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Learner number:

L/600/0628

VRQ

UV20368

Understanding fashion retail personal shopping and styling

VTCT is the specialist awarding body for the Hairdressing, Beauty Therapy, Complementary Therapy and Sport and Active Leisure sectors, with over 45 years of experience.

VTCT is an awarding body regulated by national organisations including Ofqual, SQA, DCELLS and CCEA.

VTCT is a registered charity investing in education and skills but also giving to good causes in the area of facial disfigurement.

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Statement of unit achievement

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UV20368Understanding fashion retail personal shopping and stylingThis unit provides you with the knowledge and understanding of personal shopping and styling in fashion retail. It covers the role and responsibilities of the personal shopping department within a fashion retail organisation and how to style individuals.

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GLH

Credit value

Level

Observation(s)

External paper(s)

30

3

2

0

0

On completion of this unit you will:

Learning outcomes Evidence requirements

Understanding fashion retail personal shopping and styling

1. Understand the role of personal shopping within fashion retail

2. Understand how clothing and accessories are chosen to suit different body shapes

3. Understand styling principles used to style different customers and their needs

1. Knowledge outcomes There must be evidence that you possess all the knowledge and understanding listed in the ‘Knowledge’ section of this unit. This evidence may include projects, assignments, case studies, reflective accounts, oral/written questioning and/or other forms of evidence.

2. Tutor/Assessor guidance You will be guided by your tutor/assessor on how to achieve learning outcomes. All outcomes must be achieved.

3. External paper There is no external paper requirement for this unit.

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Achieving knowledge outcomes

Developing knowledge

You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below:

• Observed work• Witness statements• Audio-visual media • Evidence of prior learning or attainment• Written questions• Oral questions• Assignments• Case studies

Where possible your assessor will integrate knowledge outcomes into practical observations through oral questioning.

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Knowledge

Outcome 1

Understand the role of personal shopping within fashion retail

You can: Portfolio reference

a. Describe the role of personal shopping within fashion retail

b. Explain how personal shopping can contribute to sales targets

c. Describe how the personal shopping department works with other departments within the same organisation

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Outcome 2

Understand how clothing and accessories are chosen to suit different body shapes

You can: Portfolio reference

a. Describe the range of body shapes

b. State the factors which influence the style of clothing or accessories when considering body shapes

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Outcome 3

Understand styling principles used to style different customers and their needs

You can: Portfolio reference

a. Describe how colour, fabric, prints and silhouettes are used in styling different customers

b. Describe how the following influencing factors can affect customers’ needs and preferences: • lifestyle • budget • shopping habits • wardrobe planning • special occasions

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Unit content

This section provides guidance on the recommended knowledge and skills required to enable you to achieve each of the learning outcomes in this unit. Your tutor/assessor will ensure you have the opportunity to cover all of the unit content.

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Role of personal shopping: Provide a specialist shopping experience, source of fashion advice, fashion consultancy (based on customer budget, preferences, needs, size, body shape and figure, clothing and accessories), customer restyle.

How personal shopping can contribute to sales targets: Sales focus (encouraging purchasing through positive reinforcement, complimentary approach and encouragement), tailoring shopping experience to individual customer needs and budget, advising on additional purchases to complement clothing (e.g. accessories and footwear).

Outcome 1: Understand the role of personal shopping within fashion retail

How the personal shopping department works with other departments: Holistic shopping experience (e.g. hair and beauty products, perfume, make-up and nails, jewellery, accessories, shoes), integrate the services of the shop’s restaurant, tailoring and alterations departments and delivery services.

Range of body shapes: Apple, pear, strawberry, hourglass, rectangle, skittle, vase, cornet, lollipop, bell, goblet, cello, brick, height, weight, face shape, neck length.

Factors which influence the style of clothing or accessories when considering body shapes: Garment silhouettes, top and jacket lengths, skirt, dress, coat and trouser lengths, collar and neckline styles, shoulder seam styles, co-ordination of clothes, colour contrasts to give the best proportions, and those to avoid, fabric

Outcome 2: Understand how clothing and accessories are chosen to suit different body shapes

textures to choose and those to avoid, selecting and wearing patterns, sleeve lengths, shoe styles, underwear and swimwear styles, accessory sizes and accessorising style aims, support provided by garments, exposure of flesh, flattening properties, emphasis of particular body regions.

Outcome 3: Understand styling principles used to style different customers and their needs

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How colour is used in styling different customers: Express mood, emotion, environment and culture, create illusions about size (cooler, darker and duller colours – decrease attention or apparent size and give taller and slimmer appearance, warmer, lighter and brighter colours – increase attention and apparent size and give shorter and heavier appearance), colour schemes (including monochromatic, analogous, complementary and neutral), seasonal colours.

How fabric is used in styling different customers: Determine the look and feel, used to create different impressions, dull, clingy, smooth, crisp, shiny and soft textures, patterned.

How prints are used in styling different customers: Prints can have a large degree of influence, attract greater attention than solid colours, used to draw in the eye, some prints lengthen the body such as vertical stripes, make the shoulders appear wider, use of larger and smaller prints in relation to frame size.

How silhouettes are used in styling different customers: Provide support, shape and form, alter and complement body shape and proportion, promote self-esteem and confidence, maintain balance and symmetry.

How influencing factors can affect customers’ needs and preferences: Lifestyle (social interests, profession, business and disability), budget (value for money, buy for quality or quantity, long term benefits of investment), shopping

habits (e.g. impulse buying, sales shopping, replace old and worn items, seasonal, ad-hoc, regular and non-regular), wardrobe planning (planned weight loss, raise self-esteem and self-confidence, replace wardrobe items), special occasions (luxury items and designer labels), holistic pampering approach (e.g. hair and make-up, perfume, nails, spa, accessories, jewellery and footwear).

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Notes Use this area for making notes and drawing diagrams