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WORKBOOK V1

WELCOME AND CONGRATULATIONS


on your decision to invest in the Kelly Lundberg Style Academy 2.0

I am delighted that you have decided to just do it and embark on


the 7-Step Styling Formula, the winning interactive fashion system
and your pathway to the fashion world as a Stylist. I am privileged
that I can be part of your journey. Thank you.
For more than a decade, I have passionately shopped and styled clients. With over 15,000 shopping hours,
purchasing well over 5,000 pairs of shoes (not all my own), I have learned not only what it takes to make clients
look and feel great but also what is required to run a lucrative and profitable business. From building a brand,
to balancing the books, networking to negotiating deals and developing new revenue streams all of which has
been instrumental to my personal and professional growth, I want to be part of yours too. Personal Styling has
long been considered a hobby however my experiences and achievements demonstrate that it is very much a
business and one, which you can shape in any way you, choose.
In the 7-Step Styling Formula you will learn not only how to be a great Stylist but how to be an outstanding
business professional. From fine tuning your niche to creating a powerful marketing strategy, generating
additional revenue streams that can achieve you a business turnover in excess of $100,000 and having an
administrative system that will allow you to manage everything seamlessly. This is where you turn your dreams
into reality by your investment and commitment to the 7-Step Styling Formula.
For everyone who completes the course there is also the amazing opportunity to join the StyleMeDivine team
as a Style Associate* and instantly own your 'Styling Business In A Bag', wherever you are based in world,
details will follow as you progress throughout the 7 Steps.
I am truly excited to have this opportunity to share with you the very best of what I have learned. It has
produced extraordinary results for me and provided you just do it, dont delay and start today, it too can take
you on an engaging and rewarding adventure.
Divine Wishes

Kelly Lundberg

Copyright 2014 by Divine FZE. All Rights reserved


Under no circumstances may this material be reproduced, stored or transmitted in any other form without
prior written permission of the copyright owner of this manual.
*Terms and Conditions apply. Style Associates are selected after consideration and assessment that the meet
with company requirements.

NEED TO KNOW
Here at the Kelly Lundberg Style Academy 2.0, we understand that whilst you
have committed to learn all there is to know by following the 7-Step Styling
Formula you may well have time constraints. The 7-Step Styling Formula is
designed to be self-paced, your own professional goals and areas of interest
are the focus of your tasks, research and studies.
Each step will ensure that by the time you have completed the 7-Step Styling Formula you will possess the
tools and techniques to enable you to set up and launch your own business, confident in the knowledge that
you are able to provide competent and comprehensive styling for your chosen market.
AS A STUDENT YOU CAN EXPECT
There is no need for any formal qualification in order to study with the Kelly Lundberg Style Academy 2.0 all
we expect are a passion for styling, bags of enthusiasm and above all openness to experiential learning.
Throughout your studies you will be developing your own styling ideas, how you can turn these into an exciting
and rewarding career and discover how you can promote your skills to a vast and varied range of potential
clients.
There is no set timeline for completing your studies. As an average however we would expect you to take
around 25 hours of study time to complete, excluding watching the accompanying video content.
Videos will vary in length, you can stop and start at your own pace, revisiting as and when required. They are
designed to provide you with the high level understanding you will require in order to complete each part of
the 7-Step Styling Formula.
Your workbook is for your own personal reference to complete and retain, you can either print it out or refer
and update it online.
CONCLUDING YOUR STUDIES
As part of the course you all receive a complimentary Skype call with Kelly, use this opportunity to ask as many
questions as possible, make notes throughout your workbook on which topics you would like guidance on
growing your styling business.
JOIN THE INTERNATIONAL STYLEMEDIVINE TEAM
You can take your studies one step further. StyleMeDivine can offer you an exciting opportunity to join their
team of Style Associates** wherever you are based in the world. If you are interested in learning more about
the next steps, being assessed as a StyleMeDivine Style Associate and how this could be of direct benefit to you
in your region you can explore this further by contacting shop@stylemedivine.com.
Spread the word Life is too short to look just fine, everyday you should look Divine.

** It is the Directors sole decision based on assessment of study documents provided whether or not you can
become an international Style Associate with StyleMeDivine.com

Page 2

TABLE OF CONTENTS
Catwalk meets Commerce Workbook: The 7-Step Styling Formula
Step 1

Niche, Niche, Niche

1.1. Role & Responsibilities of A Personal Stylist

1.2 Defining Your Niche

1.3 Creating THE Story

10

1.4 Elevator Pitch

11

Step 2

Build A Business Not A Hobby

12

2.1 Determining A Business Name

13

2.2 The Business Plan

14

2.3 Creative Plan

15

2.4 Building Your Clients & Balancing The Books

17

Step 3

Becoming The Best!

18

3.1. Understanding Style & Image

19

3.2. The 4 Ps

20

3.3. The 5 C's - Style Personalities

21

3.4. The 6 Ss - Body Shapes

23

3.5. Creative Colour

30

3.6. Accessorizing

32

3.7. Mens Styling

34

3.8. Compliments

36

3.9. Evaluation Edit

39

3.10. Self Education

40

Step 4

Marketing and Launching Your Business

4.1. Launch Day & Prepping for the Press

43

4.2. Networking & Presenting at Events

45

4.3. Creating the Perfect Pitch

46

4.4. Social Media

47

Step 5

42

Doing What You Love and Getting Paid For It

5.1 Your Fee & Rate Card

50

5.2 Additional Revenue Streams

51

49

Page 3

Step 6

The Big Day Personal Presentation

6.1 Correspondence & What To Take?

53

6.2 Styling Service: Consultation

53

6.3 Styling Service: Personal Shopping & Styling

57

6.4 Styling Service: Wardrobe Editing

58

6.5 Styling Service: Additional Services

58

6.6 Follow Up & Style Goals

59

6.7 Additional services

59

Step 7

Lights, Camera, Action

52

60

7.1 Role & Responsibilities Of A Commercial Stylist

61

7.2 Business Success Tips Learn from the Experts

64

Action & Accountability

Business Growth Plan your step by step guide and check list

65

Templates & Swipe Files

Introductory email, client enquiry

70

Press Release

72

Client Style Goals (CSG)

74

A-Z Style Glossary

76

Care Instructions

87

Size Guidelines

88

Home Play

Further Development

Page 4

Step 1
Niche, Niche, Niche

IN THIS STEP
WE WILL COVER
Your Role as a Personal Stylist
Defining Your Niche
Creating Your Story
The Elevator Pitch

Page 5

1.1 YOUR ROLE AS A PERSONAL STYLIST


Watch Video 1.1

A personal stylist is one of the rare and varied roles that can offer individual
freedom, fun, excitement and a rewarding life long career with lucrative
financial gain. Where Catwalk Meets Commerce is your online Style Guide
Workbook designed providing you a framework and a step-by-step guide in
which to explore the different roles and business opportunities you can have as
a personal stylist in the world of fashion.
You will undoubtedly already have your own ideas about which area of the fashion industry you want to
develop your role as a personal stylist in. Remember every stylist was once a beginner and whilst no formal
qualifications are required to become a stylist a flair for fashion combined with enthusiasm, ambition and
commitment will give you a head start. This is however a competitive industry and will require you to
undertake some practical work experience in which to deepen your skills and expand your knowledge.
Many opportunities exist to work for organizations or work shadow established stylists for free, start exploring
your networks now, it may seem daunting to make an initial approach, it is however crucial as it will provide
you with valuable experience and wonderful connections.
Whether you seek to specialize in fashion styling, wardrobe styling or commercial styling, film and television
styling or one of the many styling roles there are many opportunities just waiting for aspiring stylists.
Explain briefly below, what you love doing, what are your key strengths and how will those skills
relate to your role as a Personal Stylist:

Page 6

WORK EXPERIENCE: below make a brief account of who you worked for and the duration
of that work experience. What do you consider have been your three greatest learnings?

Page 7

As a Personal Stylist you should be able to select and interpret clothing to enhance all body shapes and size,
adapt a look to suit all ages and personalities whilst working to suit an individuals lifestyle.

Recapping on what you have learnt so far, in your own words, an outstanding stylist will:

Be ________________________________________

Look at clothing and visualise how the _________________will fit the body.

Know how to shop for clothes and brands that will ____________________ and ____________________.

Identify style personality _________________ and __________________.

Look at current trends and translate them to clients ____________________________________.

Choose appropriate ____________________ for clients body shapes.

Inspire ____________________ into clients wardrobe.

Make shopping ____________________ and ____________________ for both of you.

The key to being the best

... A Stylist has to quickly establish the clients needs,


why do you think this is?

At StyleMeDivine.com...

...we always refer to clients and never customers,


why do you think this is?

Page 8

1.2 DEFINING YOUR NICHE WHAT CLIENTS DO


YOU WANT TO WORK WITH?
Watch Video 1.2

It is important to have an attractive offering that will make you stand out, you
need to be able to grasp your chosen audience's attention. Knowing the
segment market that you wish to operate in will be defined by what clients you
ultimately want to work with, it will help you to determine your NICHE. The
more clarity you have at the outset means that you will be able to make the
leap when you start to market your business.
Briefly outline in your words five advantages to establishing a NICHE:

My NICHE is...

Reasons for choosing ...

Page 9

1.3 CREATING YOUR STORY


Watch Video 1.3

You have taken time to consider what kind or personal styling you would like to
focus on, given careful consideration to the kind of clients you would like to
work with and why, its time to move forward to the next stage by creating
your unique story to share.
Why is it so vital to create and fine-tune your own unique story? Simply it captures the essence of what your
business represents. It will ensure your client connects with you AND more importantly REMEMBERS who you
are. What you capture in your story will be used as content that will become the foundation for your website
along with keynotes for marketing, press releases and social media.
Consider the following: What makes your story different? When did you know you wanted to be a
personal stylist? What are your personal/business achievements? What challenges, if any, have
you faced? Capture thoughts below, Include testimonials from friends/ family/pro bono clients
you may have already worked with.

