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Hi everyone! I’m your host, Sarah Cohen, Stylist Marketing Specialist and founder of the Styling Advisory, and in this podcast I ask successful personal stylists how they built their business, and what marketing tactics worked for them.
🚀✨If you’re a personal stylist or image expert looking to attract, convert and retain clients, you might be interested in joining our Stylist Marketing Collective; where you’ll effective styling client attraction activities from digital marketing specialists AND implement them together.
For more details head to www.stylingadvisory.com.au
'The Rise of The Capsule Collection' and how 1x clever marketing image attracts personal styling clients.
In this episode, I’m chatting with Jessica Ryan who is a Multi Award Winning Personal Stylist and Fashion Curator and mum of two based in Gippsland, Victoria and has built her successful business based on her ability to curate and style the ideal capsule wardrobe.
After over a decade of working in the retail fashion industry Jess developed a curiosity for women’s consumer behaviour and what exactly makes the perfect ‘curated wardrobe’.
She experimented with the art of curated wardrobing herself, living with 40 piece wardrobe for 3 years; to prove you can develop a balance between fashion obsession and mindful shopping.
We talk about how Jess tapped into this niche and marketed it beautifully using a powerful visual image of ‘The Rack’.
❤👍Be sure to rate, review and subscribe to learn from experts making a living doing what they love!
[00:00:10] How Jessica started her journey in the fashion industry and discovered the alarming message of always buying new, more, now
[00:01:00] Becoming a mum and her decision to live with a 40 piece wardrobe
[00:01:34] The cathartic nature of a capsule wardrobe
[00:02:00] Becoming a mother and losing touch with our identity
[00:04:00] The decision to start reconnecting what what Jess loved through fashion
[00:04:42] What makes her clients decide to take that step too
[00:06:00] A focus on mindfulness and intention with how we shop and build our wardrobe.
[00:08:24] The turning point when bookings started to come in
[00:09:54] The inception and success of The Rack image; reducing the overwhelm for the client and showing them a beautiful collection
[00:12:00] The idea that a capsule brings a sense of control
[ [00:13:00] The weekly rack challenge
[00:13:51] Bringing your services to life with a visual image
[00:15:00] Every stylist’s marketing plan is unique, it's not a one size fits all.
[00:17:55] The overwhelming side effect of client growth and the benefit of taking things step by step. Just pick something to work on and ignore the rest!
[00:20:28] Just create something people care about
[00:22:05] Making sure that my community are getting something from me whenever I show up. And that's it.
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🎬 Personal Stylist Raquel Macias - Podcast Interview Show Notes 🎬
Today I'm talking to personal stylist Raquel Macias about her marketing approach, which focusses predominantly on creating video content on IGTV to convert clients.
Raquel spent time analyzing what type of posts/blogs/emails/ads were working to build relationships with followers and clients - and it turned out that every DM or email, booking or subscription was linked to videos she created.
Armed with this knowledge, Raquel decided to double down on this type of content rather than keep trying to create loads of different types of posts/content.
This approach works for her and her audience, but every one of us needs our own unique 'recipe' of marketing ingredients to drive our clients into booking in.
[00:00:00] Introduction to Raquel Macias, her styling journey and the business she has built.
[00:04:42] Do Raquel’s clients just want her to tell them what their style should be? Or do they have an idea of what they want their style to be and they just can't?
[00:07:44] What type of marketing activity or marketing decisions have enabled Raquel to build her business.
[00:08:40] Studying her own content and the feedback she was getting
[00:10:00] For Raquel, video is a better way of communicating her knowledge.
[00:10:47] Reviewing the engagement, the metrics, and the information to attract clients.
[00:12:05] How likes and comments sometimes can be misleading when you use Instagram as a business platform.
[00:13:07] Raquel’s client journey from video views to clients .
[00:15:10] Free resources and freebies
[00:16:12] Planning video ideas and the creative process
[00:23:00] The mindset shift which will fuel the popularity of stylist's
[00:25:34] Why the more clothing choices you have, the harder it is for you to make a decision on your outfit.
