In business school they teach us the importance of demographics- how old the target consumer is, what’s their income, their education, etcetera. The truth is that in the fashion industry they just become numbers without reason. Is it more fitting to dress a body by age oversize? How many times have you bought something that you knew you couldn’t afford, but you still managed to justify it? How does that fit in a demographics?
While I got descent grades in school, the comment box on my report cards always had a note listing my “bad” traits that teachers often sent me to the principles office for. Doesn’t like to share. Sharing is over rated and something that doesn’t apply in real life and teaches us, dare I say? To be submissive.
Just before “Black Friday” the emails, postcards, and social media postings reminding everyone to shop local, shop small businesses, and shop on small business Saturday started to arrive. Some added shady statistics about saving US jobs and the boost to the local economy, all meant to guilt us into shopping. That strategy doesn’t put anyone in the mood to shop. On top of this, not one independent retailer gave me a good reason to shop with them.
There is a lot of talk about how the internet is killing retail. One of the ways is through “showrooming”; showrooming is when the consumer uses a retail store to touch, feel and try on the product, then purchase the product online.
When launching a brand, designers spend a great deal of time, money and energy developing a concept and producing a collection. Sometimes without giving any thought on how the sales will be made. Sales are probably the last 10% of the formula and without it, all you have is an concept and some overpriced clothing ( hope you made them in your size). Sales is the success of any brand. Sure you can have a cult following, an underground assembly of elitist fashion snobs that beg for your next collection, but that doesn’t pay the rent.
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