Page 10

1.4 YOUR ELEVATOR PITCH


Watch Video 1.4
noun informal
noun: elevator pitch; plural noun: elevator pitches

An elevator pitch, elevator speech, or elevator statement is a short summary


used to quickly and simply define a person, profession, product, service,
organization or event and its value proposition.
The name "elevator pitch" reflects the idea that it should be possible to deliver a summary in the time span of
an elevator ride, or approximately thirty seconds to two minutes. The term itself comes from a scenario of an
accidental meeting with someone important in the elevator. If the conversation inside the elevator in those
few seconds is interesting and value adding, the conversation will continue after the elevator ride or end in
exchange of a business card or even a meeting scheduled for a later date.
Whilst your story will be unique, it is likely that you will need different pitches depending on your audience or
service(s) you wish promote. Whatever you choose to present it should be short, snappy and engaging; a
sample taster of what you offer. Let me share with you a sample of my most recent elevator pitch.
Kellys pitch; I own a professional personal shopping and styling agency called StyleMeDivine, based in the
Middle East offering styling advice to a wide client base, predominantly female and the occasional male client
(said with a smile and usually provokes curiosity). We also offer an interesting and exciting concept around
brand imaging and are incredibly passionate about our very successful corporate styling workshops
encouraging employees to connect with their companies vision and values, dress with purpose and if required
design grooming guidelines for organizations.

Complete below, taking time to consider a) Who am I? b) What do I offer? C) What outcome am I
looking to achieve?

Page 11

Step 2
Build a Business, Not a
Hobby

IN THIS STEP
WE WILL COVER
The Importance of a Name
Business Plan
The Creatives
Balancing the Books
Building a Database

Page 12

2.1 THE IMPORTANCE OF A NAME


Watch Video 2.1

How to be a Personal Stylist Ebook, highlights how important it is to carefully


consider your choice of name for your business. You may have already decided
what your business name will be. Dont be concerned if you are still undecided
as there are many tips you can learn as we explore further.
Complete below, brainstorm potential ideas for business names, consider keywords related to your
niche, easy to pronounce and catchy.

Page 13

NAMING CHECKLIST
Tick when complete

Is the your business domain name available? (useful sites: godaddy.com or oneandone.co.uk)
Check facebook.com - does anyone else have the name?
Check twitter.com does anyone else have the name?
Check instagram.com does anyone else have the name?
Check Youtube.com does anyone else have the name?
Check Pintrest.com does anyone else have the name?
Is it easy to pronounce over the phone - practice with a friend?
Ask family & friends their thoughts does it resonate with them, after all they may have some creative
ideas too?

My chosen business name is:

2.2 WRITING A BUSINESS PLAN


Watch Video 2.2

For those who have read my free EBook Five Entrepreneurial Steps To Starting
A Business you will have discovered that my business plan was first sketched
on the back of a paper napkin.
Your business plan doesnt need to be anything elaborate or word perfect, you do however need a starting
point. Like me your business plan will evolve over time and as you continue to expand your business ideas and
exposure to greater markets. The Internet is rich with all sorts of online business plans to get your started. They
are often free to use too! The key to the 7-Step Styling Formula is to keep it simple and easy.
On a separate piece of paper, create a set of thoughts that will eventually constitute your business
plan. These steps will keep you focussed through the crucial thinking required to begin to scope
your own business plan. It will quickly identify knowledge gaps or areas for further research. Think
in terms of the following:

Executive Summary
Company Summary
Products & Services
Market Analysis
Strategies & Implementation
Financial Plan

Page 14

2.3 THE CREATIVES: LOGO, WEBSITE DESIGN,


WEB CONTENT, CARDS, FLYERS
Watch Video 2.3

As a creative person, ideas can come to me at any time. To make sure that I am
always able to capture that moment I have a notebook to hand; I make notes
all the time. The most successful business people know their weaknesses as
well as their strengths, and are prepared to seek outside help where they need
it.
One of the challenges I faced was using technology creatively. I quickly realised that designing a logo and a
website was well outside my area of expertise. This is where we can utilise talent from other sectors.
Outsource! With a unique story and elevator pitch defined, my business plan scoped it meant that my ideas
were interpreted accurately and my message captured, clearly.
Whilst your website construction may be a few months away, you should still be thinking about the services
you wish to offer in your chosen niche market. An easy way to start this is to break down your web content into
four sections, this will help you to focus on what is important and what key elements you need to capture.
ABOUT ME
(Use your story for this)

SERVICES
(List the type of services you
want to offer, name each
package with a quirky
description)

BLOG
(Optional, it will
positively help with
Googles rating,
alternatively create
a Video Blog)

PRESS & PRAISE


(To build up your
credibility)
CONTACT

ADDITIONAL OPTIONS
Photo-shoots
Gift voucher
Corporate
Giving back/Charity angle
Supplier recommendations
As one of the immediate benefits available to you having enrolled on the 7-Step Styling Formula you can
access my talented website designer who is offering students a one time 15% discount applicable specifically
on the design and set up of your logo and website. If you are interested then email shop@stylemedivine.com
with WEB DESIGNER in subject box for an introduction.
There are of course many other freelancers that you can locate on: www.99designs.com, www.fiverr.com,
www.odesk.co and www.elance.com

Page 15

Write below ideas you already have, themes, colours, fonts and key words for websites you like the
look of.

Page 16

2.4 BUILDING YOUR CLIENTS & BALANCING THE


BOOKS
Watch video 2.4.

Avoid one of the biggest business mistakes by not keeping close to your
accounts. Know what is coming in and going out! Even in the early days, keep
all your receipts no matter how many clients you have a month. Dependent
upon the geographic regions you are operating in there may be strict
accounting measures and taxes to settle at a year-end. As an upside you never
know what may be considered tax-deductible and set against your business
start up costs.
Use an App to track accounts www.freshbooks.com or engage a freelance bookkeeper.

You will need to keep a client database; it is an effective marketing tool that will help you to grow your
business. Crucially it will save time, instead of searching through reams of emails and separate data everything
is at your fingertips in one location. You can effectively monitor and measure successful business outcomes.
Finding the right database system for you will depend on what you specifically wish to capture by way of client
information and how you wish to evaluate that data and for what purposes. You can choose from off the shelf
products or have one custom made. A simple database is often all you need to get your started.

Build your own client database, available from swipe files supplied.

Page 17

Step 3
Becoming the Best!

IN THIS STEP
WE WILL COVER
Style & Image
The 4 Ps
The 5 Cs
The 6 Ss
Creative Colouring
Accessorizing
Mens Styling
Trends
Self Education

Page 18

3.1 WHAT IS STYLE & IMAGE?


Watch Video 3.1

Style is your self-projection, which includes your personality, your clothes (how
you wear them) and how you wear your hair. Why is it so important to define
your personal style; simply it makes shopping and getting dressed every day
easier by having a wardrobe filled with clothes that reflect who you are and
that showcase the real you!
Image is the combination of appearance and behavior (attitude). The
perception of image is key to achieving success, both personal and
professional. The right style and image elevates self-confidence creating a great
and unique first impression.
Your Style and Image should project your most authentic self. Ultimately it sets you apart from everyone else
and makes you unique.
It makes you Divine!

Divine ingredients to Style


Its NOT what you have
Its HOW you put it together

Empty food cupboard syndrome; the emptier


it is the more you become creative!

Page 19

If you look good you feel great.


If you feel great you act more confidently and your performance improves.

3.2 THE 4 Ps
Watch Video 3.2

Passion

Practise

Persistence

Patience

Page 20

3.3 THE 5 Cs
Watch Video 3.3

In order to genuinely be able to assist your clients quickly and effectively it is


imperative that you understand their needs. Identifying a clients needs
promptly will improve the quality of their experience by being able to interpret
their style needs and make the appropriate styling suggestions. Having already
completed Step 2 you will now understand that everyones style (including our
own) is completely unique. With experience, you will however, begin to
recognise that there are individuals who carry a blended style.
The 5 Cs Style Personalities will enable you to easily identify which of the 5 Cs is your clients dominant
style and enable you to make the appropriate styles choices with confidence.

Classic

Casual

Creative

(Fashion)
Conscious

Care free

Page 21

CLASSIC

Whatever activity a classic undertakes, shopping, lunch or dinner they will always
look smart.
Their style is neat, more often formal, casual clothes tending towards tailored look. A classic will
prefer to purchase high quality and timeless clothing and accessories that will be timeless. Firm
classic favorites are fabrics that return shape, natural fabrics like wool, cotton and silk. Style icons
Angelina Jolie, Kate Winslet, or Gwyneth Paltrow are great examples of a classic look.

CASUAL

Shopping is not considered a priority; the casual client is unlikely to take the effort to
dress up, no matter where they are going. In many respects they are the opposite of
a classic.
They like relaxed, natural, easy going and non-fussy styles. Accessories (including jewellery) and make
up will be limited, if any. Beware, some casually dressed clients will be dressing for their mood, it's up
to you to ask as many questions in order to determine what they are actually looking for.

CREATIVE

Fashion rules dont apply, a creative has fun with clothing and loves to experiment
pulling off different looks with consummate ease.
Their appearance is unique and dramatic; they can carry interesting patterns and colour, almost any
colour! Mix and match high street and designer co-ordinates will come easily to them as well as a
mix of costume and ethnic pieces of jewellery. Olivia Palermo us a great example of effortless
mixing of textures, colours and trends whilst Lady GAGA would be at the extreme end of creative.

CAREFREE ROMANTIC

Totally Girlie! Flirty and feminine styling that can mix and match the unexpected;
you can often see a boho chic inspired look.
Attracted to pastels and soft fabrics such as chiffon and silk, carefree romantics will look for flowing
skirts and ruffles whist avoiding anything severe or starched. Their appearance will be natural and
softly radiant.

(FASHION) CONSCIOUS

Easily and quickly identified, the fashion conscious will be wearing whatever is
currently in fashion regardless of whether it suits their body shape.
Predominantly individuals will be under the age of 35, often require little assistance, as they believe
they know exactly what they are looking for but perhaps short on time, often the very reason why
they might be hiring you. Rita Ora and Rihanna are great examples, although there are many more
that could be added to the style list.

Design your own mood board for each type of client.

