Taking advantage of her experience as a fashion model, Ranida "Duen" Pruedthinalin is currently sitting in at highstreet brand Topshop as a personal shopper. The stylish co-owner of GGub - a contemporary bags, jewellery and home accessories brand - offers clients style advice, personalises looks and shares tips. The complimentary Topshop Personal Shopping Service is on offer at Topshop’s flagship store at CentralWorld (1/F, Beacon Zone, CentralWorld, 02-613-1660, facebook.com/topshopthailand, Instagram @topshop _ th) until Oct 31.
HOW DO YOU GET TO KNOW YOUR CLIENTS AND THEIR STYLES?
In short, it's based on first appearances. Their total look tells you about maybe 60 per cent of their style. Their figure is also important in terms of picking what suits them. The rest comes from talking to them, asking them about their preferences, and the occasions they need to dress for.
HOW DO YOU GIVE ADVICE AND MAKE SUGGESTIONS?
There's a private suite in which clients can enjoy the personal shopping experience. My job is to give friendly advice and pick items that fit their individual requirements. A lady recently came to me in full make-up saying I had one hour to dress her up for a wedding reception. It was a fun challenge. Also, there have been a lot of mothers-and-daughters coming to the shop together. The mothers usually let the daughters choose. I pick the items from the new collection and it often turns out that they like all of them.
WHAT ARE THE BIGGEST CHALLENGES OF BEING A PERSONAL SHOPPER?
During one appointment, the woman initially didn't like anything I picked for her. Making suggestions can sometimes be like gambling, and you need to have a back-up plan. You also need to see how clients perceive their bodies and then show them something different because people normally stick to their old styles. You need some psychological skills too [smiles].
IS BEING A MODEL YOURSELF HELPFUL FOR BEING A PERSONAL SHOPPER?
Yes. My experience in the fashion industry has proven very helpful because I've learned a lot from stylists and how to mix and match.
WHAT MAKES A GOOD PERSONAL SHOPPER?
Paying attention to detail. The client's preferences, tastes and needs all matter. It's my job to make a client look good from top to toe. It's also essential to make practical suggestions to fit their everyday lifestyle. I'm happy if they find my picks wearable and versatile. If they opt for my advice but never get to wear them, it would be useless. I'm happy when clients look and feel good about themselves.
CAN AN OUTFIT REVEAL PERSONALITY TRAITS ABOUT A PERSON?
Briefly, yes. A total look can tell which type of person you are - confident or reserved, conventional or unconventional.
WHAT'S YOUR VIEW ON LOCAL FASHION TASTES NOWADAYS?
Overall, the local scene has improved and is more willing to experiment with new styles. But it turns out there are two main types. The "hits", to me, are those who look cool. The "misses" would be those who look disastrous - sometimes because of a too-revealing outfit or a style that doesn't suit an occasion.
DO INTERNATIONAL BRANDS MAKE PEOPLE MORE FASHION-FORWARD?
Yes, because their presence in Thailand means more choice. In the past, we needed to go abroad to buy some of these brands but now they are all at our doorstep.
WHAT ARE YOUR FAVOURITE SHOPPING SPOTS IN BANGKOK?
Aside from Topshop and Soda, I shop at malls and Chatuchak [Weekend Market].G