[00:27:04] What the call-to-action could be in your video
[00:31:37] The channel Raquel receives the most engagement from followers
#stylist #stylingbusiness #rosiemckay #shoppablestyleboard #virtualstyling #virtualstylist #imageconsultants #imageexperts #wardrobeedit #wardobedetox #stylingvideos #howtostylingvideos #personalstylist #personalstyling #personalstylists #personalshopper #closetconcierge #stylistbranding #stylingadvisory #virtuallookbook #stylingsubscription #stylingmembership #editorialstylist #fashionstylist
How do you find enough clients that you'll be booked out months in advance? Celebrity stylist turned personal stylist (and a client of
mine) Bridget Bell of Style Ambition
(http://www.bridgetbell.com.au/personal-styling) shares her experiences, insights
and strategies with me in this episode of The Styling Advisory Podcast.
As an industry expert who has styled over 150 celebrity shoots, television shows and events, Bridget wanted to bring the celebrity styling experience to the everyday woman, delivering the ultimate ‘wow’ factor to their wardrobe regardless of budget or location.
Known for nailing the brief no matter the silhouette, budget, creative vision or time frame, Bridget now helps executives, working mums and entrepreneurs ‘nail their own styling brief’ through shoppable videos and styling boards, virtual styling sessions and wardrobe edits all from the comfort of their own home. Virtual platform ShopShareTV has been an integral part of this revised business model, despite Bridget not being a big online shopper….and Bridget explains:
-How she uses online tools
-Her transition to online services
-How virtual styling services work especially wardrobe edits
Over the course of 2020, Bridget and I worked together to build a brilliant brand identity, value proposition, compelling services and social media content… and you can too!
Sign up for the program Bridget completed: 👑 The Empire Blueprint Marketing &
Business Program https://www.stylingadvisory.com.au/services/branding-marketing-strategy/
Garmentier was founded in 2018 by professional stylist and retail veteran Lisa Bubes, who recognized the potential for personal shoppers to change the retail world through an entirely new direct sales model.
The Garmentier digital platform revolutionizes the relationship between retailers, brands and stylists and removes the barriers that have prevented a seamless and strong commercial partnership between them and the brands they help support.
Commissions, pulling and sending stock to clients without them lifting a finger and custom tailoring are just some of the features of this platform.
In my interview today, Lisa and I talk about the industry challenges and how Garmentier was built to remove them in an innovative and intuitive way.
Currently available to US image professionals only, they do have plans to open the functionality and membership to other countries in 2021.
Rosie McKay is a stylist with over 15 years experience in editorial and commercial work, most notably styling for WHO and OK magazine in Australia.
Rosie launched her personal styling business in 2017 and has since built a virtual styling platform ‘My Virtual Stylist’, offering clients ‘style subscriptions’ delivered quarterly.
In today’s episode, we’ll be focusing on the Client Journey; How your ideal client journey defines your business success.
Rosie has 2 distinct client profiles who each make purchasing and booking decisions in different ways.
Understanding these differences have enabled Rosie to anticipate the needs of each client as they move through the buyer cycle, removing any barriers to booking in and getting them signed up to her programs!
· The 2x types of Virtual Styling client and what they need from Rosie.
· How each client likes to engage with Rosie.
· How we get them from ‘unaware of your services’ to ‘booking in’ (the buyer cycle)
· The service types that match each client’s needs
Rosie also shares her advice as an entrepreneur growing a business organically; it’s all about testing and tweaking to get results!
TAKEAWAY 🔑 Understanding exactly how your ideal client makes a decision about booking in a service or buying a product should define the customer journey in your business.
SUPPORT 💻 Book a marketing coaching session in this month and we’ll define the steps your clients takes, make specific tweaks and help drive more bookings together!
More info: https://myvirtualstylist.com.au/about
In today’s episode, Goodpix Founder MaryLiz Lehman shares her journey towards digitising the stylist/client experience and how stylists today are offering virtual styling services to broaden their earning potential.
MaryLiz is a firm believer in the power of the stylist to change the retail landscape, AND in the power of the ‘relationship -based entrepreneur’, which was the inspiration behind Goodpix; a digital tool allowing you to create shoppable content in a one-to-many format.