Page 22

3.4 THE 6 Ss
Watch Video 3.4

Identifying style personalities is just the first part of analysing a client. You
should also recognise the difference in body shapes of which there are many
adaptations. There are a multitude of stylists views, articles, books describing
body shapes; too many by far. It has been my experience to keep it simple for
you and for your client.
Consider Ms Average as your core body shape, the 6 Ss are the adapted body shapes and those that you
should endeavour to become familiar with and able to identify and interpret succinctly. When styling it
remains fundamental to remember that you choose the clothing most suited to that body shape and not what
you like.

Page 23

APPLE
Average Chest

Big Tummy

Flat Bottom

Shapely Legs

Describe below five items that would flatter an APPLE body shape.

Describe below five items you should avoid when styling an APPLE body shape.

Page 24

PEAR
Small Chest

Long Waist

Flattish Tummy

Large Hips/ Thighs

Describe below five items that would flatter a PEAR body shape.

Describe below five items you should avoid when styling a PEAR body shape.

Page 25

CONE
Broad Shoulders
Boyish athletic frame

Small Chest

No Waist

Slim Hips

Slim Legs

Describe below five items that would flatter a CONE body shape.

Describe below five items you should avoid when styling a CONE body shape.

Page 26

BRICK
Rectangle
No Shape

No Waist

Average Tummy

Chunky Legs

Broad Shoulders

Describe below five items that would flatter a BRICK body shape.

Describe below five items you should avoid when styling a BRICK body shape.

Page 27

HOUR GLASS
Big Chest

Small / Short Waist

Curvy

Generous Hips

Describe below five items that would flatter an HOUR GLASS body shape.

Describe below five items you should avoid when styling an HOUR GLASS body shape.

Page 28

COLUMN
Shoulders same width as hips

Slight Waist

Long Legs

Describe below five items that would flatter a COLUMN body shape.

Describe below five items you should avoid when dressing a COLUMN body shape.

Page 29

Define below - WHAT is your Style and HOW would you describe your Personality Type?
MY STYLE IS _____________________________ MY PERSONALITY TYPE IS _____________________________

3.5 CREATIVE COLOURING


Watch Video 3.5

Style is independent from a persons seasonal colouring. The idea of colour is


very scientific, can be complicated and is an intense area of learning. As a
stylist mastering the key colours to suit your clients will require you to
understand the basics and how the combination of colour palates are an
important element in pairing colour with the right skin tone which contributes
to a stylish and very often a more youthful appearance.
Each and everyone has a basic skin color. You will find that many stylists and courses will frequently refer to
colors being similar to that of the four seasons, spring, summer, autumn and winter. In simple terms color can
be:

Perceived as cool, warm or neutral.

Described as light, medium-light, medium, medium-dark, dark, clear or muted

Although skin color will vary, skin tone is determined from birth and does not change through age. In simple
terms three pigments provide colour skin tones.

Melanin = brown tones

Carotene = yellow tones

Haemoglobin = pink and red hues

Page 30

Cool Skin Tones


These skin tones will have blue/pink undertones. Individuals with this skin tone will look great in pastels. Dark
colours will however be to strong set against this skin tone and will highlight any dark circles on the skin.

Warm Skin Tones


These skin tones will either have a yellow/gold or bronze undertone. Warm skin tones generally dont look
great in black when worn close to the face. Generally you will find warm skin tones can have very dark skin or
red hair, have lots of freckles and do not tan particularly well.

Darker Skin Tones


Darker skinned women with African, West Indian, Asian and Latin tones are often able to wear deeper shades.
Whilst they dont necessarily fall into a winter season, they look great in warmer shades that act as a contrast
to the skin tone.

Page 31

To get a better understanding take time to visit stores choosing items and identifying warm and
cool colours take pictures and create a mood board for both.

What to do when its so not your colour


Experience has taught me that there is an infinite variety of each unique persons coloring. A client who cannot
be convinced that a particular color is right for them when they clearly associate it with less than pleasant
memories or times e.g. their school or work place uniform can be challenging. Colors that can require some
creative convincing to wear are grey and brown. Here are some innovative ideas to challenge your clients
thinking.

Neck line - avoid wearing colour too close to the face, look for V, scoop or crew neck styles.

Make up - the correct colour of make up can make an enormous difference, suggest a stop at a beauty
counter to learn more.

Blend in introduce scarves or in mens circumstances ties with colours that suit and compliment.

Invest - add in the right colour of accessories from fun coloured stones to statement gold (for warmer skin
tones) and silver (cooler tones) necklaces that reflect on to the face.

Strategic placement dress bottom half of the body. Black trousers are a great example of this.

When your client is adamant that it is so not my color below, in your own words provide three
practical ways in which you would use to convince them otherwise.

3.6 ACCESSORIZING
Watch Video 3.6

Complimenting your clients look with accessories is one of the most important
aspects to styling. It is often overlooked dont make that mistake as it can
add the perfect finish to any given look. Abundant accessories mean we are
spoilt for choice, choose only one or two standout pieces to accentuate a look.
Over accessorizing will compete and detract from the effect youre trying to
create.

Page 32

Make notes below to help you to build up your style inventory, according to type of accessory, to
suit each client type (5C/6S) and the great places where you can source them. Remember you
will need a range to suit budget.

Necklaces

Bracelets

Cocktail Rings

Earrings

Watch

Sunglasses

Bags

Page 33

3.7 STYLING FOR MEN


Watch Video 3.7

Styling for men has to be one of the easiest things to do general response is if
they like it they will buy it in four different colours. Men, will more often than
not make little or no effort to try before they buy. Our aim as personal stylists
is to provide options, vary thought process and shopping preferences.
Whilst men are slowly becoming more style savvy, similarly to women, they also express themselves through
style personalities. They are more likely to have a simplistic interpretation and way of expressing their
personality and seek to be comfortable with how they dress whether they are at work, at home or socialising.
For example, a lawyer who has a strict dress code in the work environment will be classic dresser, but at the
weekend they could switch to casual (sporty). As a stylist you need to understand how to successfully mix and
match key pieces for a variety of stylish looks.

For your male clients, consider below what would enhance mens styling for the following shapes.

SHORT MEN

VERY SLIM MEN

Page 34

BULKY FRAMES | BIGGER TUMMIES

ACCESSORIES

What every man should have inside his wardrobe


Work Wear
X 3 Suits (colour can depend on work environment, generally black, grey, navy blue)
X7 work shirts minimum
X1 separate trousers that can be worn alone on more casual days
X1 casual trousers (chino style if dress down day)
X2 casual shirts for dress down day
X1 blazer casual that can mix and match
Wedding/Events
Black Tuxedo or Formal Suit

Page 35

Casual
X2 Jeans Dark & Light
X2/3 casual shirts
X2/3 smart shirts for dinner/weekend
X2/3 smart t-shirts
X1 smart pair of shorts (depends on climate)
Shoes
Black and Brown for work
Loafer for chino/jeans
Trainers (not gym ones)
Flip Flops for pool/beach
Boots

Interesting Fact - Why do men never button the bottom button of your suit, sports
jacket, vest, and cardigan sweater?
King Edward VII, Bertie, son of Victoria (1841 1910, King 1901 - 1910) was so
heavy that he could not get the bottom button fastened on his vest or to be more
historically kind, maybe he just forgot. His subjects taking it as a fashion statement
followed his lead and today most mens suits, sports jackets or vests are not
designed to button the bottom button. The tradition of not buttoning the bottom
button may have also come from the early waistcoats, which were very long. It may
have been out of necessity of being able to walk that the bottom

Page 36

3.8 COMPLIMENTS - SINCERE ONES!


Watch Video 3.8

Giving your client a sincere compliment can play a huge part in creating a
positive impact and increasing their confidence and building trust in you. It is
true to say, NEVER over compliment as this can have the opposite affect, it will
by contrast create a negative impact; they will never believe you and it can
come across as fake and patronising!
The key here is QUALITY not QUANTITY.
What to watch out for:

Dont include a put down on yourself or an unintentional put down of them.


Confident people may not notice comments, but those with self-doubt within those who self-esteem is low
will definitely generate a reaction.
Be specific and direct general comments are not as helpful and can be brushed off easily!

a) THAT IS A
NICE NECKLACE

b) I LOVE YOUR NECKLACE, THE


COLOUR REALLY HIGHLIGHTS
YOUR EYE COLOUR

Which one do you think creates a bigger impact?


(A) or (B)

Page 37

Being style/colour specific, making a direct I statement, think of EIGHT additional compliments
you could say to you clients related to style, suitability, colour. Consider carefully how you would
frame each compliment.

Page 38

3.9 EVALUATION EDIT


Watch Video 3.9

It is important that you are quick, subtle and precise when evaluating how
someone looks for the first time and how you can improve on their overall
style. We have already explored that it takes the 4Ps to make it in the fabulous
world of fashion styling and that practice is the key to getting better.
Its your turn now. Find a coffee shop or mall with a comfortable place to sit and observe. Observe
people walking by. Make a list of the key questions that you would ask if that person was your
client today and ways in which you would address their style to better effect.

Page 39

3.10 SELF EDUCATION


Watch Video 3.10

Investment in self-education is a critical component for long-term success. The


fashion industry is competitive, challenging and constantly changing. It means
there is a continual need to improve and upgrade our skills in order to maintain
a competitive edge.
There is a wealth of knowledge that you can tap into, from reading fashion magazines, books, studying style
guides, listening to podcasts and webinars, attending seminars, enrolling in business courses either virtual or
physical. The power of self-education means that you never know what nuggets you unearth could transform
the way you do things.
Network with likeminded, energetic, goal orientated people. There is no room for pessimism, no matter what
challenges are thrown at you see them as challenges to overcome. Have a positive mental attitude; what you
put out you will get back tenfold.
Take time to understand different markets, regardless of where you are shopping and styling, whether its
designer, fresh from the High Street or from a boutiques in a Mall, know your brands. Become comfortable
with designers and labels; make sure you can pronounce names correctly. Experience unfamiliar designer
brands and styles; try on paying special attention to cut, how it feels and how and the fabric falls. Know your
sizes, where the best shops are for shoes that fit, all feet. Whilst you may not be able to afford some of the
ranges you clothes and shoes just yet, that doesnt mean you shouldnt be limiting your clients choices. As
aspiring stylists your clients want to learn from you too.
I am constantly acquiring new skills - I never stop learning!

