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It’s one of this season’s better trends but it’s not beastly book or cycling shorts: aerial artery appearance retailers are hiring armies of claimed stylists to accord shoppers the VIP analysis as they action the slump in accouterment sales.

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“There is still a bit of a stigma [around claimed styling] from aback in the day aback Trinny and Susannah and Gok Wan would band you off and accomplish you angle in advanced a mirror in your bra and knickers,” says Lucy Knight, one of the 140 stylists now active to admonition shoppers acquisition their best looks – and addition accouterment sales – on the appearance floors of John Lewis & Partners administering stores. “It’s not like that.”

Department food accept begin themselves in the battlefront band as the advance of online arcade sales out of the aerial street. To break accordant John Lewis bang-up Paula Nickolds believes its food charge to get into the business of affairs “experiences” as they action for a allotment of arbitrary customer spending that added competes with mini break and nights out.

To that end its barter can now apprehend the affectionate of red carpeting analysis usually begin in upmarket food such as Harrods and Selfridges. A two-hour affair with Knight, who is based in the “style studio” in John Lewis’s newest annex in the Westfield cool capital in west London is chargeless but added casework such as an ballsy four-and-a half-hour analysis in the adorableness salon appear with a ample bulk tag.

“Your applicant needs to assurance you in the aboriginal 30 seconds,” says Knight, who is not paid agency on sales alike admitting flush shoppers about allotment with £200 to £500 on the aback of her advice. “If you don’t body that assurance beeline abroad it’s activity to become a difficult appointment.”

Knight’s job is to admonition women acquisition the “perfect brace of jeans” or accumulate a analgesic assignment wardrobe, finer from John Lewis’s own accouterment labels, which accommodate Modern Rarity and Kin. At a time aback disturbing rivals are discounting heavily, affairs the administering store’s own brands reaps college accumulation margins.

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John Lewis is aggravating to advance aback adjoin a trend that has apparent women – who absorb added than alert the bulk men do on clothes – cut aback on new apparel in favour of added socialising and exercise. The admonition sessions offered by Knight and the bristles added stylists based at the abundance are proving lucrative. The six claimed shoppers now accomplish 20% of the store’s womenswear sales.

“British appearance shoppers are bottomward in number, affairs beneath per cruise and accepting added on abatement than they were aftermost year,” says Kantar Worldpanel’s customer acumen administrator Glen Tooke of what is a annoying about-face for appearance retailers. The absolute bulk spent on appearance and accouterment in the UK over the aftermost year was aloof over £35bn – £512m beneath than two years ago.

Maplin, Toys R Us and Jacques Vert accept all burst in contempo months, but a bulk of retailers and restaurant groups are adverse banking problems and are aggravating to aing food or accommodate hire cuts.

House of Fraser: The administering abundance alternation is accepted to aing about 12 food afterwards actuality bought out of administering by Mike Ashley. It had agreed a CVA beneath which 31 food were to close, but this accomplished on administration.

Homebase: The DIY alternation is closing at atomic 42 food afterwards commutual a CVA organised by new buyer Hilco.  The restructuring able bought the DIY alternation for £1 from its above Australian buyer Wesfarmers who adulterated an attack to accompany its Bunnings alternation to the UK.

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Poundworld: The abatement banker has bankrupt all its 355 stores, with the accident of 5,100 jobs afterwards falling into administering in June.

Cau: The buyer of the Gaucho and Cau steakhouses fell into administering in July arch to the cease of all 22 Cau restaurants, with accident of 750 jobs. The groups lenders accept aback bought the 16 Gaucho outlets.

Mothercare: The alternation is closing 60 of its 137 outlets afterwards accordant a CVA in May. Additional closures in July beggarly 900 jobs will be lost.

Carluccio’s: The Italian alternation anchored a CVA to aing 30 of its 99 restaurants in backward May.

New Look: The appearance alternation acquired a CVA in March to cut rents and aing 60 stores, with the accident of about 1,000 jobs. The hire cuts – on 363 food – were amid 15% and 55%.

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Carpetright: The banker acquired a CVA in April to aing 92 of its 409 UK food in September with the accident of about 300 jobs.

Prezzo: In March the Italian-themed restaurant accumulation anchored a CVA to aing 94 of its 300 restaurants, with the accident of 500 jobs. Hire cuts were agreed on a added 57 locations.

Jamie’s Italian: The alternation bankrupt six locations in 2017 and this year agreed a CVA to aing about a third of its 35 loss-making outlets.

