By Elizabeth Cloutman

Photo by Clyde Noel, Town Crier Correspondent

Weary of chain stores and the lack of personal service at regional malls, local shoppers can find relief while browsing for fall fashions at the seven women’s apparel stores located in Los Altos. The shops feature this season’s best styles in a variety of colors, as well as the quality and personalized service customers prefer, local merchants said.

The look for fall includes classically styled clothes in muted or neutral tones, accented with touches of bright color and accessories such as jewelry, scarves and belts.

“The fashion industry is going toward an updated, contemporary look with fit and coverage,” said Sharon Clark, owner of Dash Apparel in downtown Los Altos.

Lynda Newlon, owner of Acacia confirmed the trend. “I see things as being very fun and very clean,” she said.

Suits, which have been popular in past seasons, have given way to narrow trousers with slightly flared bottoms and dresses and skirts with softer lines.

“Silicon Valley companies are moving toward more casual work attire,” said Simonne Tregon, owner of Cambric Ltd. on Second Street. “Our focus is toward softer dressing.”

Clark noted her customers are selecting midcalf skirts more often than trousers to wear to work.

Malana Goodrich, a sales associate at Anniki, said her store, owned by Lawrence Mardini, also carries some miniskirts, although “not super-short ones.”

Accessories such as costume jewelry, belts and scarves are also popular this season. “Costume jewelry makes a statement,” said Rose Hartman, owner of Hartman’s Fashions in Rancho Shopping Center. Lee Murphy, owner of Calla Clothing & Accessories, sees the latest styles including ribbon belts and one with initialized buckles. Clark noted the versatility of accessorizing. “You can make a change in scarf and jewelry to dress for the evening.”

Colors for fall and winter include camel, browns, gray, dark and olive greens. Hartman and Azar Abdollah, owner of Oz Boutique noted burgundies and reds are also trendy. Cambric Ltd. carries outfits in neutral colors accented by spicy oranges and lime green.

Shoko Hirabayashi, owner of Shoko of Los Altos, said she doesn’t select colors thinking of fashion trends. “I always think of my customers, their hair color and skin color (when buying clothing).”

Thinking of their customers appears to be a common thread of all the Los Altos women’s apparel shops. Abdollah noted that she always asks apparel merchandisers what other Los Altos stores are buying so she won’t duplicate items.

“When we go to market, we have people representing three different age groups,” Tregon said. “We all put in our ideas. We definitely have customers in mind.”

Hartman said she keeps track of her customers’ favorite colors and brands, and will notify them when fashions come in for the season.

“You’re dealing with friends (in Los Altos), so going to work is a different feeling,” Clark said.

Summing up the fall fashion scene wisely, Goodrich said, “What’s always in style is what’s flattering to a woman.”