Build up your own style notes below and reference guides

Designer Shoes; can make a women feel amazing. Convincing your client why it might be
worth breaking the bank for one special occasion means you must understand that value.
Pick three top shoe designers, evaluate their shoes, describe below your thoughts on
comfort and fit.

Page 40

Jeans; with so much variety perhaps one of the most challenging womens fit. Get your
friends to join you, try on as many pairs and styles as you can. From your sample
selection, choose five and explain which ones had the perfect fit and comfort and why?

Event Outfit: going to a wedding, race day, date night or a birthday treat, list three
places, boutique, high street or designer where you could source an outfit for a special
occasion.

High Street Staples; no wardrobe is complete with out the staples, basic Ts and on-trend
pieces. List five stores that you have visited, what staples you tried on, how was the
comfort, fit and what style personality would they look best on.

Men's styling; key places to shop and styles to look for. Suggest five stores/designers you
feel would be the go to place when styling a male client.

Page 41

Step 4
Marketing and
Launching your Business

IN THIS STEP
WE WILL COVER
Launch Day & Prepping for the Press
Networking & Presenting at Events
Creating the Perfect Pitch
Social Media

Page 42

4.1 LAUNCH DAY & PREPPING FOR YOUR PRESS


RELEASE
Watch Video 4.1

Ready to launch are you fully prepared? You have invested in the 7-Step Styling
Formula, its time now to make good your practical experiences, follow your
dreams and make your business a reality. Remember perfection is work in
progress, however the fundamental building blocks should already be firmly in
place.
Have you press release ready for distribution, it needs to convey vital information about you and your services
that you want to share more widely with your chosen audience; magazine editors, bloggers, shops/boutiques
etc. It should be capture their attention, so make sure that your headline and the first paragraph are an
attractive and enticing proposition.
Use the basis of your unique story Styling Step 1, video 1.5 to create your press release, tailor (if necessary) so
that it is fit for purpose, focus and fill out on any gaps. Make sure that you include complete contact
information on the bottom of your press release including your name, phone number, e-mail address, physical
address and website URL. For a sample you can access your swipe files.
Revisit your business plan, Step 2 video 2.2. Have you covered everything that you set out to achieve?

1) Have you given your designer, printer or any other supplier


your deadline this should be at least one week ahead of your
actual business launch (it allows for any last minute hiccups
yours or theirs!!).
2) Have you had professional press pictures taken?

Page 43

Create your own contacts list to be used to introduce yourself and your services and for those who
you wish to send your press release to.

CONTACTS:
AFFLIATES - names/email addresses
(salons, boutiques, personal trainers,
life coaches, ladies groups)

PRESS TO CONTACT names/email


addresses (magazines, newspapers,
television, radio shows)

Follow up with a phone call. Ask if the recipient(s) have received


your press release and offer assistance or further information as
needed.

Page 44

4.2 NETWORKING & PRESENTING AT EVENTS


Watch Video 4.2

Networking, attending events, just being out there is one of the most
powerful marketing tactics to accelerate your success. Making connections,
building up mutually beneficial relationships is critical, people after all do
business with those they like and trust.
Presenting/speaking at events is an excellent opportunity to showcase your service(s) to a new audience and
potential clients. The secret to an effective presentation is ensure you have something to sell, offering your
services by handing out a flyer just isnt enough. Bear in mind however, that more often than not in order to
build up your credibility in this sector you will be asked to speak for free, but that soon changes!
Follow the template below to maximize this opportunity and make sure you collect everyones name at the
event for your database, by offering a free book or consultation. Home parties are also an alternative service
you can offer to your clients.
Make a list of all the local networking groups in your area, you will find BNI (Business Network
International) chapters in every city in the world, speed networking events, womens business
groups, that could prove useful to you as you build up your profile.

Date of next networking event pick one and attend!

Ask, Ask, Ask...


Never be afraid to ask a current client if they know of someone else who would benefit
from your styling service, generally people dont think, but when ask they can be very
helpful indeed.

Page 45

4.3 CREATING THE PERFECT PITCH


Watch Video 4.3

Creating the perfect pitch means that we need to find a creative way to
influence others to adopt an idea. Pitching can be one of the most nervewracking parts of the idea process; it doesnt need to be so difficult.
A couple of years ago I attended a speaking workshop and learnt an incredibly effective format for my style
presentations when I had the opportunity to sell a package at the end.
Based on the principles in video 4.3. be prepared for the opportunity to speak at any time. When
practices, I can guarantee that speaking at any event can become a profitable revenue stream for
you. Follow this method to create your perfect pitch.

Step 1: Build A Connection


Ask your audience just three questions. Open questions that will require your audience to interact with you.
Your goal is - to get them to say YES!
1.
2.
3.

Step 2: Your Stage Presence


2.1. Produce a credible statement

Your Name
A Short outline of your background (you already have your story)
How many people have you helped
How long have you been doing what you have been doing?
One success story/testimonial
A book (if you have one)

2.2 Define your content

How long will the presentation be? 60/90 minutes?


What will you be teaching them? 3 keys to successful wardrobe planning
The result they can expect looking stylish every day with minimal effort
The benefit of the result feeling good every day filled with compliments
Get their confirmation are they ready for that? - YES

Page 46

2.3 Articulate your style

Tell them how youre going to be


Why you present that way and whats in it for them
Ask permission to be that way

2.4. Your SALE

So if its ok over the next 90 minutes I will tell you exactly how to create these sorts of stylish results and
give you the opportunity to take notes to do the same in your own wardrobe

3. Engage With Content

What you talk about accounts for 65%-70% of your presentation

4. Build A Need

Away from a problem they may be facing TOWARDS a solution now and how

5. Reveal Your Package


6. Make A No Brainer Offer
7. INVITE ACTION the key

4.4. SOCIAL MEDIA


Watch Video 4.4

Social media is an incredible advertising tool and allows you to instantly


communicate with your clients - sharing thoughts, your style, pictures and
special offers. Two key words to think about in order to really get to grips with
social media is CONSISTENT and interesting CONTENT.
Now I am no social media expert, but I have got to grips with the basics and so you can you. There are also
experts out there that can help you. Nowadays having just a website is insufficient and every business needs to
have an online presence. Whether thats Facebook, Twitter, Blogging, YouTube and countless others by the
time this course is released you need to keep on top of it.

Create a Name, Username & Password for the most popular social platforms below:

Page 47

Facebook

Twitter

Instagram

YouTube

LinkedIn

Pinterest

I can highly recommend Amy Porterfield who has a really affordable online course that will
help you with how to get the most from your Facebook page.
www.amyporterfield.com

Page 48

Step 5
Doing What You Love

IN THIS STEP
WE WILL COVER
Your Fee & Rate Card
Additional Revenue Streams

Page 49

5.1 DECIDING YOUR FEES & RATE CARD


Watch Video 5.1

There are a number of ways to charge for your services. There is no right or
wrong, it is what works for you and your Niche market. You can choose:

An hourly rate most common


A daily or half-day rate my preferred method that I use, it makes better use of my time and that of my
current target market busy professional women.
A percentage - my least favourite, as it puts you and the client under pressure. Where to shop and what to
buy can become a profit-influenced decision versus what is best for the client.

What you charge will also depend on location. Stylists working in big cities can charge a lot more than those
based in less urban areas. Being able to adapt to different locations and individual requirements is a useful skill.
Make notes on a piece of paper; research to find out how much other stylists are charging in your
area. Decide on your fees and rates so that you are ready to incorporate in your Rate Card.

CREATE A RATE CARD


It always helps to have this at hand and ready to send to a client. Your fees should always be included in the
clients initial enquiry. A rate card looks professional and allows you to include any other additional information
such as travelling costs. Most importantly is can clearly set out the terms and conditions for the engagement of
services and payment (and late payment charges) and avoids confusion at a later date.

Create your own rate card. Refer to the example in templates and swipe file section.

SETTING UP A BANK ACCOUNT


I strongly suggest you keep two distinct bank accounts, business and personal. The business account will be
your primary focus, as you will initially need to build up your cash flow. When youre in a more established
position decide on what you want pay yourself as your monthly salary and then set up a direct debit into your
personal bank account. One of the best pieces of business advice that I was given was to pay myself first.
Make an appointment today with your bank to set up a business account, or an additional personal
account.

Page 50

COLLECTING PAYMENT
You are likely to find that the majority of clients will pay you cash at the end of the styling session. However
you do need to be prepared if someone does not work in a cash environment. Speak to your bank about
options. As you have already outlined your terms and conditions your billing process should be seamless and
your cash flow easy to track.
Using Freshbooks, the accountancy software, create your own account today and start tracking
your expenses. It is a fantastic business tool, it has the option of creating invoices, which sends,
updates. It even tells you when your clients have read the invoice. For those clients who prefer not
to pay in cash, you can link the payment terms to PayPal or include business-banking details to
facilitate payment.

http://www.freshbooks.com/
for more information. To get one month free, click on
https://stylemedivine.freshbooks.com/refer/www

5.2 ADDITIONAL REVENUE STREAMS


Soon enough you will be looking at more ways to increase your income. You can do by having your own
collection of accessories, bags and underwear solutions not only will it increase your revenue, it goes above
and beyond an ordinary service. It makes what you offer to your client an exceptional service.
If you are shopping on quality rather than quantity. You should make it your priority to ask the staff in the
stores as well as the marketing department who makes decisions regarding a commission structure.
Make notes below stores, designers, suppliers that you could contact to use their products and
establish a commission fee for everything your sell. For instance, did you know, all of our
StyleMeDivine Style Associates receive a 25% discount on Divine products.*

* With the exception of our Giving Back in Style bangle

Page 51

Step 6
The Big Day

IN THIS STEP
WE WILL COVER
Correspondence & What To Take?
Styling Service: Consultation
Styling Service: Personal Shopping & Styling
Styling Service: Wardrobe Editing
Follow Up & Style Goals
Additional services

Page 52

6.1 CORRESPONDENCE: ENQUIRY, BOOKING,


SERVICES
Watch Video 6.1

Being prepared and replying promptly to a clients enquiry is crucial in business.


It pays to have an immediate response to an enquiry prepared, which you can
personalise depending on each type of approach. Make sure that you include
your prices at this point. See an example in Templates and Swipe files supplied.

