When it comes to designing a fashion collection, I believe in starting at the end. Yes, you heard that right! Forget everything you know about beginnings. We're beginning at the end! Start where your masterpiece will eventually end up—your customer’s closet.
Who's Wearing Your Designs?
Imagine your designs hanging in someone’s closet. Who is this person? What makes them tick? Are they the type who’d spend their weekends at an art gallery or the kind who’d rather be surfing on a beach? Perhaps they’re doing both but need the right outfit for each. Whether your muse is a bustling city dweller or a laid-back suburbanite, understanding them is your golden ticket to success.
Think of this customer as your fashion soulmate. You’ve got to know them like you know the lyrics to Beyoncé's "Single Ladies"—by heart and with enthusiasm. The more detailed you get, the better. What’s their favorite coffee order? Do they Instagram their brunch? Get inside their head and, more importantly, their closet.
Wallets, Worth, and Wardrobes
Once you’ve visualized your customer, it's time to talk money. After all, a runway dream without a budget is just a runway dream. How much is your customer willing to spend on the product you have in mind? Designing for a high-end market is vastly different from crafting a collection for the fast-fashion crowd (maybe just don't. There is enough junk fashion filling up landfills all over the globe). Remember, you want your designs not only to appeal but to be attainable for your target audience. So, make sure your price point aligns with your customer’s wallet, not just their desires.
Color Me Intrigued
Now, let's chat about color palettes, fabrics, prints, and patterns. What hues make your customer’s heart flutter? Are they a minimalist who gravitates towards neutral tones, or do they have a penchant for vibrant patterns and Dopamine Dressing? Dive deep into their psyche and pinpoint what colors, textures, and materials would make them say, “I need that in my life!”
Consider the context in which they will wear your creations. Will your designs be making an appearance at brunch with friends, at a glamorous evening event, or in the everyday hustle and bustle of their lives? Each scenario will dictate different design choices that align with your customer’s lifestyle.
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The Why and How
Why is this approach important, you ask? Because designing with the end in mind ensures your creations don't just hang on racks but make their way into homes, onto streets, and into the lives of real people. It’s the difference between a design that gets an approving nod and one that prompts someone to whip out their credit card.
How do you do it? Start by crafting a customer persona—a detailed profile of your ideal customer. Conduct surveys, engage in social media stalking (the ethical kind, of course), and get feedback from real-life customers. Immerse yourself in their world to truly understand their wants, needs, and fashion dreams.
Conclusion
So, fellow designers, next time you sit down with a sketchpad and a fresh cup of coffee, remember to start at the end. Think of your design’s final destination and who will be lucky enough to own it. In the world of fashion, understanding your customer isn’t just part of the process—it’s the process. Embrace it, and watch your designs come to life in the closets of your dreams. Happy designing!
Connie Bourgeois
Connie Bourgeois founded Conjetta Designs with the belief that investing in young talent is crucial for the next generation of designers to succeed and prosper. By sharing her extensive knowledge of design, development, sourcing, logistics, merchandising, and brand building, with both her team and her clients, Connie fosters an environment of collaboration, innovation and growth.
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