Shoppable boards, collections, affiliate commissions and client micro-sites are all available for a monthly subscription fee to scale your styling or image business.
We discuss why stylists won’t be replaced with subscription-based, algorithm driven fashion services, and how the Goodpix technology has helped to make the human-touch of styling, shopping and customer service more efficient.
Today's chat with ShopShare TV Founder Emma Inteman is a fabulous opportunity to understand the possibilities of the new tech tools from the mouths of the creators themselves!
ShopShare.tv is here to change the impersonal online shopping experience for customers, by enabling stylists and personal shoppers to bring online stores and shopping experiences to life.
With ShopShare.tv your styling clients can discover new brands and get customised shopping recommendations from you, just like the traditional, in person services, via pre-recorded online shopping sessions made from your hone office.
In an age of digital innovation, image experts can finally capitalise on new tech tools like ShopShare TV to grow a global clientbase, reach more clients in a more affordable, accessible way and create engaging content that promotes your styling services. If you want to build this service into your current business and market it effectively, book in for a free 30 minute ‘Empire Designing’ session with The Styling Advisory (head to our website for more details).
Today I’m talking with Danique Martin about her business; Fashion and Finance.
Danique is a stylist but she’s also spent the last 5 years building her own insurance business, and she came to me wanting to create an overarching brand and business model that would allow her to continue to do both.
This episode is particularly relevant for those of you who have been asking me what to do about your marketing activity when you have 2 separate audiences or service areas.
As a client of The Styling Advisory, we worked together on Danique’s mission, vision, brand proposition and services to create a business that opened up multiple revenue streams; all centred on the promise of personal empowerment and financial freedom.
The other reason I wanted to share Danique’s experience is because she is an insurance expert specializing in the fashion and styling industry – so for all of you listening, if you don’t know what coverage you need as a stylist, from public liability insurance to income protection, here is someone that can explain it in a relevant way for our industry!
If you’ve got any questions about how you can create an overarching brand and business model for your own business, or if you want to learn more from Danique, you can email me, book in a chat or DM me @TheStylingAdvisory.
If you want to watch our lovely faces as we talk, you can also watch this episode on my Youtube Channel; The Styling Advisory.
Danique’s website: https://www.fashandfinance.com/
Anika Walker is an Australian personal stylist who has re-imagined the way she engages with women, regardless of age, size & budget, by launching a monthly subscription service called 'Style Squad.
Style Squad subscribers receive an email that contains two educational videos each month, including one using innovative shoppable video platform ShopShare.TV.
The focus is on everyday, smart casual looks teaching subscribers how to style them up & down and how to master the art of mixing and matching. The move to a regional area prompted Anika's transition to online styling services, but it was her experience styling thousands of women for major retailers and shopping centres Australia-wide that sparked her journey towards offering a personal styling experience any woman could access.
In today's episode, Anika takes us inside Style Squad and shares her experience presenting a new concept to clients and subscribers. https://www.yourstylerevolution.com.au/
Amanda Jessup is Channel 10’s Head of Network Styling, a role that sees her managing the creative direction for fashion, hair and makeup across every one of the network’s productions. She is also responsible for creating the national style guide in line with the network’s individual production branding requirements
Amanda has worked across films, television dramas, advertising campaigns, magazine shoots, as well as teaching and consulting as the NSW trainer for an Australian cosmetic company.
With over 20 years of experience across the various disciplines within the styling industry, it was a pleasure to gain a thorough insight into the world of television styling – the gruelling hours, the shift work, the multi-tasking and budget management requirements and her advice for how you can enter this area of styling successfully.
The pandemic has hit personal styling businesses hard, and I wanted to understand exactly what the commercial impact was, and how some styling industry leaders were not only surviving but thriving right now despite it.
In Episode #10, I sat down with Erin Mathis, Co-Founder of The Style Core, and Director of @yourmilliondollarlook TedX Speaker and Leading Virtual Style Coach (Her services retail between $9 -
$6000 US!) to talk about the severe impacts on personal styling and image
consulting businesses, and what you can do about it.