Create your own email template in response to a client enquiry and save it as a template folder on
your laptop/pc.

PREPPING AHEAD

Research client online

Always reconfirm with your client 24 hours


before appointment

Plan your outfit the night before

Print out paperwork, fill out personal details

Make sure you know the location and time to


taken to get there

Once you have followed up with


your enquiry make sure to add
their name to you database list
created, see Step 2

Check your styling kit/bag

6.2 STYLING SERVICE: CONSULTATION


Watch Video 6.2

It is important to make your client feel at ease as quickly as possible when you
arrange the initial consultation. You must build rapport and establish an
effective environment where the client feels comfortable and relaxed.
There is one KEY skill that you must hone carefully for ultimate success;
BUILDING RAPPORT

Page 53

RAPPORT

n. A feeling of
harmonious
connection between
people. Its a
relationship of mutual
trust and respect.

Remember: it can be built up quickly and


destroyed just as easily through the use of;

Verbal Language

Facial Expressions

Tone of Voice

Eye Contact

Good or Bad Listening Skills

Describe below 3 ways on how you can build rapport with your client.

Page 54

CLIENT QUESTIONAIRE FORM (CQF)


In our EBook How To Be A Personal Stylist we already cover what to include
in your styling kit and what to wear. What is important is to make your client
feel at ease as quickly as possible and try to note down as much information as
possible.
The CQF below is a great guide for you to get the best out of your client.
Name
Email

Mobile

Age

Birthday

Marital Status

Children & if yes, ages

Measurements

Height

Weight

Usual Dress Size

Shoe Size

Body Shape

How did you hear about {company name}


In your own words, what do you feel you would like to gain from your Personal Styling Session?

Q Can you briefly describe a typical week in your life? (Including work commitments, social life, activities)

Q How do you currently rate the clothes in your wardrobe?


1

10

(10 being awesome to 1 being dreadful)

Q Do you enjoy shopping, beauty products or keeping in touch with fashion trends?

Page 55

Q Wardrobe Style and Personal Style Which words would you like to see more of in your wardrobe and
style?

Sophisticated
Romantic
Tailored
Conservative
Elegant
Casual
Severe
Detailed accessories

Neutral
Individualistic
Classic with flair
Dramatic
Boho Chic
Fashionable
Comfortable
Stylish

Unusual
Careless
Feminine
Carefree
Matching coordinated
Colourful

Q What roadblocks do you encounter shopping?

Take forever to find an outfit


Dont know where to shop
Dont know my size

Shopping scares me
Trends, shapes and sizes overwhelm me

Q Shopping Style Which phrase describes you most accurately?

Look at the price tag first


Like to know content of fabric
Colours influence purchase

Dress to fit with friends


Ease of buying something

Q Jewellery Which phrase describes you most accurately?

Dont have much


Love costume accessories

Keep it real
Dont know how to wear jewellery accessories

Q Name two colours that dominate wardrobe?


Q Name your favourite shops/stores?
Q Do you have a particular budget in mind?
Q Are there any big events coming up you need an outfit for?
Q How much do you really have the desire to make the changes on a scale of 1-10?
1

10

(10 being cant wait to 1 not too bothered)

Stylist Notes;

Page 56

6.3 STYLING SERVICE: PERSONAL SHOPPING &


STYLING
Watch Video 6.3

You will have or by now should have already met with your client either at their
home, over Skype or if they are only shopping at an appropriate meeting place
within the Mall/Town Centre/Department Store to work through the CQF in
order for you to understand their specific needs and get to know your clients
likes and dislikes.

How to conduct a seamless shopping experience;

Lets Practice!
Book a client friend/family member in for their first session

Page 57

6.4 STYLING SERVICE: WARDROBE EDIT


Watch Video 6.4

A wardrobe editing experience will start the same way as your consultation
getting to know and understanding your clients needs and expectations. When
your client feels at ease, head to the wardrobe/s and begin the edit.
Conducting the ideal wardrobe edit;

Lets Practice!
Book a client friend/family member in for their first session.

6.5 STYLING SERVICE: ADDITIONAL SERVICES


Watch Video 6.5

There are a number of additional services you can offer to your client
depending on your niche. Make a list below of other services you can offer,
refer to your original business plan you have already written or other ideas
researched online from other personal stylist that may be operating in different
markets.

Page 58

What additional styling services can you offer;

6.6 FOLLOW UP & STYLE GOALS


Watch Video 6.6

During your client session you must take as many notes as possible. The
evaluation process means that you can review a list of actions and follow up
what either your client or you as the stylist has committed to do.
It is becomes a credible Action Plan and acts as the crucial guide to agreeing Style Goals. Style Goals can either
be sent following the initial consultation but before the shopping session, frequently is will include a list of
what items need to be purchased as part of the style transformation. See Template and Swipe File section for a
sample Style Goal Form (SGF).

6.7 ADDITIONAL SERVICES: WORKSHOPS


Watch Video 6.7

Workshops have been become incredibly popular; they can prove to be an


excellent forum in which to offer your services to a larger audience.
You may enjoy public speaking; you might find that the corporate world is an attractive proposition for
showcasing your talents and services. You can opt to offer special packages to all those attending, a fantastic
way to maximise your impact and increase your revenue.
If you are considering this type of additional services it is a good thing to start to build up a list of companies
that you could approach to introduce this concept.

Page 59

Step 7
Lights, Camera, Action

IN THIS STEP
WE WILL COVER
Your Role as a Commercial Stylist
Successful Business Tips Learn from the Expert

Page 60

7.1 YOUR ROLE: AS A COMMERICAL STYLIST


Watch Video 7.1

A stylist can mean many things to many people. It has been said that they all
have the same goal to make something look beautiful. In my experience, not
every fashion stylist who works on a shoot can (or wants) to work one-on-one
with a client and vice versa.
A personal stylist working one-on-one with clients requires a completely different skillset. Whilst the ability to
identify different body shapes, find common ground with different personalities, empathize with body hang
ups and building confidence are just a few of the demands regularly made of a personal stylist when styling for
either editorial or commercial shoots, a commercial stylist needs (and must be able) to think outside the box.
This creative position means the stylist will usually collaborate with the client, photographer, art director, make
up artist to come up with the visual concept, its their role to make the people, clothing and accessories look
their very best in every shoot. All of this is possible if you apply and stick consistently to principles of the 4Ps,
in Styling Step 3, video Ref 3.2. To forge a career in this market segment you may have to offer your services
free first in order to build up your portfolio.

Make a list below of potential industry contacts that you can approach to offer your styling services
in order to build up your portfolio:

Page 61

CREATING CONTACTS
Photographers names/email address

Agencies names/email address


(Advertising and model agencies)

Page 62

THE COMMERICAL STYLISTS KIT - ON THE GO


Building your styling kit takes time, but
there are fundamentals basics that you
should have. I have always found keeping
a small suitcase ready with everything
listed below, plus other items from your
own wardrobe or items you have acquired
from previous shoots will come in handy.
Where ever you live in the world there
are great stores to source contents for
your styling kit. In addition the Internet is
a powerful tool and many suppliers can
deliver internationally and within 24
hours
Have fun exploring, get to know who to
go to and where for those must haves
such as bra convertors, lint brushes and
see through pouches, small hair accessory
pack including ribbons, bobbles, clips and
hair bands etc.

Items to have

Sharp pair of scissors (with your name on it)

Sewing kit

Underwear (its amazing how many models come to a


shoot with only one bra)

Boob Tape

Shape wear

Masking tape (for protecting the soles on shoes that you


need to return)

Fishing Wire (comes in really handy for shoes that have


ankle straps that wont sit perfectly)

Bull dog clip and safety pins

Shower cap to protect hair if model in curlers

Scarf for protecting clothes from makeup stains

Socks (male models always need these)

Tights

An iron

A steamer

Clothing rail (I always keep one in the car)

Shoe polish and a shoe shiner

Insoles and plasters

Baby wipes

Shoehorn

Shoes

Sunglasses/glasses

Page 63

7.2 SUCCESSFUL BUSINESS TIPS - LEARN FROM


THE EXPERTS
Video 7.2

Learn from the EXPERTS. Enjoy hearing the experiences of leading stylists who
have a commercial and editorial niche.
What are your key takeaways?

What are your key takeaways?

