Top Shop's style advisors to visit shoppers at home

Fashion retailer Top Shop, owned by tycoon Philip Green, is launching the first high street bespoke shopping service that brings product directly to customers.

The Top Shop To Go initiative is an extension of the style advisor service introduced in stores three years ago. The retailer found that customers making use of trained style advisors spent 100 per cent more than the average 'walk-in, walk-out' customer.

This free service is being offered on a trial basis to shoppers in their homes, offices or hotels.

Customers phone up with a brief, such as finding an outfit for a wedding.

The team loads a van with garments and style advisors and drives to the potential customer. At present, the service is only being offered to shoppers within the M25, but will be extended if successful.

Top Shop hopes to win new customers and provide added value to loyal shoppers. It is especially targeting people who have little time to shop, but are reluctant to use its Web site.

'The site does our way of making it happen,' said a spokeswoman.

'The profile of the target market is women who have a high disposable income, but not much time.'

The venture should be profitable because of the higher spend, she added.

Top Shop will market the service via in-store promotions, its Web site and press features, including a piece in the Sunday Times Style section next week.