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Image
Consultants Are in Style
Magazines
and television programs seem to be full of people telling other people
how they can look better and project a better image. But who are these
people offering the advice?
Some of the people on makeover shows are image consultants. Of course,
there are many image consultants working outside of television -- and
their numbers are growing.
"The abundance of TV makeover shows featuring stylists transforming
ordinary people has had a huge influence on men and women entering this
field," says Joanne Blake. She is an image consultant.
Image consultants are a growing force in business world. In our
image-conscious society, more professionals and corporations are
seeking advice from image consultants. Because of this, many people in
the field see a bright future for the field. Just don't expect it to be
easy.
"I think it is a realistic way to make a living," says image consultant
Brian Lipstein. "Just look at how many individuals are doing it.
"From a student's standpoint though, it isn't going to be the easiest
way. There is a certain mindset that must be maintained to operate as
an entrepreneur. It takes discipline, knowledge of the industry,
knowing how to plan and some business knowledge. They will also have to
learn within the industry."
Blake agrees that starting out as an image consultant takes a lot of
dedication. But she believes things are a little easier now. "In the
early years of my career, it was a challenging way to earn a living,"
she recalls. "People didn't know what an image consultant was. It has
become a lot easier thanks to greater exposure to our industry via the
media."
In addition to media exposure, the Association of Image Consultants
International (AICI) has given a voice to the industry. Founded in
1983, the association established a code of ethics and offers many
opportunities for learning and accreditation. And there's a lot to
learn.
"Image consultants are specialists in visual appearance, verbal and
nonverbal communications," Blake explains. "We may work with individual
clients to assist them in attaining authenticity, self-confidence and
credibility. Or we can work with corporate clients and teach them to
express their company's goals by aligning appearance, behavior and
communications."
Clearly, there's a lot more to this career than telling someone they
look best in navy blue.
"Image consulting encompasses a wide variety of services," Lipstein
explains. "Most image consultants specialize their practice in some way
or another."
Some specialized areas include:
- Consulting
with individuals and corporate professionals
- Delivering
"Dress for Success" seminars to groups
- Offering
etiquette seminars (business, dining, international etiquette, etc.)
- One-on-one
personal shopping and wardrobe consultation
"Image
consultants serve their clients in a variety of ways, depending on the
perceived need," Blake says. "Services could include wardrobe
selection, color analysis and personal shopping. Or they may help with
body typing and hair and makeup analysis. Then there's voice coaching,
body language training, and etiquette and dining training."
Blake entered the fashion business more than 20 years ago. She took
formal training at a private image consulting school before offering
her services to individuals. Today, she speaks and trains for
corporations and at conferences and conventions.
Lipstein started image consulting as an added service to a tailoring
business based in Philadelpia. With a business partner who carried on a
tailoring tradition that went back four generations, Lipstein was able
to branch out.
"As I studied for my certification test, I began to realize the
importance of image in business and the breadth of what the industry
covered. With the realization of the importance, I began to figure out
exactly what area of the industry I wanted to specialize in and have
worked toward that."
Now he is an expert in the menswear field. Specializing in men's
fashion proved to be a great tactic for a male image consultant. While
men are a definite minority in this field, that has not been a bad
thing for Lipstein.
"Being a male in a heavily female dominated industry isn't that great
of a challenge," he says. "I actually think it has helped me to
establish myself since I have less competition within the same sex. You
definitely stick out as a male, and can make yourself known."
Making yourself known is just one of the challenges new image
consultants face. Both Lipstein and Blake point out that succeeding in
this career takes dedication, stamina and a wealth of skills.
"One needs to be a self-starter and be highly motivated," Blake says.
"They also have to have good networking abilities and strong
entrepreneurial skills. They need to know sales and marketing, be
outgoing and pleasant, and have a passion for helping people."
For those meeting the requirements, image consulting can offer a lot of
variety. Professionals in the field could find themselves working at
high-end retailers. Some of these have formal positions for image or
fashion consultants. In this role, they would help the store's customer
base in wardrobe selection.
But most image consultants are entrepreneurs who decide who they want
to work for and what services they want to offer. Full-time hours could
mean working evenings or weekends, especially if the clients are
professionals who work their own jobs during the day. There are also
consultants who work part time due to family commitments or other
considerations.
In practical terms, Blake feels that roughly 10 percent of image
consultants earn more than $75,000 per year, and the remainder earns
less than that. That's not counting those who have celebrity or very
affluent clientele.
"There are many variables, such as what the market will bear in one's
geographic area or whether one is a fashion stylist working with
celebrity clients," she says. "Corporate trainers and professional
speakers generally do well. I know of personal shoppers and others
working with individual clients who make a very good living."
"There is plenty of work out there for everybody in the industry,"
Lipstein believes. "You just have to know how to sell it correctly and
maintain the relationship so that it becomes repeat business. With the
achievement of certifications and credibility, image consultants could
have the ability to earn $5,000 a day or more with the right niche
focus. There is certainly lots of potential."
To reach that potential, image consultants need to have a business and
marketing plan. They should identify a target audience, set goals and
be prepared to reevaluate them, and have a strong support system.
Blake also recommends that students obtain some experience in a retail
environment or apprentice with an established image consulting firm.
This helps them gain valuable business and fashion expertise and
maturity. They can also visit the AICI website for recognized image
consulting schools.
"Students would probably want to look for a course about business
planning, market research and possibly time management," Lipstein adds.
"For image courses, go with something you find that you can afford to
start. There are plenty of books and courses available, and it will
most likely be a combination of both when getting started."
Once established, image consultants can expect a very satisfying
career.
"It is satisfying to make a positive difference in somebody else's
life," says Lipstein. "When they put your advice to practice and begin
to see results, they will come back to you and provide feedback
immediately."
Blake agrees. "This is a profession where you can change people's lives
and increase their self-esteem. It's very gratifying work."
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Net
Sites
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Association of Image Consultants International
A great place to start your research, this site offers training
resources, information about accreditation and more
http://www.aici.org
Style for Success
Learn more about Blake's business
http://www.styleforsuccess.com
Henry A. Davidsen
Lipstein's company offers a variety of services
http://www.henrydavidsen.com
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