“Hi, how are you today?”: Meet those outside Melbourne’s dressing rooms helping you buy better

Five retail assistants at Emporium Melbourne share the art behind their practice.

A good sales assistant knows how to read you. They’ll leave you to browse in peace if needed and be there for guidance on fit, size and styling before you even think to ask. A great sales assistant is more akin to a friend. They’ll whisper about upcoming sales, listen intently as you offload trivial gripes about work and exes, and offer emotional support as you blink back tears under the regretful downlight of a changing room.

Of course, not every client is the friendliest, and the grace, tact and deftness I’ve witnessed across sticky situations in the retail industry is unmatched. The negotiation skills of some store managers would give the country’s politicians a serious run for their money.

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Great retail service is an art, practised by all those who work within the industry and perfected by only a few. Those who do it best know there’s much more to it than selling products: style, culture and community are the pillars that drive some of the country’s best retail spaces. It’s certainly the case at Emporium Melbourne, which has set the standard for Australian retail since it opened 10 years ago. Just ask the teams who work there.

Bianca, area manager at Rebecca Vallance

“Retail isn’t just nine to five, it’s not just one approach. If a person has some time to spend, they like to chat and are inquisitive about playing around with different styles, I will ask a lot of questions. But if they know exactly what they want then I love to let them guide the experience and I can add to that with suggestions. It also depends on the occasion, if they’re after something very specific for a wedding or a party. That’s part of the fun, every customer’s needs are different and no day is ever the same.”

Cooper, assistant store manager at Aje

“We have customers come in and say, ‘Oh, it’s so refreshing to see a male working here! How do you find wearing the clothes?’ I think my presence is breaking a stigma for people in terms of androgynous dressing. It’s really freeing to be a part of that because I don’t think clothing needs to be so masculine or so feminine when there is that spectrum. We’ve had men, or non-binary people who are more male-presenting but may not feel that way, and they come in quite timid. We make such an effort to make the space feel warm and the fitting rooms feel welcome because the fashion landscape can be so intimidating.”

Madi, store manager at Viktoria and Woods

“I think people might underestimate the impact we can have on someone’s day or week, or life, depending on the connection you have with the customer in the moment. I think they also underestimate how we can change someone’s idea of style. You can see a customer and assume they dress a certain way, but maybe the way that they actually want to dress is completely different. Seeing what they wear when they come in is always a good indication but there’s more beyond that. Getting to know what they feel confident in, and what sort of textures and fabrics they like, is really important.”

Anthony, creative director and designer at Et Al

“We all know how it feels when you go into a high end store and don’t get acknowledged because you don’t look a certain way or look like you have money. At Et Al, we offer the complete opposite and often we have clients say, ‘I was intimated to walk in your store but your staff are so lovely.’ We aren’t here for the hard sell, we are here to build relationships with our clients, so we often say, ‘Take that off, we can find something better for you’ and a lot of our clients appreciate that honesty.”

Felicia, casual retail assistant at Oroton

“I like to encourage customers to not be afraid to try. I’ll always ask them first how they feel about trying certain clothes because it’s essential for them to feel comfortable and confident. But I’ll also help them to experiment with different styling and give them ideas on how they can elevate a look, according to what they like. I love giving someone styling ideas because it’s what I’ve been doing since I was a kid. I would style my whole family, it’s always been my hobby.”

Lexi, retail sales assistant at Ksubi

“For me, personally, I come from a design and styling background, which customers may not always expect on the shop floor. I guess they would expect that from someone behind the scenes or in head office, but to get that information on the shop floor is invaluable. I find my customers are surprised by my knowledge and passion about our product – which comes down to even the cut, construction or fibre makeup of the product they’re holding. I love to see the shock in a client’s face when they ask me a question and I can elaborate. It makes them a lot more confident in taking that step and making their purchase.”

This article was originally published in Fashion Journal issue 195. 

To better acquaint yourself with the teams at Emporium Melbourne, head here.