Page 64

BUSINESS GROWTH ACTION PLAN


Action

Activity Details

Resources

View Introduction Video

Video

Styling Step 1 NICHE, NICHE, NICHE


Role of a Personal Stylist & Responsibilities

Video 1.1
Make notes
Practical Work Experience

Styling Step 1 NICHE, NICHE, NICHE


Defining Your Niche

Video 1.2
Make notes

Styling Step 1 NICHE, NICHE ,NICHE


Create Your Story

Video 1.3
Make notes

Styling Step 1 NICHE, NICHE ,NICHE


Create Your Elevator Pitch

Video 1.4
Make notes

Styling Step 2 Build a Business NOT a Hobby


Create your business name

Video 2.1
Checklist Research
Make notes

Styling Step 2 Build a Business NOT a Hobby


Write Your Business Plan

Video 2.2
Make notes

Styling Step 2 Build a Business NOT a Hobby


Design The Creatives

Video 2.3,
Research
Design your creatives

10

Styling Step 2 Build a Business NOT a Hobby


Balance The Books & Build Your Database

Video 2.4,
Make notes

11

Styling Step 3 - Becoming The Best


What is Style & Image

Video 3.1
Make notes

12

Styling Step 3 - Becoming The Best


The 4Ps

Video 3.2,

Date Completed

Page 65

Action

Activity Details

Resources

13

Styling Step 3 - Becoming The Best


The 5Cs

Video 3.3
Create mood boards
Make notes

14

Styling Step 3 - Becoming The Best


Identifying Body shapes

Video 3.4
Research
Make notes

15

Styling Step 3 - Becoming The Best


Creative Colouring

Video 3.5
Create mood boards

16

Styling Step 3 - Becoming The Best


Accessory Styling

Video 3.6
Research
Make notes

17

Styling Step 3 - Becoming The Best


Mens Styling

Video 3.7
Make notes
PRACTISE

18

Styling Step 3 - Becoming The Best


Compliments

Video 3.8
Complete task

19

Styling Step 3 - Becoming The Best


Evaluation Edit

Video 3.9
Practical

20

Styling Step 3 - Becoming The Best


Self Education

Video 3.10
Practical

21

Styling Step 4 - Launching & Marketing


Launch Date & Prepping for the Press

Video 4.1
Make notes

22

Styling Step 4 - Launching & Marketing


Professional Pictures

Book an appointment

23

Styling Step 4 - Launching & Marketing


Create A Rate Card

Research

Date Completed

Page 66

Action

Activity Details

Resources

24

Styling Step 4 - Launching & Marketing


Networking & Speaking at Events

Video 4.2
Make notes
Prepare a speech

25

Styling Step 4 - Launching & Marketing


Create The Perfect Pitch

Video 4.3
Write & prepare a speech

26

Styling Step 4 Launching & Marketing


Social Media Set Up

Video 4.4
Practical: Create platforms
Make notes

27

Styling Step 5 Doing what you LOVE


Decide Your Fee

Video 5.1
Research
Make notes

28

Styling Step 5 Doing what you LOVE


Create A Rate Card

Video 5.1

29

Styling Step 5 Doing what you LOVE


Set Up Bank Account

30

Styling Step 5 Doing what you LOVE


Set Up Freshbooks Account or Similar
Software

Practical
Send first test invoice

31

Styling Step 5 - Doing what you LOVE


Additional Revenue Streams

Video 5.2
Make notes

32

Styling Step 6 - The Big Day


Correspondence & Being Prepared Styling

Video 6.1
Create template email

33

Styling Step 6 The Big Day


Service The Consultation

Video 6.2
Make notes
Practical

34

Styling Step 6 The Big Day


Personal Shopping & Styling

Video 6.3
Make Notes
Practical

35

Styling Step 6 The Big Day


Wardrobe Edit

Video 6.4
Make Notes
Practical

36

Styling Step 6 The Big Day


Additional Styling Services

Video 6.5
Research
Make notes

Date Completed

Page 67

37

Styling Step 6 The Big Day


Follow Up & Style Goals

Video 6.6
Make Notes
Practical

38

Styling Step 6 The Big Day


Workshops

Video 6.7
Make notes

39

Styling Step 7 Lights, Camera, Action


Video 7.1
Role & Responsibilities Of A Commercial Stylist Make Notes
Practical

40

Styling Step 7 Lights, Camera, Action


Interview With Industry Experts

Video 7.2
Make Notes

41

Conclusion
Swipe Files & Booking Skype Call

Video 8.1

42

Become a Style Associate with


StyleMeDivine.com

Video 9.1

Page 68

Templates & Swipe Files

Page 69

TEMPLATES - SAMPLES
Enquiry - initial email correspondence
Thank you for your enquiry today, we would be delighted to outline further how we can work together to
achieve your new/desired look.

As the UAEs Award-Winning personal styling and shopping agency our stylists goal is to help clients;

Look at clothing and visualise how the cut will fit your body

Look younger, slimmer, taller and more importantly well pro-portioned

Know how to shop for clothes that will fit and flatter

Look at current trends and translate them into what suits your shape and life style

Choose appropriate accessories that will make every outfit complete

Learn how to mix and match high street fashions with designers fashions

To be more adventurous with colours in every way!

Step One Style Consultation


We will arrange an appointment to meet with you, preferably in your own home. This will allow us to
identify your needs quickly and observe you in surroundings that you are comfortable in, review your
wardrobe and explore the clothes that you love and perhaps loathe, discuss in more detail a questionnaire
(which we will complete together during the appointment).
The outcome for you will be a set of style goals tailored to your individual needs and lifestyle requirements
including a specific shopping list and helpful links to inspire your to achieve your new style.
*Cost XXX
Perhaps you feel you may benefit from a select Wardrobe Weeding Session, this session can take up to 3-4
hours and will depend on the extent of your wardrobe and how regularly you edit it. Our initial consultation
will establish whether this is the right approach for your needs.

Step Two Personal Shopping and Styling


During our initial consultation we will confirm a shopping date and agree a plan on where and what time to
meet. The choice will be dependent upon your goals and could be anything from one of our local shopping
malls, boutiques or a visit to the tailors.
Each shopping session we have takes approximately three hours and you will enjoy experimenting with new
ideas and a selection of clothing and accessories that you may never have dreamed of wearing. All we ask of
each of our clients is that they keep an open mind J
*Cost XXXX

Page 70

Savvy Shopper Savings


Experience has found that the majority of our clients prefer to spread their shopping over a number of
separate sessions. For clients who choose to book and pre-pay for a six hour session they will receive a
complimentary one extra hour shopping experience. For clients who book and pre-pay for the platinum 12
hour package they will be offered and additional two complimentary hours shopping experience. Consider
this saving as an extra dress hanging in your wardrobe or a considerable step towards your next pair of
choos.

Step Three Personal packages to suit your needs


As every client is unique we can tailor different services depending on your individual needs, which can
include;
A home styling session with a wardrobe recap, organising/streaming new purchases and reassessing/refreshing style goals.
The Celeb Styling Service which includes weekly visits to your home to plan your daily requirements,
personal shopping and packing for future business trips or holidays. This service is offered on a retainer
basis.
Utilising our extensive network of contacts for hair, make-up, personal training, nutritionist and life coaching
for any other areas of self-development.
COST Available by contacting xxxxx
* All costs quoted exclude travel to and from locations, both local, interstate or internationally and
subsistence (if applicable).

About Stylemedivine.com /Stylists


Include here a short personal biography and or a small write up about our stylists that work on the team.
Attached is a copy of terms and conditions on engagement. Please let me know what package is of interest
and one of our divine personal stylists will give you a call to discuss further.
XXXX, we look forward to having the opportunity to work with you and assist you to achieve your goals you
deserve the very best and to look Divine!
Divine Wishes,
{Name}

Once your client has confirmed a date, add to you diary and send a reminder
out 24 hours before appointment.

Page 71

Press Release Template


NAME
Tel No
Email.

FOR IMMEDIATE RELEASE


Date

Kelly Lundberg and StyleMeDivine In Partnership With Kiva Proudly Launch Stunning Giving Back In
Style Bangle Initiative.

As founder of her own style empire, fashion maven and business woman Kelly Lundberg is only too
aware of the difficulties faced by fledgling business owners and entrepreneurs. With over fifteen years
of experience in the fashion industry behind her, a dynamic international database and a host of
awards and accolades under her belt, Kelly is now putting the spotlight on start up businesses in
developing countries by creating and selling this beautiful bangle online.

Following the popularity and huge success of the Divine brand locally, Kelly is set to launch the style
portal on a global scale with franchises expected across the GCC and beyond. However she has not
forgotten the humble beginnings of her company and what it takes to make an idea a success.

As an entrepreneur with an unconventional start to my own business, I know how hard acquiring
funding can be in a developed economy, let alone a growing one.
By financing a fledgling business I can give someone the chance to double their income, provide
support for their family and allow the business to grow

With every bangle purchased $10 will be contributed to Kiva, an organization committed to breaking
the poverty cycle by lending cash to budding business owners, thus enabling small businesses to
flourish and develop.

The gorgeous one of a kind pieces are available in gold, silver and rose gold color and are inscribed
with Kellys most notable quote Life is too short to look just fine, everyday you should look Divine
Available online at www.stylemedivine.com they cost AED 195 for one, or AED 550 for the set of
three. The progress of the sponsored entrepreneurs chosen by Kelly can be followed through the
Divine Facebook page (http://www.facebook.com/stylemedivine), for more information on Kiva go
to http;//www.kiva.org/do-more/local.

ABOUT DIVINE
Established in 2005, StyleMeDivine (formerly Divine) personal styling and shopping is the brainchild of
award-winning Kelly Lundberg, and is the go-to company for bespoke styling, wardrobe advice and
personal shopping.

Page 72

The Divine experience is entirely bespoke and tailored specifically to each client. Services comprise
style consultations, wardrobe weeding, personal styling and shopping sessions. A host of additional
style related services are also on offer, plus a best-selling style app (Dubai Shopping Secrets Revealed),
and an online boutique stocking unique and globally sourced pieces.
For more information or to request an interview, contact Kelly or go to www.stylemedivine.com
www.kellylundberg.co www.kiva.org .

Sample email Template for fashion store


Dear XXXX
{Connect with the person you are emailing, who gave you the contact name} allow me to take this
opportunity to introduce {the name of your business} and the exclusive styling services that we offer to
our clients.
I/we would like to arrange a meeting to explore with you just how we can add commercial value to your
(business name) whilst developing a highly regarded working relationship.
{include a little about you and what makes you special but make it short and snappy}
There are many ways in which we could work well together and in doing so cross promote our brands,
from styling magazine publications, social media promotion and client referral or simply by bringing to
you new clients who would be interested in your designs.
I have {suggest a date giving 2 options} available and would be happy to meet you at (location). Please
find attached ahead of our meeting a copy of my press release and flyer by way of further information
{name}, I look forward to hearing from you.
Your Signoff

Page 73

Client Style Goals


NAME
DATE

Style Goals
1.

More clarity as to what suits body shape, lifestyle and personality

2.

Inspire and edit current wardrobe

3.

Develop a practical yet stylish smart casual wardrobe

4.

Add a couple of wow evening outfits for dinner and girls

To do list
1.

Check out this YouTube link for how to wear scarfs: http://www.youtube.com/watch?v=5LYAEz777AU

2.

LIKE www.facebook.com/stylemedivine and https://www.facebook.com/kellylundbergOfficial to keep up to date with


special offer and daily style tips

3.

Edit items we discussed

4.

