Founded by two adventurers in 1988, FatFace is a fashion brand that ensures community is one of its central company values.
In 2013, FatFace joined the Bangladesh Accord on Fire and Building Safety. In 2021 the company launched FatFace Preloved Reloved in the UK to help customers give their unwanted clothes a new home. More recently, it became certified as a B Corp business in 2023.
Building on this, the business recently launched its new in-store personal styling service – Face to Face – as part of its wider customer experience investment.
In keeping with the company’s “down to earth” and “authentic” personality, the initiative is said to offer a “relaxed approach to personal styling” and has been designed to help shoppers with “expert guidance to suit their needs and style”.
The service is initially being trialled across six stores – Belfast, Chester, Derby, Horsham, Norwich and Wimborne – with the ambition to launch in additional shops over the coming year.
Alongside this, FatFace has also rolled out a WhatsApp channel for customer enquiries, as it continues to focus on “enhancing the customer experience”.
The clothing specialist joins retailers such as John Lewis, Hobbs, Flannels and Mint Velvet who already offer personal styling services.
FatFace is no stranger to connecting with its community.
The business recently hosted two Mother’s Day in-store styling events at its Chester and Norwich stores, hosted by celebrity stylists MotherShoppers.
The brand also launched the FatFace Foundation in 2009, designed to “make a positive and enduring difference to the communities where FatFace design, source, manufacture and sell their products”.
FatFace even has a dedicated “community” section on its website, showcasing its work with charities including Shelter, Marine Conservation Society, and National Forest.
Fittingly, FatFace stores director Karen Johnston explains that the retailer launched its in-store styling service to provide “another great way for us to connect with our customers who may want tailored support in choosing outfits and styles”.
“It allows us to be more inclusive, supporting our customers however they want to shop,” she says.
The Face to Face service works by offering shoppers “complimentary one-to-one appointments” with its dedicated in-store stylists.
Customers are able to book the free appointments online up to two months in advance, with themed sessions including “All About The Basics,” “A Sense Of Occasion,” “Wardrobe Transformation” and “General Style Advice”.
Upon selecting a session, customers are given written questions to answer, including “Do you feel there’s something missing from your wardrobe?” and “Are there any shapes, styles or colours that you love?”
Alternatively, shoppers can opt for walk-in appointments where available.
Johnston explains: “Each session is tailored to the individual, whether they’re refreshing everyday staples, building a wardrobe or shopping for a specific occasion.
“Stylists take time to understand each customer’s preferences and prepare in advance to guide them through options that suit their style and lifestyle.
“It’s designed to feel like shopping with a knowledgeable friend – easy, relaxed and with no pressure.”
A “relaxed and welcoming approach” to personal styling
The launch comes as FatFace continues to invest in enhancing the customer experience across its physical and digital channels.
Johnston says the styling service will achieve this by giving shoppers “the chance to spend dedicated time with an expert, understanding their personal style and sparking new ideas for their wardrobe”.
She points out: “In today’s fast-paced world, it offers an opportunity to slow down, take time for themselves and be inspired by our range.
The exec highlights that its stylists have received “bespoke training” to guide shoppers through the
experience, which she says complements its in-store service programme.
Although rival retailers with personal styling services include Selfridges, Liberty London and Whistles – which are notably all premium brands – Johnston insists that FatFace had “kept quite focused on what we as a business want to deliver” rather than“trying to mirror what is already out there”.
“We want it to feel like FatFace,” she insists. “Providing our customers with a relaxed and welcoming atmosphere which empowers our customers to explore new pieces they’ll love to wear every day.”
“Hopefully we have done just that, and we’re excited to see how our customers respond to the new service.”
“Putting the customer at the centre of everything we do”
Alongside its new styling service, FatFace has launched its new WhatsApp channel which is designed to give shoppers a “quick and convenient way” to contact the business for support with orders, returns and general enquiries.
It seems to be performing well. Since its launch, FatFace claims it has seen 18 per cent of its customer service contacts coming through the channel.
The retailer says its customer service team aims to respond to all of its WhatsApp messages “within the hour,” a target which has apparently been “achieved 98 per cent of the time” over the course of its spring summer 2026 season so far.
Johnston says that the WhatsApp channel complements its in-store styling service since it was “all part of putting the customer at the centre of everything we do and creating the best possible experience for them.
“The WhatsApp channel has seen strong uptake from customers and allows them to interact with us in the way that suits them – which is really important” she adds.
It seems that FatFace is determined to give its shoppers great customer service wherever they are.
And whether they’re shopping in-store or from the comfort of their couch, the strategy is well in keeping with the omnichannel approach consumers expect from retail today.
Click here to sign up to Retail Gazette‘s free daily email newsletter
