RETAIL : Clerks at Renovated Brea Mall Trained to Size Up Customers’ Clothing Styles

When a customer walks into a clothing store at the Brea Mall next month, chances are that the sales clerk will already have judged whether that customer is an “alluring” dresser, a “traditional” person or has the “creative” look.

Since June, more than 100 salespersons from clothing stores at the mall have attended a seminar by two fashion consultants to learn how to better recognize customers’ clothing tastes.

It’s all part of the mall’s “universal style” promotion that begins Sept. 13. The promotion is designed to introduce shoppers to the 30 new stores at the recently enlarged mall and boost sales during the important fall fashion season, mall officials explained.

“We needed to get the word out and help our merchants to develop their customers,” said Judy Gray, regional marketing manager for Corporate Property Investors of New York, which owns the mall.

Gray said that she hired two fashion consultants, Diane Parente of San Francisco and Alyce Parsons of San Jose, authors of the book “Universal Style: Dress for Who You Are and What You Want.” Under their guidance, most of the fashion stores will be adhering to the program of helping shoppers achieve the look that fits their personality and personal goals. A “colorful” dresser, for example, is someone who is showy and wants to attract attention--a look that conveys confidence and leadership.

The promotion will open Sept. 13 with an evening fashion show. Parente and Parsons will conduct seminars on Sept. 13-14 on hair, makeup and accessories.

Gray said the promotion comes at an important time for the mall: After the Christmas shopping season, the autumn fashion-buying period is the most important time of the year for clothing retailers.