Take items to the tailors

Products still to purchase (with web links as suggested styles only) dont look at
price tag just the way its styled
1. Practical everyday bag Lets look at Kate Spade or Michael Kors
2. Evening pair of shoes
3. Casual trousers. Navy and beige this sort of style

http://www.zara.com/ae/en/woman/trousers/trousers-with-a-slit-at-the-hem-c358005p1797006.html
4. Chanel Accessory
5. A couple of day dresses

http://www.net-a-porter.com/product/416803/Splendid/voile-mini-dress

http://www.net-a-porter.com/product/428170/Tory_Burch/brooke-stretch-cotton-poplin-dress

6. Effortless shirtdress

http://www.net-a-porter.com/product/413609/MICHAEL_Michael_Kors/belted-silk-georgette-shirt-dress

7. Clutch for evening

http://www.net-a-porter.com/product/404080/Clare_V/flat-printed-nubuck-leather-clutch

8. Great neutral color

http://www.net-a-porter.com/product/383686/Valextra/isis-textured-leather-clutch

9. Colored jeans
10. Build up on jewelry in general check out this designer

http://www.net-a-porter.com/product/347173

http://www.net-a-porter.com/product/424556/Kenneth_Jay_Lane/tasseled-gold-plated-resin-necklace

On the next page you can add some images from the Internet of some inspiration

Page 74

Page 75

FASHION GLOSSARY
A-line

Flares out from waistline to create a fuller skirt

Angora

Hair of an angora goat | mohair or rabbit. Soft to touch

Applique

A cutout decoration fastened to a larger piece of material.

Back Drape

A length of material attached either at the shoulder or the waist that flows over the back to floor length. In
some cases it is removable.

Back Yoke

A fitted or shaped piece at the top of a skirt or at the shoulder of various garments.

Ballerina Neckline

This is a low neckline that usually occurs with strapless or spaghetti strapped dresses.

Bandeau/Tube Top

A band-shaped covering for the bust area.

Basque Waist/V-Waist

This dropped waist starts at or just below the natural waistline, and dips in the center creating a "V" shape.

Bateau Neck/Boat Neck

A high, wide, straight neckline that runs straight across the front and back, meeting at the shoulders; the
same depth in the front and back.

Bias cut

A garment that is cut on the bias is produced from fabric that has been cut against the grain.

Bolero Jacket

A loose, waist-length jacket open at the front.

Boot-cut

Cut below the belly button and slightly flares from the knee to the ankle.

Box-pleated

Two folds of fabric brought together to form a pleat.

Brocade

A heavy, exquisite, jacquard-type fabric with an all-over raised pattern or floral design.

Page 76

Broomstick

A skirt or dress that is characterized by numerous pleats and crinkled material.

Camisole

A short, sleeveless garment for women.

Cap Sleeve

A very short sleeve (as on a dress) that hangs over the edge of the shoulder without extending
along the underside of the arm.

Capri Pants

Fairly straight-cut pants, tapered to the mid-calf.

Cathedral Train

(Also known as a monarch train); a cascading train extending six to eight feet behind the gown, for the most
formal weddings.

Canvas

A strong, durable, closely woven cotton fabric.

Cashmere

A luxury fiber obtained from the soft, fleecy undergrowth of the Kashmir goat of Tibet, Mongolia, China,
Iran, Iraq, and India. Most commonly used in sweaters, shawls, suits, coats, and dresses.

Chambray

A plain woven fabric that can be made from cotton, silk, or manufactured fibers, but is most commonly
cotton. It incorporates a colored warp (often blue) and white filling yarns.

Chantilly Lace

This lace has a net background, and embroidering with thread and ribbon to create floral designs creates
the pattern. The pattern has areas of design that are very dense, and the pattern is often outlined with
heavier cords or threads.

Charmeuse

Trade name of silk and silk-like fabrics that are characterized by a shiny, soft, satin-like appearance
chapel train - The most popular of all train lengths, it flows from three to four feet behind the gown.

Chenille

Soft, fuzzy yarns stand out around a velvety cord on this fabric, whose name comes from the French word
for "caterpillar."

Chemise/Skimmer

Simply a straight unbelted dress with varying sleeves and length.

Chiffon

A plain, woven, lightweight, extremely sheer, airy, and soft silk fabric, containing highly twisted filament
yarns. The fabric, used mainly in evening dresses and scarves, can also be made from rayon and other
manufactured fibers.

Page 77

Chintz

A usually glazed printed cotton fabric.

Cigarette Style Pants

Very straight and narrow trousers for women.

Clutch Bag

A small flat bag without a handle, carried by women, especially on formal occasions.

Cotton

A unicellular, natural fiber that grows in the seedpod of the cotton plant. Fibers are typically 1/2 inch to 2
inches long. The longest staple fibers, longer than 1-1/2 inch, including the Pima and Egyptian varieties,
produce the highest quality cotton fabrics.

Crepe

Used to describe all kinds of fabrics--wool, cotton, silk, rayon, synthetics and blends-that have a crinkle,
crimped or grained surface.

Crepe Back Satin

A satin fabric in which highly twisted yarns are used in the filling direction. The floating yarns are made with
low twist and may be of either high or low luster. If the crepe effect is the right side of the fabric, the fabric
is called satin-back crepe.

Crinkled

Forming many short bends or ripples.

Crocheted

Loose, open knit made by looping thread with a hooked needle. Used for light, summer sweaters.

Column Skirt/Straight Skirt

Also referred to as a pencil skirt, this skirt is a straight line with no flare or fullness at the hem or waistline.

Concealed Snap/Velcro/Button Placket


A slit in a garment where closures are hidden.

Corset Top/Boned Bodice

A form-fitting, usually strapless bodice with boning and either laces or snap closures, styled in the fashion
of the ladies undergarment of the same name.

Cowl Neck

A style of neckline for a woman's garment having material draped in rounded folds.

Crew Neck

A round neck with ribbed banding that fits close to the base of the neck.

Crinoline

Petticoats stiffened with horsehair to enable the bell-like skirts of the early nineteenth century that was
eventually replaced with the bustle.

Page 78

Diamond Neck

A diamond-shaped cutout that fastens at the front or back neckline.

Dolman Sleeve

A sleeve very wide at the armhole and tight at the wrist often cut in one piece with the bodice.

Double-breasted

Having one-half of the front lapped over the other, and usually has a double row of buttons and a single
row of buttonholes.

Draped Bodice

An extra piece of material is draped over the bust line.

Dropped Waist/Low Waist

A waistline that is sewn below the body's natural waistline.

Dropped Shoulders

Characterized by the shoulder/sleeve seam falling off the shoulder.

Dupioni

Similar to shantung, this textured fabric is recognized by irregular-sized, thick fibers woven into the base
fabric. Fibers that create the texture are thicker and heavier than those used in shantung.

Elastin

A protein that is similar to collagen and is the chief constituent of elastic fibers.

Embroidered

An embellishment of a fabric or garment in which colored threads are sewn into the fabric to create a
design. Embroidery may be done either by hand or machine.

Empire Waist

An empire line dress has a waistline that is raised above the natural waist and falls just below the bust, with
a loose skirt skimming the body.

Faille

A glossy, soft, finely ribbed, silk-like woven fabric made from cotton, silk, or manufactured fibers.

Faux Fur

Artificial fur made from synthetic material.

Fishtail Train

Fitted around the hips and flares out from the knee to the hemline.

Fitted Point Sleeve

A long, narrow sleeve that tapers to a point, which rests against the back of the hand.

Page 79

Flannel

A warm, soft fabric made in tightly woven twill or plain weave and finished with a light napping.

Flat-Front Pants

Straight pants, often seamless and pocket less.

Form-Fitting/Slim-Fit

Straight from waist to ankle except for a slight curve around the hip.

Frog Closure

Chinese closing of decorative cording or braid. A soft ball of cording or a button is used to complete the
closure.

Fleece

A soft, bulky, deep-piled knitted or woven fabric.

Gabardine

A tightly woven, twilled, worsted fabric with a slight diagonal line on the right side. Wool gabardine is
known as a year-round fabric for business suiting.

Gauntlets

Dress gloves extending above the wrist.

Georgette

A sheer, strong silk or silk-like clothing fabric with a dull, creped/matt surface.

Gingham

A medium-weight, plain-weave fabric with a plaid or check pattern.

Halter Top

A sleeveless bodice with a high choke or wrap neck that may be backless.

Handkerchief Style

The hem of a blouse or skirt that is gently jagged to form flowing points.

Hook & Eye Closure

A 2-part fastening device (as on a garment or a door) consisting of a metal hook that catches over a bar or
into a loop.

Illusion Bodice

A bodice made of sheer material giving the illusion of no bodice.

Jacquard

Woven fabrics manufactured by using the Jacquard attachment on the loom, it offers versatility in designs
and permits individual control of each of the warp yarns. Brocade and damask are types of jacquard woven
fabrics.

Page 80

Jersey

The consistent interloping of yarns in the jersey stitch to produce a fabric with a smooth, flat face, and a
more textured, but uniform back. Jersey fabrics may be produced on either circular or flat weft knitting
machines.

Jewel Neck

A high round neckline resting simply at the base of the neck.

Keyhole Neck

A tear shaped or round cutout that fastens at the front or back neckline.

Kimono

A long robe with wide sleeves traditionally worn with a broad sash.

Knit

Fabrics made from only one set of yarns, all running in the same direction. Some knits have their yarns
running along the length of the fabric, while others have their yarns running across the width of the fabric.
Looping the yarns around each other holds knit fabrics together. Knitting creates ridges in the resulting
fabric.

Knitted

Formed by interlacing yarn or thread in a series of connected loops with needles.

Lace

An ornamental braid for trimming.

Lame Like Glotique

A woven fabric using flat silver or gold metal threads to create either the design or the background in the
fabric.

Lawn

A light, fine cloth made using carded or combed, linen or cotton yarns. The fabric has a crease-resistant,
crisp finish.

Leather

Animal skin dressed for use in clothing.

Leatherette

Simulated leather.

Linen

A fabric made from linen fibers obtained from inside the woody stem of the flax plant. Linen fibers are
much stronger and more lustrous than cotton. Linen fabrics are very cool and absorbent, but wrinkle very
easily, unless blended with manufactured fibers.

Lycra

A DuPont trademark for its spandex fiber. Any time you see this fiber listed on a label, expect comfort,
movement, and shape retention that won't wash away.

Page 81

Mandarin Collar

A short, stand-up collar, adopted from the close-fitting Asian collar.

Matte

Usually smooth even surface free from shine or highlights. Lacks luster or gloss.

Mermaid

A skirt that hugs the body until it reaches the knees or just below and then ends in a dramatic flare.

Mesh

A type of fabric characterized by its net-like open appearance, and the spaces between the yarns. Mesh is
available in a variety of constructions including weaves, knits, laces, or crocheted fabrics.

