Evans introduces style advisers as trial proves a hit

Plus-size womenswear retailer Evans has drafted in style advisers to 22 shops following an in-store trial last November.

Evans brand director Trisha Magowan said the advisers would help larger, and sometimes less confident, customers to put together suitable outfits.

'Our customers don't always have the self-confidence to mix and match, and put outfits together,' she said. The advisers have been particularly successfully in the 18 stores in which Evans has introduced its bridalwear collection, but lessons learned are also being applied to improve customer service in all stores.

In the past week, Evans has also introduced a 20-piece tall women's range to 20 stores. A coordinated beachwear range was rolled out to all stores two weeks ago. Magowan said that tall, large women are underserved by mainstream fashion retailers.

Evans, part of the Arcadia Group, has 323 stores and is aimed at women aged between 20 and 55.