Personalising your styling sales strategy: How to put looks together for specific clients

Curation is about understanding the nuances of personal style and the unique needs of each client, and translating them into a look that is inspiring and realistic. Personalising your approach for each client is crucial; not just to create a shoppable look, but to offer a reliable experience that fits their lifestyle, goals, and sense of self.

This article explores the craft of curating looks and sales strategies for specific clients, starting with research, progressing through thoughtful conversation, and ending in the use of tailored styling personas. It also delves into the role of digital tools, which allow curators to personalise and refine looks with greater precision.

1. Do your homework

Before a client steps into the showroom or picks up the phone, half of the curator's work should be done. For personal shoppers within fashion houses, this means a total understanding of the brand, its heritage, craftsmanship, and the nuances of its latest collections. Freelance curators, on the other hand, must navigate a broader landscape, staying ahead of trends, emerging and established designers and seasonal shifts.

This depth of knowledge provides more than just information; it suggests confidence. Stylists who come to each session equipped with research and a clear angle are better positioned to guide the client and the styling session.

2. Understand the client’s unique lifestyle and aesthetic

Once the client is with the curator, the process of discovery begins. Within minutes, a curator should be able to learn key elements of a client’s life; their current interests, upcoming engagements, or even recent travels. Once these are known, curators should gently continue the conversation, revealing even more details and information to work with. This is more than dialogue – it is an exploration of the needs that shape a client's choices. 

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Equally important is an eye for their taste. Every detail – fabric choices, colour palettes, cuts – provides clues to the client's aesthetic. A thoughtful curator connects these elements to form a unique profile, one that resonates with the client’s identity and lifestyle. By blending these visual and personal cues, curators can style looks that feel totally aligned with the client.

3. Define client profiles for a tailored sales experience

In sales and design, professionals often use “personas” to refine their strategies; fictional representations of specific buying behaviours or customer segments. Curators can adopt a similar approach, using these techniques to create more personalised, yet structured, styling experiences. Here are some examples, which curators can adapt to their specific clientele.

Socialites

Driven by a clear, time-sensitive need, this client approaches styling with a specific objective, such as a gala, wedding, or important event. They seek an expertly crafted look that commands attention and fits the occasion. Efficiency and professionalism are key, as the client often requires a complete transformation within a short timeframe.

Styling response: For these clients, curators must offer a full, event-specific look that can involve clothing, accessories, and sometimes even hair and makeup coordination. A swift, focused approach is key, with selections tailored precisely to the client’s event requirements and tastes. If anything needs to be prioritised, it is speed.

Investors

This client values precision and trust, understanding that quality is an investment. They are already interested in fashion, and are extremely knowledgeable about new collections and signature pieces. Often, they will come with a specific piece in mind, or know exactly the type they are looking for.

Styling response: Their stylist is an advisor, trusted to execute their vision and only gently suggest additions and alternatives. They want to be in control of their own styling experience, and may not appreciate hard sells. The key here is to work around their existing objectives, and provide an experience that feels simple, focused and luxurious.

Explorers

For this client, the journey is as important as the destination. They find joy in the process of discovery, enjoying each choice and looking to their stylist to introduce new designers, unique finds, and emerging trends. Styling sessions are immersive experiences where the client explores possibilities without a specific piece in mind.

Styling response: With them, the curator must be the most knowledgeable and creative version of themselves. They should provide curated selections that introduce fresh perspectives, presented with narratives that elevate the pieces. Curators must think beyond the traditional and offer mood boards, fittings, events, and a collaborative process that elevates the shopping experience.

Outsourcers

With a demanding schedule, this client seeks efficiency and reliability. Time is their most valuable asset, and they expect their stylist to simplify choices and handle every detail with precision.

Styling response: Outsourcers trust their stylist to make selections that align seamlessly with their lifestyle, requiring quick and decisive appointments. The selections should be easily digestible and in line with the existing style of a client, leaving little room for exploration and imagination unless specified. The quality of service and efficiency matter most with them, so curators should focus on delivery and precision.

Indulgers

Selective in their purchasing decisions, this client occasionally seeks a significant indulgence. Whether for a special occasion or seasonal update, they are open to standout pieces that elevate their wardrobes. While not frequent shoppers, they value a stylist who knows when to introduce the perfect piece at the right time.

Styling response: Curators should select eye-catching, statement pieces that require little upkeep but make a lasting impression. Instead of focusing on complete, thoughtful looks, stylists should focus on standout items and how they can complement the client’s existing wardrobe. Here, it’s all about the product details and framing them in the context of the client’s life.

Devotees

For this client, styling is a way of life. They understand the value a curator provides, and so, they expect them to work on their entire personal brand and visual identity. From wardrobe to home decor, every element is open to curation. Highly loyal, they trust their stylist’s intuition and seek long-term working arrangements.

Styling response: Curators must be prepared to prioritise this type of client, as they will require more time and attention than anyone else. For them, curators provide guidance on all aspects of lifestyle shopping, and they will require a professional who anticipates their needs, adapts to every part of their life and is up-to-date with the latest trends. While this might sound excessive, they reward their stylists well and offer consistent working relationships for their whole team. 

4. Personalise your styling beyond the showroom

Today, the lines between the digital and physical are blurring. An email or a text will often replace in-person meetings, and so, the phone has become an integral part of relationships between clients and curators. Whether it’s advice on additional pieces that complete a look or a simple message to check in, a strong digital connection builds a long term relationship.

On Stylegrid’s clienteling app, curators can design and share interactive, shoppable selections of lifestyle products with clients. As soon as clients engage, the curator is notified, allowing for a continuous conversation between them. In this way, the curation experience becomes totally personal to the client, allowing the curator to put looks together in a powerful, results-focused manner.

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