This episode will be useful if you can relate to any of these statements:
-Your client bookings have dried up over the last 3 months and now you’re behind in sales
-New clients are hard to find and engage in your home town right now
-Potential clients are not ready to spend big on shopping and styling right now.
While Erin’s pivot to virtual services happened way before the pandemic, we discuss her online styling business and what clients are looking for in this new economic landscape. From quicker, faster, digital services that support your core offering to complete virtual makeovers from the safety of your own home, we hear first
hand how you can successfully pivot your traditional styling business online.
⚡💥👉JUNE 18,19, 2020 FREE WEBINAR (GO VIRTUAL & GROW)
This 60 minutes will make an IMMEDIATE impact on your styling and image consulting business and revolutionize the way you service clients.
We’ll take you through the 3 opportunities you can adopt right now that will fast-track your ability to earn more, attract more clients and broaden your styling business opportunities despite a global pandemic. PLUS
We’ll give you 5x Virtual Service Ideas you can start offering RIGHT NOW….we promise these ideas are creative, fun and easy to build on your own!
WANT TO KNOW THE BEST BIT??
Live Q&A with The Experts
Erin, Carla and Sarah will stay online after the webinar for a live Q&A so you
can access these experts directly and ask all of your specific questions!
Mentoring sessions with Erin, Carla and Sarah start at $250 US per hour, so this is an INCREDIBLE opportunity not to be missed.
Replicate the latest services, start using the most popular tools and pivot your styling or image business under the direction of experts who have lived, breathed, taught and defined styling for over 10 years, as well as marketing experts working and talking with successful stylists from around the globe.
This is the MOST CURRENT ACTION PLAN you’ll find to grow your image or styling
business starting right now. Register Now! https://thestylecore.lpages.co/go-virtual-webinar/
Carol Sae-Yang is one of the most sought-after stylists in the industry, with a career spanning editorial, personal styling, celebrity/media styling, fashion direction and most recently Sydney’s QVB Style Director.
Carol has been freelance styling beauty, fashion and lifestyle shoots for some of Australia’s most respected titles including Sydney Morning Herald, Instyle & Cosmo Bride, building a network of the country’s elite photographers, designers, HMU artists and models, as well styling personalities for productions aired on Channel 10, 7 and MTV Australia.
Carol’s breadth of experience and knowledge of the styling industry led us along various conversational paths in this interview, taking us behind the scenes of shoots, client needs, the industry in general, her unique approach to retaining clients, and finally, some incredible, tactical advice for the classic challenge all new stylists find for themselves - pulling stock as an unknown stylist. The purpose of our interview was initially to review her strategy for upselling clients; Branded photoshoots for her clientbase of modern leaders and entrepreneurs wanting to achieve their professional goals through strategic styling. Carol has drawn on her editorial roots to extend the styling service beyond shopping and outfit curation, culminating in new head shots, media shots and web assets….. but we covered SO MUCH MORE. This episode is jam packed with gold… so come join us for a truly eye opening journey into the world of styling. @TheStylingAdvisory
Today I’m talking with Westfield Sydney’s Head Stylist, Adriana Fernandez to find out how she works with brands in centres to deliver the best possible shopping experience for her styling clients.
Many shopping centres like Westfield will offer personal styling sessions to customers, either paid or as part of a complimentary service. The centre takes an inquiry from the customer and connects them with their preferred stylists. Some centres have a styling suite the stylist can use, but more often than not, the stylist is working within the centre without a central point.
A lot of stylists taking clients on a shopping trip within a specific centre have mixed views on the support and interaction with individual store staff. Some stores are great, and might keep a fitting room free, racks of pre-selected clothing out, and help the stylist navigate new stock, but how do you get to that point with each store?
Adriana shares her approach to building the best relationships with each brand in a centre to deliver an exceptional client experience.
In today’s episode, I talk with Stephanie Sprangers, CEO of Glamhive, the leading virtual styling marketplace connecting stylists with personal styling clients from around the world.
