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         Mystery Clothing Shopping 
           

Adriana Galgano is an Ottantaventi senior partner, instructor in Italy and abroad for companies of National and International importance. 
She coordinated our Mystery Shopping in Europe.

All experts agree. Clothing is ever less purchased on impulse. It means that it is ever less sold by itself.

Therefore today strategy, communication and marketing techniques are important in order to sell clothing. This is witnessed by the arrival of managers coming from other sectors at top job positions in fashion. 

An ever more important issue is salespeople’s professionalism in order:

• To motivate the customer who hasn’t made their purchasing decision yet
  

• To increase the customer value with cross selling and up selling 

We verified the state of art in the most famous clothing stores in the main European capitals: 

Paris
London
Barcelona
Rome
Helsinki
Dublin
Milan

We took into consideration the following market segments:

• Prêt-à-porter
  

• Casual wear 
  

• Clothing for young people and jeans

We visited:

• Single brand retail stores
  

• Multi-brand retail stores 
  

• Megastores
  

• Department stores 
  

We will present the results of our Mystery Clothing Shopping at the special edition of the Course "How to Train to Sell Clothing", dedicated to Training, Retail and Store Managers.

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