We’ve come a long, long way from hotel shops as just a place for guests to buy needed or forgotten toiletries and beach items. The first major change was the advent of shops with curated fashion and jewelry that made a statement about guests’ style and budget as in what would a Peninsula Hotel guest wear? A “W” hotel guest? Later came fashion exclusively designed for the hotel or resort that made a statement about pedigree and the kind of company the resort keeps (as in Christian Louboutin’s espadrilles for One and Only Palmilla). For the Clinton Hotel in South Beach we came up with the idea of a room service lingerie menu which fit in with our positioning of the hotel being sensual, seductive, with a French touch. Or for the former Regent Bal Harbour, we offered a fashion emergency button on a mobile phone where guests could dial up a dress or suit for the evening from Neiman Marcus. Now, according to the New York Times, the St.Regis Bal Harbour Resort in Miami Beach has taken this to the next level. When guests check into the hotel they find a closet stocked with clothing that personal shoppers have chosen with them in mind. The clothing is selected by a shopping team at Neiman Marcus based on an online questionnaire guests fill out specifying their favorite style icons such as the “Mad Men” character Betty Draper. The James Hotel in New York offers something similar: guests find a box of accessories by New York designers chosen by celebrity stylist Mimi Lombardo. And payment? If an item is missing, it’s considered a purchase.