Whether you’re just starting out or your label is well established within the market, it’s important that you are always responding to your market’s needs.
Before I even start the design process, it is paramount that I have a clear understanding of my client’s customer. An early indicator of my client’s success is how easily they can articulate their customer profile. Trend forecasting and analysis isn’t something that happens before the design process begins, it is on going and integral in keeping up with the market.
If you’re a Start Up label be sure to do your research; check out what like brands are doing and how they interact with their customers. Try and figure out how your product will best be presented to them. Undoubtedly, you have a vision for your brand and your product, you have already found the gap within the market. Now to ensure your product fully responds to your specific customer profiles.
If you’re an established label, you’ve already gone through this process and you understand your customer well. Now, you’re keeping them interested in your brand by ensuring you’re providing them with the product they want. Your research seeks to understand the future trends your customer will follow. Through sales analysis and customer feedback, you can evolve your collection accordingly, introducing new product amongst a collection of familiar yet updated styles.
How do I conduct my research, then translate that through my designs?
My services are tailored in order to better assist labels that have their own set of goals and targets. I keep up to date with social and fashion trends in a general sense, however, I redirect my research for each client focussing on their competitors, other aspirational labels and the behaviours of their target market specifically.
Who are they? Where are they wearing their clothing and accessories and how? What activities are they doing in these designs?
I personify each customer, then design with intention. Will this make them feel great? Will it function with purpose? Is the style meeting their needs? I focus on details that may not be noticeable at first. I source fabric that is practical, not only from a design and manufacturing perspective, but also ensuring it meets your costing budget and reflects your retail price.
And finally, each design must be relevant within the collection, they all must talk to one another and showcase the brand in it’s entirety. Each piece must have a reason for being there.
Designing is a process that begins with understanding. There is an empathetic quality to good design where you are literally putting yourself in their shoes.
Try to be closer to knowing.