#21 Personal Stylist Packages and the Rise of The Capsule with Jessica Ryan

In this episode, I’m chatting with Jessica Ryan who is a Multi-Award Winning Personal Stylist about personal stylist packages centered around capsule collections and how she has successfully launched these to hew niche clients.

Based in Victoria, Jessica has built her successful business on her ability to style the ideal capsule wardrobe and bring this styling solution to regional clients.

Out of all the personal stylist packages, it’s the concept of the ‘capsule; that captured Jessica’s interest.

During Jessica’s 10 years in the retail fashion industry, she developed a curiosity for women’s consumer behaviour and how to make the perfect ‘capsule wardrobe’.

As a result, Jessica experimented with a capsule wardrobe herself, living with a 40 piece wardrobe for 3 years, resulting in a perfect balance between fashion obsession and mindful shopping.

From a marketing perspective, I wanted to understand how Jessica was able to reach her niche client and present unique personal styling packages that solved their specific issues.

As a result of Jessica’s clever marketing strategy, she has been able to build a highly engaged audience and recently launched a sold-out online program, developed in partnership with The Styling Advisory.

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[00:00:10] How Jessica started her journey in the fashion industry and discovered the alarming message of always buying new, more, now

[00:01:00] Becoming a mum and her decision to live with a 40 piece wardrobe

Personal Styling Packages and The Launch of The Capsule

[00:01:34] The cathartic nature of a capsule wardrobe

[00:02:00] Becoming a mother and losing touch with our identity

[00:04:00] The decision to start reconnecting what what Jess loved through fashion

[00:04:42] What makes her clients decide to take that step too

[00:06:00] A focus on mindfulness and intention with how we shop and build our wardrobe.

[00:08:24] The turning point when bookings started to come in

[00:09:54] The inception and success of The Rack image; reducing the overwhelm for the client and showing them a beautiful collection

[00:12:00] The idea that a capsule brings a sense of control

[ [00:13:00] The weekly rack challenge

[00:13:51] Bringing your services to life with a visual image

[00:15:00] Every stylist’s marketing plan is unique, it’s not a one size fits all.

[00:17:55] The overwhelming side effect of client growth and the benefit of taking things step by step. Just pick something to work on and ignore the rest!

[00:20:28] Just create something people care about

[00:22:05] Making sure that my community are getting something from me whenever I show up. And that’s it.

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