China sees boost in personal image consultancy

Most people go shopping to spend money, but Shi Dashi from Xi'an city, northwest China's Shaanxi province, does it to make money!

Shi Dashi offering suggestions to a customer during a shopping trip. [Photo: hsw.cn]

She’s one of a growing army of image consultants and fashion buyers pacing the shopping streets and malls of China advising clients on what to wear and how to wear it.

On a good day, she can earn up to 1000 yuan (US$147) per hour, recommending clothes, shoes, handbags and accessories to spruce up the image of a customer.

Shi Dashi offering suggestions to a customer during a shopping trip. [Photo: hsw.cn]

"When people buy clothes, they are quite emotional, as they usually rely on their preferences or follow fashion trends, and sometimes, they may be influenced by people around them. My job is to rationalize and professionalize their dress codes," says Shi.

Shi Dashi, an image consultant and fashion buyer in Xi'an city, northwest China's Shaanxi province. [Photo: hsw.cn]

Customers have come to regard her as a mobile stylist, upgrading their overall look by designing their hairstyle and makeup, selecting the color and fabric of clothes, and picking accessories to match their personalities.

Each client is different so Shi must spend a long time communicating with the customers, to find an image that’s just right for them. 

Starting the job in 2006, Shi set up her own fashion studio in 2013.

Shi Dashi's image consultancy fashion studio. [Photo: hsw.cn]

Most of her customers are aged 35 to 40, and range from housewives to businesswomen.

She also has some male customers who are eager to make a bigger impression in the workplace, on a blind date or even at home, through improving their appearance.

"Although it's still a niche market, I'm glad to see the industry being more widely recognized and accepted. People's consciousness of shaping their external image is growing. I believe this kind of pursuit of beauty can gradually influence a person's state of mind and attitude toward life," Shi adds.