Even for the most seasoned shopper, finding an outfit that fits and flatters can be quite a chore. For the blind or visually impaired it’s nigh on impossible, according to recent research by the RNIB. Until now that is. Jacqui Ramsey finds out more.

So many of us take our sight for granted, not least when it comes to shopping for clothes. After all, it’s all about the ‘look’, in more ways than one. There is a particular pleasure to be derived from clapping eyes on that perfect piece for an occasion, especially after considerable time spent perusing rails of clothes in a plethora of shops.

So when your sight suddenly fails you this is yet another practical and emotional hurdle to face. Simply navigating a shop floor, let alone finding what you want, can become fraught with frustration, as Margaret Young, 62, discovered five years ago.

With a sudden 75 per cent loss of her eyesight, she found that her joy of shopping rapidly turned into nothing short of a nightmare. “I have problems with reading labels on clothes – the size, the price and what garments are made of. And I can’t distinguish between lots of colours”, she says. “Sometimes the size displayed on a hanger doesn’t match the size of garment hanging on it but you only discover this when you’ve got as far as the changing room.

“Endless trips from changing room to the shop floor proved utterly exhausting and I’d often end up going home empty handed and feeling deflated.”

Convenience

But now she’s experienced the charms and convenience of a personal shopper at Debenhams, the first major retailer on the British high street to offer a tailor made shopping service for blind and partially sighted customers.

Launched last November, the pioneering service is the latest in a line of diversity campaigns, which has seen Debenhams use disabled models in national window campaigns, ban air brushing in photography and use models in their 40s, 50s and 60s.

This time, Debenhams’s personal shoppers have been put through a training programme devised by the Royal National Institute for the Blind (RNIB), where their communication skills are honed and they gain a greater understanding of the problems that the blind and partially sighted customer has to face.

Participants learn how to describe the key features of a garment and their style, as well as those of accessories. Intrigued, I wanted to find out just how efficacious this new service is. So I met with Margaret, along with personal shopper, Laura Townsend, on the second floor of Debenhams’ Bristol store, to see for myself.

Clipboard in hand and pen ahoy (after genial greetings), Laura gently launched into a comprehensive list of questions to garner vital information on Margaret’s size, style, colour preferences and disability. And of course, what she is looking to buy (separates on this occasion and maybe a jacket!).

‘This service gives me confidence’

Then Laura headed to the shop floor to pick out some clothes, while Margaret waited patiently in a spacious changing room that would easily fit in a wheel chair or three, with full length angled mirrors to give an impression - depending on your eye sight, of course! Laura’s initial choices were rejected outright by Margaret as too “fuddy duddy”. “I don’t want to look frumpy”, she asserted.

A second foray brought back skirts and tops that hit the mark, though the flecked tweed jacket that Margaret admired was not available in her size. Laura talked through her selection describing, in particular, the fabric of a taupe a-line Kalico skirt that had a gorgeous yet subtle shimmer.

Eventually Margaret settled on three skirts and three tops, including the Kalico skirt. Result! So how has Laura faired? “She was a breath of fresh air”, remarked Margaret afterwards. And I had to agree. Immaculately turned out - which inspired confidence - and not a patronising bone in her body, she ticked lots of boxes.

“My eyes don’t give anything away. You can’t tell by looking at me that I’m visually impaired”, said Margaret. “I like to be seen as normal. And I like to be independent. This service has given me the confidence to go clothes shopping again, and know that I can get a complete outfit that is co-ordinated, all in one shop, with the aid of a personal assistant”, she smiled.

The service is now available in all 167 Debenhams stores across the UK and Ireland For both men and women.

To book an appointment customers can call: 08445 61 61 61

If you or someone you know has a sight problem RNIB can help. Call the RNIB helpline: 0303 123 9999

Or visit: www.rnib.org.uk