Steph is a true champion of the styling community. Like me, she believes wholeheartedly in the value stylists bring to all clients, and the opportunities the styling industry has to shape the new retail landscape.
· The virtual styling process and the vision of Glamhive
· How to commercialise those extra texts and phone calls you’re currently providing for free
· Why it’s so important your virtual styling service is a seamless client experience
· The role your website plays in converting virtual clients and why Amazon is a great example
· Why your website should be an e-commerce platform not a blog site
· Why virtual styling is the perfect solution for both stylist and client.
As always, we discuss the future of styling and where the opportunities are for you to carve your own niche in the digital styling space.
LA-based stylist/creative director, Beth Jones, has one of the most distinctive and recognisable visual brand identities in the market.
Today, Sarah talks to Beth about the importance of a brand identity, how it helps clients and audiences connect with you and how to create one for your styling business.
From photographic styles to posing ideas, her most popular branded content and the gradual process of forming her own style guidelines, you'll get a masterclass in the art of brand identity with one of the best.
Check out Beth's website https://bjonesstyle.com/
In 2009, Beth launched B. Jones Style, a fashion blog that peered into her daily outfits, home interiors and a fit & fab lifestyle.
Beth has worked as a brand ambassador for Paul Mitchell, Timex, DKNY, Modcloth, Banana Republic and LOFT, Nike Women, MVMT, Sephora at JCPENNEY, Goodwill International, and Crossroads Trading Co and is a part of Vogue’s Influencer Network.
In 2016, Beth launched her YOUTUBE CHANNEL and became the champion for “always playing dress up”. She brings her community into her magical world of styling up vintage finds from local thrift and vintage shops and documents her daily outfits on Instagram.
With 12 years of experience under her belt, Beth currently works as a stylist, social media consultant, creative director, Youtube creator and fashion influencer.
Sydney stylist Gessica Marmotta shares with us her approach to pricing personal styling services, and how she went from ‘hobby pricing’ to charging $3000 AUD for styling appointments.
· How do you gain the confidence to charge more?
·How do you know what to base your rates on?
· How should you approach this rate change with new clients?
Here are the ley takeaways from Gessica’s interview:
Tips to help you establish a successful pricing structure:
· Valuing yourself; believe in what you do
· Research the market to ensure you are pricing your services appropriately
· Gain advice from a financial expert to create a model that is commercially sustainable
· Ensure the time you put in to the pre and post appointment is included in your pricing
· Create packages with varying degrees of personal and financial investment, to build trust and attract a broader range of clients
·Be transparent with the outputs; what you deliver for the client behind the scenes, on the day and post-appointment support
· Provide as much detail as possible on your website’s services page. Follow Gessica at @stylebygessica
Royal Stylist, Author & Award-Winning Entrepreneur, Kelly Lundberg explains the importance of building a credible brand for styling business success. Kelly has most recently sold her Dubai-based styling business, Style Me Divine, to focus on her online styling programs, brand partnerships (Chanel and Louis Vitton to name a few) and speaking engagements.
Building a styling business is hard - structuring a business to make it commercially attractive to buyers is another thing entirely!
We discover one of the secret ingredients to Kelly's global success - brand building - and reveal the top 3 brand building strategies Kelly adopted to kickstart her credibility. Head to The Styling Advisory website to book in your brand planning session now. Mention this episode for 15% off!
Former fashion and market editor and freelance stylist Emma Read takes us behind the styling scenes at Russh, ELLE, Cosmo and Grazia for a look into the role of advertorial styling. Emma also shares her forecast for styling opportunities in the digital era, as well as her recommendations for career growth.
LA based personal stylist, Lauren Messiah, is one of the most successful personal stylists in the world. She shares a few tactics with us that you can adopt to grow your own styling empire... like how she got 5000 women into her free mini program and then converted them into paying clients.....You’re welcome.
This week we chat to Melbourne Stylist Shareena Winter about how she started her personal styling career, her approach to converting leads into clients and the exciting potential for stylists specialising in curvy silhouettes! We nail Shareena’s unique X-Factor and her niche audience too. A warm, beautiful soul I loved chatting with.