside those few shapes – and it has never been extended to men.

“Our new free Personal Stylist service and body-shape guide is about giving shoppers simple tools to help them look and feel fabulous – while letting men get in on the action too!”

The most common personal style myths identified by Debenhams’ stylists included ‘trendy clothes don’t suit me’, ‘I can’t wear that colour’, ‘if you’re curvy, you’re plus-size’, ‘I’m not the ideal body-shape’ and ‘I can’t wear prints’.

Davey added: “We launched size 16 mannequins in our Oxford Street store at the end of last year and we’re continuing our commitment to promoting body confidence with more shapes and sizes for both men and women in our body shape guide.

“Our service is not about being too prescriptive, but instead helping to inspire people to try new things and identify when something isn’t quite right.”

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