A charity in Lincolnshire is taking on Britain's exclusive clothing outlets by offering a personal shopping service.
Customers at the Oxfam shop in Lincoln have been registering their details with staff and telling them what kind of clothes they would like.
Items are then selected from donations and put to one side for the buyer to try on. The free service has already raised £1,775 in its first month.
Oxfam's Billy Garnett said he wanted to see more shops follow suit.
Mr Garnett, who is Oxfam's head of finance, said: "It is a really ingenious idea. When people see they can get this sort of personal service at Oxfam, it will change traditional views of what the charity shops offer."
Adrian Thacker, manager of the Lincoln store where the idea has been piloted, said the service had been very successful.
"We raised more in the first week that the shop's ever done in a week since it opened six years ago.
"Personal shoppers at Oxfam are volunteers and don't gain anything personally themselves so customers know they are getting honest advice - and I think that's what people like about it," said Mr Thacker.