Wang Sisi used to be in a quandary over what outfit to wear, or which shade of make-up to apply, to work or for an evening out.

"I used to be afraid that my dress would not be suitable for the occasion," says the 28-year-old, who works for a joint venture in Beijing.

No chauvinism intended, but it sounds like typical women's indecision.
 
Now, thanks to professional help in the form of a fashion consultant, she is much more decisive.

The consultancy is provided by Eve New York, a US women's garment producer, which has recently launched the service in China.

Shen Hong, president of the company, says the consultants not only help customers choose the right dress for a certain occasion but also offer tips on how to dress.

"For example, we tell them what kind of brooch goes with a silk scarf," Shen says.

The company used to provide such services at its outlets all over the country but has now extended it with consultants who check out the wardrobes of customers and advise them on what they need to buy.

Wang Tianshu, an official with Ximan Color, another forerunner in this sector, says they choose a color tone for a customer according to skin and lip color and facial complexion. Such consultancies first appeared in the United States in the 1980s but really matured in the form of an industry in Japan.

Yan Xiuzhen, chairwoman of the China Hairdressing and Beauty Association, says the business was introduced to China in 1998.

"It was a tough beginning," Yan says, "because few people at that time felt the need for such a service."

Shen says she had to mould the business, which she learnt in the United States, to suit local conditions.

"We picked colors and styles most suitable for Chinese women," she explains.

Wang says her company had designed a color-analyzing system, which is more complex than the one that originated in Japan.

Ximan Color did not make any money until 2001 but profits have been growing at a good clip since then, she says.

Yan believes the market began to take off since last spring with an increasing number of enterprises joining in the fray.

To cope with the demand, Ximan Color has increased training courses for fashion consultants.

When it started the courses in 1998, there were only five to six students in a class but now the company has trained about 4,800 consultants in Beijing, Shanghai and Guangzhou. Some of the graduates have opened consultancy offices themselves.

Yan believes that the industry's prospects are bright because Chinese are increasingly becoming fashion-conscious.

"At the very beginning, it was a luxury service for some wealthy women," Yan says. Now, there are many more seeking the service and along with that charges, too, have come down.

Wang says the price for a consultancy package has been lowered to 2,600 yuan (US$313).

In fact, says Shen, the charges for a wardrobe assistant are a mere 10 yuan (US$1.2) per hour plus transport expenses.

Consequently, more and more white women executives are hiring consultants.

And it is not just women.

"I am glad to notice that men are also showing strong interest in the service," Yan says. "Currently, most are entrepreneurs."

Meanwhile, Yan admits there are some problems in the industry.

"The quality of service depends on consultants' taste and experience," she says, adding that this may result in dissatisfaction or even disputes.

Another issue that blocks growth is the lack of formal regulations.

"We hope the government agency will draft provisions for the industry as soon as possible," Yan says.

However, she says, it is rather difficult to do so because the service provided, unlike specific goods, is a subjective matter and cannot be evaluated.

"Anyway, we will help the government to draft regulations and strengthen management of the industry."

(China Daily July 18, 2005)