Perfecting the look, head to toe

December 29, 2005 - 7:36 p.m. Copyright 2005, The Associated Press. The information contained in the AP Online news report may not be published, broadcast or redistributed without the prior written authority of The Associated Press.
Want to comment? Sound off at soundoff@ap.org.

Associated Press - December 29, 2005

Samantha von Sperling, director of New York-based Polished Social Image Consultants.
(AP Photo/HO)

Written By Vanessa Petit

More people are turning to image consultants to revamp their wardrobes -- not to mention their diction and ballroom dancing skills, as Vanessa Petit explains.

If you're going to meet the Queen of Denmark, you'd better have your act together.

When Clarissa Rodriguez found out she would be meeting Danish royalty, she was riddled with anxiety and trepidation, asking herself: What do I wear? How do I act?

"I wanted to be able to act natural, feel comfortable and appropriate across all borders and boundaries. It's not everyday that you meet the Queen of Denmark," said Clarissa Rodriguez, 40, who is from Boston and who makes a living as an organizing and productivity consultant for businesses and homes.

Even though Rodriguez's job is to help clients to cut down the clutter and be more efficient, her own closets were bursting at the seams. And yet, she had nothing to wear.

"That's when I made the decision to call Samantha," said Rodriguez and added, "that's when my journey of the recreation of my image began."

Rodriguez got a house call from Samantha von Sperling, director of Polished Social Image, a consulting firm specializing in wardrobe, etiquette, ballroom dancing and diction.

Von Sperling, who met Rodriguez on a TV show in Boston, inspected her client's closet and helped her trim the fat. Rodriguez kept some basic clothing and threw out the dated, worn-out items she'd had for decades.

Then came the fun part: They went on a $1,000 shopping spree -- not including von Sperling's fee -- and spruced up Rodriguez's wardrobe.

"Samantha has taught me so much about what looks good on me. She has given me a framework, introduced me to new colors and textures," Rodriguez explained. "When I leave the house I feel like a million bucks."

And like many image consultants, von Sperling's expertise extends well beyond her clients' threads.

"I am interested in the social packaging," said von Sperling, 34, who teaches dining etiquette, polite conversation, even seduction. "I never see a person's social behavior and how they dress as separate entities. Everything you do and say says something about who you are and affects how you are perceived by other people."

Her wisdom does not come cheap -- it comes at [$300 - $450] an hour.

Von Sperling works with clients from all walks of life. She works with men as well as women, and sometimes helps out with weddings. She'll even teach the basics to couples seeking dancing lessons.

"Now I'm in my holiday shopping phase," explained von Sperling, whose clients often seek her assistance with their shopping lists.

In the late 1980s, department stores started offering personal shoppers for their clients, a concept that has evolved into image consulting and revamping entire wardrobes.

Jordana Szpiro sought out von Sperling because she wanted to find basic, comfortable work clothing. Szpiro, a podiatrist and felt she always had messy shopping experiences that left her with clothes she ultimately would not wear.

"Some people are just not good at stepping out of themselves and analyzing what works for them," said Szpiro, who now wears skirts to work -- something she never would have considered before meeting von Sperling.

"It used to be that luxury was only for the classes. But it's been reinterpreted down to the masses," said Pam Danziger of Unity Marketing, which studies luxury retail trends. Pointing to shows like "What not to Wear," she says more people want help keeping up with ever-changing styles.

Elena Castaneda, director of New York Image Consultants, says demand for her services has grown exponentially over the past couple of years.

"People are coming to terms with the idea of hiring someone to help them get dressed, and once they go through the process and find their sense of style, they can never turn back."

The growing number of time-starved businessmen and women, soccer moms and college students has been very good for business at her company.

"Their time is an issue. They are overworked. They wake up and are brain-dead and they just stare at their closet and don't know where to begin," Castaneda said.

To help our her clients keep up with their wardrobes, she creates books of photos of the outfits they've purchased.

"They are 8 by 10 photos that they can flip through with everything that they bought," she said. "It's all contained in the photographs so they can have a sense of what goes with what. It's a no-brainer. They wake up in the morning and their lives are saved."

Castaneda charges $250 an hour, or $1800 a day. Her clients can spend anywhere from $3,000 to $50,000 on their new clothes, depending on the season and where they shop. (Fall and winter are more expensive than spring and summer, mostly because of the outerwear, Castaneda explains.)

"It's very easy to fall into the 80/20 rule, where you use 20 percent of your clothing 80 percent of the time," Castaneda said. "It's a huge investment to change your whole wardrobe, but in the end, you are actually saving money."

Castaneda, who works mostly with men, says her clients are often very hush-hush about seeking her out.

"Shows like Queer Eye for the Straight Guy are bringing image consultants and stylists out of the closet and more men into the game," Castaneda said.

See it online:

http://www.socialimage.net
http://www.newyorkimageconsultant.com
http://www.unitymarketingonline.com

Serving Clients Worldwide

75 West Street, Suite 8E, New York, NY 10006

New York City 646.644.4300 www.socialimage.net