Micro Fibre

Generic term for any synthetic fiber finer than silk. Fabrics made with micro fibers are soft, lightweight,
breathable and durable.

Natural Waist

A seam or waistband that secures or falls at the natural curve of the body, which is the indentation
between the hips and the ribcage.

Net

An open fabric, which is created by connecting the intersections in a woven, knitted, or crocheted
construction to form a mesh-like appearance that won't ravel.

Nylon

The first completely synthetic fiber developed. Known for its high strength and excellent resilience, nylon
has superior abrasion resistance and high flexibility.

Off-The-Shoulder Neck

A neckline that lies gently hovering across the top of the bust-line with the shoulders uncovered or able to
be seen through the sheer yoke of net or organza attached to a high collar.

Organza

A crisp, sheer, lightweight plain-weave fabric, with a medium to high yarn count, made of silk, rayon, nylon,
or polyester. The fabric is used primarily in evening and wedding apparel for women.

Overskirt

A skirt worn over another skirt.

Patent Leather

Leather or imitation leather processed with lacquer to give a hard glossy surface, frequently used for shoes
and clothing accessories.

Pearlized

Given a pearlescent surface or finish.

Page 82

Peasant Top

Romantic style often characterized with a low neckline, ruffles, or free flowing material.

Peek-A-Boo

Any part of the garment, which has been cutout to reveal skin.

Petticoat

An underskirt usually a little shorter than outer clothing and often made with a ruffled, pleated, or lace
edge.

Pinafore

Originally used to protect dresses from dirt, it was adopted as a fashion piece and worn as a sleeveless
dress or over a blouse.

Placket

A slit in a dress, blouses, or skirt.

Polyester

A manufactured fiber, which has high strength, excellent resiliency, and high abrasion resistance. Low
absorbency allows the fiber to dry quickly.

Poplin

A fabric made using a rib variation of the plain weave. The construction is characterized by having a slight
ridge effect in one direction, usually the filling.

Princess Seams

Seams that can be found in the front or the back of a garment that create a form-fitting shape.

Puckered Bodice

Usually associated with tube tops, it provides a scrunched look.

Puff Sleeve/Pouf Sleeve

A full sleeve of varying lengths, created by generous gathering around the armhole.

Rayon

A manufactured fiber composed of regenerated cellulose, derived from wood pulp, cotton linters, or other
vegetable matter.

Rhinestoned

To attach a colorless imitation stone of high luster made of glass, paste, or gem quartz.

Satin

A traditional fabric utilizing a satin weave construction to achieve a lustrous fabric surface. Satin is a
traditional fabric for evening and wedding garments. Typical examples of satin weave fabrics include:
slipper satin, crepe-back satin, faille satin, bridal satin, moleskin, and royal satin.

Sarong Skirt

Long cloth, which is wrapped around the entire body.

Page 83

Scoop Neck/Round Neck

A low, U-shaped or round neckline.

Self Tie Bow Tie

The DIY option, it comes as a single strip of fabric that you then tie into a bow yourself. Self-tie bow ties are
adjustable to fit a variety of neck sizes. They take a lot of practice to make perfect!

Sequined

Ornamented with a small plate of shining metal or plastic.

Shawl Collar

A one-piece collar, which is turned down to form a continuous line around the back of the neck to the front.

Sheaths

Usually have straight or close fitting skirts, accompanied by a form-fitting bodice. The skirt is often ankle
length and sometimes has a slit in either the front, side, or back to make walking easier.

Sheer

Any very lightweight fabric (e.g., chiffon, georgette, voile, sheer crepe). Usually has an open weave. Sheers
mostly feel cool.

Shelf Bra

A bra that is built right into the garment.

Shrug

A woman's small, waist-length or shorter jacket.

Silk

It is obtained from cocoons of certain species of caterpillars. It is soft and has a brilliant sheen. It is
one of the finest textiles. It is also very strong and absorbent.

Skort

Shorts that have a front covering to resemble a skirt.

Sling Back

A type of woman's footwear characterized by a strap that crosses behind the heel or ankle.

Spandex

A manufactured elastomeric fiber that can be repeatedly stretched over 500% without breaking, and will
still recover to its original length.

Spaghetti Strap

A thin tubular strap that attaches to the bodice, named for its likeness to a strand of spaghetti.

Split Neck

A round neckline that looks like it has been cut in the center to form a small "V".

Square Neck

An open-yoke neckline shaped in the form of a half square.

Page 84

Straight Legs

Pant legs are cut an equal width from waist to ankle.

Suede

Leather with a napped surface.

Sweep Train

The shortest train, barely sweeping the floor.

Sweetheart Neck

A neckline on a woman's or girl's garment with the front cut low and shaped to resemble the top half of a
conventionalized heart.

Taffeta

A lustrous, medium-weight, plain-weave fabric with a slight ribbed appearance in the filling (crosswise)
direction. For formal wear, taffeta is a favorite choice. It provides a crisp hand, with lots of body. Silk taffeta
gives the ultimate rustle, but other fibers are also good choices.

Tank Top

A short, sleeveless top with wide armholes.

Tankini

A two-piece bathing suit with the upper portion resembling a tank top.

Tapered Legs

Pant legs become progressively narrower toward the ankle.

Tea Length

A gown hemmed to end at the shin.

Tear-Away Shorts

Features versatile side snaps that allow you to remove a top layer fast.

Tencel

A trademark of Courtaulds for a high performance fiber used to make soft, beautifully draping rayon
fabrics. Tencel is made from wood pulp that is harvested from replenished tree farms, environmentally
sensitive and washable!

Terry

A woven fabric, usually cotton, with loop piles on one or both sides.

Tie-cinched waist

The waist is pulled tight around the body with a tie.

Trapeze Top

Tank top style with flared bottom.

Page 85

Tri-Acetate

A manufactured fiber, which, like acetate, is made by modifying cellulose. Tri-acetate is less absorbent and
less sensitive to high temperatures than acetate. It can be hand or machine-washed and tumble dried, with
relatively good wrinkle recovery.

Tulle Skirt/Bouffant Gown

A sheer, puffed-out skirt often made of stiffened silk, rayon, or nylon net.

Tunic Style

A simple slip-on garment made with or without sleeves and usually knee-length or longer, belted at the
waist, and worn as an under or outer garment.

Turtle Neck

A high, close-fitting, turnover collar used especially for sweaters.

Twill

A fabric that shows a distinct diagonal wale on the face (e.g., denim, gabardine, tricotine).

Velour

A medium-weight, closely woven fabric with a thick pile. It can be made using either a plain weave or a
satin weave construction. It resembles velvet, but has a lower cut pile.

Venice Lace

This lace often has a high profile, and is made using a needlepoint technique rather than embroidery. A
heavier weight lace, the patterns vary from geometric to floral. Each pattern is attached to the others by
bars made of thread.

Velvet

A luxurious fabric commonly made with a filament fiber for high luster and smooth hand. This mediumweight, cut-pile is constructed fabric in which the cut pile stands up very straight. As it is woven using two
sets of warp yarns the extra set creates the pile.

V-Neck/V-Back

An open yoke coming to a "V" shape midway down the bodice.

Viscose

The most common type of rayon. It is produced in much greater quantity than cuprammonium rayon, the
other commercial type. (Cuprammonium rayon is usually made in fine filaments that are used in
lightweight summer dresses and blouses, sometimes in combination with cotton to make textured fabrics
with slubbed, uneven surfaces).

Voile

A crisp, lightweight, plain weave cotton-like fabric, made with high twist yarns in a high yarn count
construction. Similar in appearance to organdy and organza.

Wide Legs

Pants or jeans that are cut extra full through the legs.

Page 86

Wing Tip Collar

A shirt collar, used especially in men's formal clothing, in which the front edges are folded down in such a
way as to resemble a pair of wings.

Wool

Usually associated with fiber or fabric made from the fleece of sheep or lambs. However, the term "wool"
can also apply to all animal hair fibers, including the hair of the Cashmere or Angora goat or the specialty
hair fibers of the camel, alpaca, llama, or vicuna.

Wrap Top/Surplice Top

A bodice created by the cross wrapping of fabric; may be in front or back, and associated with a high or low
neckline.

Care Labels for Clothing

Page 87

Sizing Guidelines
Womens Clothing Sizes
Country

Australia

France

Italy

Japan

UK

US

XXS

34

38

0-2

XS

36

40

10

38

42

10

12

40

44

11

12

14

42

46

13

14

10

XL

16

44

48

15

16

12

Women Shoe Sizes


Australia

France

Italy

Japan

UK

US

37

36

22

5.5

37.5

36.5

22.5

6.5

38

37

23

6.5

38.5

37.5

23.5

7.5

39

38

24

7.5

39.5

38.5

24.5

8.5

40

39

25

8.5

40.5

39.5

25.5

9.5

41

40

26

10

9.5

41.5

40.5

26.5

10.5

Mens Clothing Size


US Sizes

XS

XL

XXL

XXXL

Neck (inches)

13 - 13

14 - 14

15 - 15

16 - 16

17 - 17

18 - 18

19 - 19

Chest (inches)

33 - 34

35- 37

38 - 40

42 - 44

46 - 48

50 - 52

54 - 58

Sleeve (inches)

31 - 32

32 - 33

33 - 34

34 - 35

35 - 36

36 - 37

37 - 38

Waist (inches)

27 - 28

29 - 31

32 - 34

36 - 38

40 - 42

44 - 46

50 - 52

Neck (cm)

33-34

36-37

38-39

40-42

43-45

46-47

48-49

Chest (cm)

84-86

89-94

96-102

107-112

116-122

127-132

137-140

Sleeve (cm)

80-81;

82-84

85-86

87-89

90-91

91-93

93-94

Waist (cm)

68-71

73-79

81-86

91-97

101-107

111-117

127-132

Page 88

Suits | Blazers
European

42

44

46

48

50

52

54

UK

32

34

36

38

40

42

44

Japan

LL

USA

32

34

36

38

40

42

44

US (inches)

28

30

32

34

36

38

40

Int'l (cms)

71

76

81

86

91

96

101

European

37

38

38

39

39

40

41

UK

Japan

25

25

26

26

27

28

28

USA

Trouser

Mens Shoes Sizes

NOTES

Page 89