Where To Shop? – Classic Spirit in Mosman, Sydney

In my post ‘What Can I Wear and Where Do I Shop to Find It?’ I mentioned that I will be featuring stores that offer a really pleasant shopping experience as well as great clothes that suit our figures and lifestyle.

It’s often the case that the same labels can be found in quite a few shops.

What makes us go back to one and not another? For me, it usually hinges on how I feel in the store and how the staff treat me, just as much as it does on finding clothes that I like.

Many stores just don’t get the ‘total shopping experience’ concept but then there are those that do, so I’m on a mission to create a directory of clothes shops that I think:

• have great clothes and accessories that reflect our different lifestyle needs here in Australia
• have staff who are welcoming and helpful
• make you feel at ease and happy to be looking and trying things on.

Classic Spirit in Mosman, Sydney meets these criteria. I met with Jo Reynolds in her store recently and we chatted about her thoughts on fashion and style, why many women find the shopping experience so difficult and how she goes about meeting her customers’ needs.

Jo, could you tell me a little about Classic Spirit?

I’ve been in the business for 25 years. Originally I sold Ralph Lauren for women and men and the store’s theme reflected the RL ‘look’. We’ve changed with the market such that Mela Purdie is now our focus because the label meets my customer needs.

What is the philosophy behind your store?

My aim since the beginning has been to provide comfortable, chic clothing and to make the shopping experience easy.

Can you describe your customer?

• She loves lifestyle dressing
• Her lifestyle and attitude are important, not her age
• She wants to look chic and feel comfortable wherever she is
• She’s prepared to try things on
• She recognizes the role of accessories in creating her style

What labels do you carry?

Mela Purdie is our core label and has been now for about 5 years. It’s based in Sydney and caters for ages 20 to 80. For example, my 22-year-old daughter Kate wears it as does one of my best customers who is 75. The clothes:

• are very chic
• they take the fuss out of dressing
• range from size 8 – 20
• are all about layering, which is great for seasonal dressing, travelling and different body shapes.
• offer key pieces and basic colours that form the core of your wardrobe

For example: To start with, you choose a few black and/or white basics that suit you. Then you select a piece or two in the latest seasonal colours (the image opposite features a Summer 2009 colour)  and maybe something textured, and these together provide the outer layers and variety to your core wardrobe. Mela’s clothes are all about 10 women being in a room together, all wearing Mela Purdie, and not one woman looking the same.

Dinosaur Design is regarded as the pinnacle of resin jewellery and it blends really well with Mela’s clothes. I’ve stocked it now for a couple of years and it has proved a real winner. The colours and designs are absolutely brilliant. We sell necklaces, bangles and earrings, all of which allow women to create their personal style.

The other brands I sell are all based on the same ‘casual and chic’ theme and can vary from season to season.

What do you think is the difference between fashion and style?

Classic Spirit doesn’t sell fashion as such. We’re much more focused on style. Each customer’s personality and lifestyle should guide her wardrobe. Women need to dress to suit their body and their lifestyle, not meet fashion expectations like we all did when younger. Once you start dressing to suit yourself you can give it attitude and personality through your accessories.

Why do you think many women find shopping for clothes so difficult?

• Many women lose confidence as they get older
• They become incredibly conscious of their ‘faults’ – for example, I would say 9 out of 10 women are worried about their upper arms and probably just as many about their thighs
• Some women become so conscious of their age and what is ‘appropriate for their age’ that everything starts to look too young. Before they know it they’re dressing like their mothers. They need to look at magazines, websites and other women to see how they’re creating looks that appeal to you.
• Most women are keen to avoid a sense of rejection, particularly if they need a bigger size, so shopping early in each season to get your size and the best choices is really important
• Be prepared to experiment in the change room. Many don’t take the time to try on different things. The ‘layered look’ for instance doesn’t have great hanger appeal so you need to try things and ask the staff for guidance on how to put pieces together
• The role of accessories can’t be overestimated. They are your opportunity to add individuality, colour and texture to your look but many women don’t take that extra step

What are the key strengths of Classic Spirit?

• I know my customers and I offer labels that I know will meet their needs
• My staff. I’m so proud of Ann, Di and Kate. Each has something special to offer and they are very good at helping everyone feel welcome and comfortable. They guide the shopping experience because they know the labels and they understand accessories. They can also advise on things like underwear too because many women forget that it can detract from the success of any look.
• I have a very strong customer loyalty programme
• We look after our customers. We keep a history of their purchases – size and colours – and we know what they like. Many can ‘phone shop’ once we have their profile.
• Each season I run evening workshops where models show our clothes in lifestyle ‘scenarios’ such as the working woman, the mother, the retiree. They’re really popular because women can identify with their particular lifestyle and see how to put various looks together.

You’ve mentioned the layered look. It seems to be the big thing now. Why is it so popular?

• Most women believe that layering is difficult to do and adds bulk. This is not so. With good fabrics like Mela’s jersey, and some initial guidance on how to put layers together to suit your body shape, they work wonders in any wardrobe
• It allows each woman to recreate her wardrobe easily and often, without having to buy ‘outfits’.
• Layers are great for trans-seasonal wear and for Winter … it’s not so easy to do in Summer
• Younger people can be a great inspiration because they’re prepared to break down a ‘look’ into layers. Women of all ages need to be prepared to try it as well.

What suggestions do you have for women who want to find their style?

• Regardless of age and body shape there comes a time to take stock of your wardrobe
• Visit a store that has what you like and makes you feel comfortable
• Establish a rapport with one of the staff and ask for her help to get you started
• Call the store or pop in often to keep abreast of new stock when it arrives – for instance, Mela Purdie’s new season stock is due into Classic Spirit in July. Most labels run ahead of the actual season so women should shop early.

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