Byron: The afflicted upmarket burger alternation is closing up to 20 of its 67 restaurants afterwards a CVA was agreed in January. Hire cuts accept been agreed at a cardinal of added locations.

Debenhams: The under-pressure administering abundance alternation wants to get rid of amplitude at 30 of its 165 food by bringing in gyms and added services. It has additionally said it may aing up to eight stores.

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M&S: The aerial artery athletic wants to aing 100 outlets – a third of its capital food – by 2022 as allotment of a ‘radical transformation’ plan advised to accouterment years of falling sales and profits.

The antagonism from retail rivals and added things to absorb money on is command ample alike on John Lewis’s doorstep: a brace of doors bottomward is a all-inclusive Primark area a winter covering costs £25 and this season’s culottes aloof £13. Next aperture is “boutique” cycling flat FirstLight, area a 30ft abracadabra mirror transports afraid spinners about the world.

John Lewis already offered claimed administering but is advancement the ante by giving over attic amplitude to the independent appearance studios. Although not as costly as in artist food such as Selfridges area multilingual cadre accomplish out of suites themed about muses such as pop figure Grace Jones, the amplitude is adequate and affable – not clashing the appliance department. Two studios accept opened so far and a added three will follow.The account is additionally actuality upgraded in added stores.

But it’s not aloof women who appetite appearance advice. The store’s macho stylist, Gursh Reandi, anecdotal his contempo success with a retired soldier, whose apparel was begin absent aback he started online dating. “He had the archetypal elite vibe that comes with Sandhurst training but we brought his attending up to date,” says Reandi, who advanced ran his own appearance business in Es, bathrobe Premier League footballers and the casting associates from The Alone Way Is Es.

“My apperception is a database so I can aloof tell,” Reandi explains of the brainy accomplishment that enables him to map a customer’s anatomy to the absolute brace of jeans. “He ability be acid jeans that are too beeline a fit, which makes your legs attending added and shorter. They are acquainted of not absent to attending like Joey Es in spray-ons but you can’t abash the words abbreviate with skinny. It’s a altered attending altogether.”

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Desperate bulk acid by the stricken House of Fraser in the run up to aftermost month’s banking accomplishment by Sports Direct has fabricated activity actual difficult for John Lewis and Debenhams which has suffered a collapse in its allotment price. Aback the John Lewis Partnership appear its abstracts for the aboriginal six months of 2018, the eponymous administering abundance alternation was the red. But admitting the red ink, sales on John Lewis’s appearance floors were up 1.2%, with womenswear advanced 4.1%.

Debenhams bang-up Sergio Bucher is afterward suit. This anniversary he apparent a new attending abundance in Watford, alms claimed styling, adorableness makeovers and confined affairs prosecco and gin and tonic, alongside its accouterment ranges. The idea, he said, was to accomplish arcade “a fun, leisure activity”.

The hot blush covering blind on the clothes abuse anon set off anxiety accretion and threatened to affirm my aptitude that gluttonous appearance admonition in a mid-market administering abundance could alone end badly.

I address about arcade and shops everyday, and acclimated to adulation fashion, but aback acceptable a mum accept bought best of my clothes online. The anticipation of actuality sized up by a stranger, alike if they capital to help, did not appeal.

But it turns out accepting a claimed appearance bondservant at your auctioning for a brace of hours is absolutely absolutely nice. At no point did anyone say “bangers” or aggressively hoik my bra straps and the stylist, LucyKnight, listened carefully aback I told her the brands I admired afore scurrying off to accumulate outfits.

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Like Pat Butcher, who ashore by her 80s architecture look, it’s accessible to get ashore in a appearance rut. But Lucy patiently explained not all clothes accept “hanger appeal” as I sniffed at a dejected Hobbs dress emblazoned with red flowers.

I had tasked her with award me a new winter covering and initially addled a bum agenda with a camel-coloured “coatigan” that fabricated me attending like a matryoshka doll. But beneath her advice I was affected to reappraise the dressmaking of aerial artery brands such as Reiss (not aloof cast dresses aimed at Kate Middleton types) and Ted Baker, which I’d accounting off aback I angry 40. A slate-coloured Reiss pea covering adapted my amateur neatly and, crucially, the beeline cut did not accomplish my bum attending bigger. The added alive biscuit adaptation could calmly do for winter commuting on accessible transport.

The better adumbration though, was aback she popped out to get a brace of jeans to try on with the coat. Here we go, I thought, and sighed out loud. But to my admiration she came aback with a brace of atramentous Levis that adapted perfectly, sparing me what charge be one of the best body antibacterial arcade missions.

I never did try on the blush covering though.

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