99 Problems and Retail Staff is Definitely One

Recently, my weekend shopping experience led me on a journey through various retail stores, ranging from boutique to chains to department stores. Sadly, what I encountered was a disheartening pattern of disappointing customer service, regardless of the price range.

I walked into a department store and was gobsmacked that there were no staff. Walking around to the jeans section, I am astonished to find not one but three staff all chatting behind a counter. All ignoring about four to seven customers actively looking for something specific. Customers drift off after ten or so minutes, but I am still yanking out jeans in an attempt to find a size larger than an 8. Another customer walks past me and I say: “It’s really hard to tell which jeans are which without the old school pictures on the wall.” To which she replies: “I just don’t know what size I am in these numbers.” A retail worker miraculously jumps into action and asks her what her size is. Good I think, help for the customer, then states that she doesn’t know any of the size conversions and will have to go and find someone who does. I jump in and tell the retail assistant what size the customer is, amazed that she and the other staff – who are placed to work in the jeans section – do not know any of the sizing. When the assistant came back with the jeans for the customer, she took me to one side and asked me if I could help her with the sizing for another customer.

The issues I experienced from various stores run deeper than just lacklustre service; it extends to the neglect of diverse customer needs, particularly those over a size 10 and above the age of 40.

The essence of exceptional customer service lies in understanding and catering to the varied preferences of your customer profile. Regrettably, it seems that this notion has been neglected by many retail establishments. From boutiques to high-end department stores, the passion for fashion and the desire to create unforgettable shopping experiences have faded away, replaced by distracted and disinterested staff.

Fashion is an art of inclusivity, where every individual should feel celebrated, regardless of their age or body type. It is time for retail buyers and store owners to reflect upon the importance of diversity and inclusivity in their offerings. The magic of personal shopping assistance must be revived, where every customer feels seen, heard, and valued. To quote my mother over the last two decades: “Nothing in here screams buy me.” And I feel like this only happens when you not only have a great product offering that is well curated, but also the magic of customer service. That nonjudgemental helpful hand that is just genuinely happy to help.

To bridge this gap, retail buyers must actively engage with their customers, understanding their preferences and challenges. Embracing diversity within their buying teams will enable a more comprehensive curation that cater to various age groups and body types. Fashion designers and brands, too, have a role to play by expanding size ranges, and creating clothing that is not only functional but fills a gap in the market. I don’t remember the last time I saw a 20-something spend over $400 in a store, but I do remember seeing countless 40+ year-olds spending over $1,000 without a second thought. Know your client, know who will spend, know what to put in front of them.

Retailers need to find and train knowledgeable passionate staff. Ongoing training is vital, making sure your team understand the customer profile of who shops with you. Ask customers, ask staff, what do they see that the store needs to change. Rediscover the art of exceptional customer service and become ambassadors of style, knowledge, and enthusiasm. Your team must recognise that fashion is more than just garments; it is a transformative moment to feel amazing, confident and dare I say it –beautiful.

It is up to us – retailers, buyers, brands – to take the lead and create a customer experience that is not just a transactional exchange but a warm embrace of creativity, style, and joy.

Nisa Is Closing Its Doors

After five years of making clothing and careers, the Nisa workshop is officially closing its doors in July.

Founder and CEO Elisha Watson put Nisa on the market at the start of the year, but negotiations fell through.

“We have tried every trick in the book to keep our social enterprise going, but we’ve got to the point where we’re not in a financial position to continue operating without a buyer to inject capital,” Watson says. The underwear, activewear and swimwear label was founded in 2017 to provide women from refugee and migrant backgrounds in Wellington with their first job in Aotearoa, New Zealand.

Nisa’s goal was never to provide a job for life but rather to provide a launchpad for careers in New Zealand, Watson said.

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