You may or may not know that I do have a little love affair with fashion. Well, being that I was a Manager for Wet Seal for seven years and then went on to work for Nordstrom - it’s no surprise that the fashion industry is in my blood. So, when I find another customer service blogger (whom I admire, by the way) talking about the fashion industry - well, I get a little excited…
Susan Abbott of Customer Experience Crossroads has a Q&A session about co-creation and fashion brands. If there’s any industry out there that should be co-creating with consumers, it’s the fashion industry. Imagine being able to work with Isaac Mizrahi and letting him know what you do and don’t like about his designs for Target -- then being able to offer your input as to what you feel would be great styles to create.
Fashion is a very subjective industry in that everyone has their own sense of style. However, if you are a fashion house, I feel that it’s important to connect with your core customer in order to find out what they’re wearing on a day-to-day basis and what compels them to buy a certain item. With fashion changing minute-by-minute (literally!) you want to make sure the bulk of your collection is something that people are going to buy and not end up on the sale rack next week - which happens quite a bit. But it doesn’t have to be that way if you know exactly what your customers want. What better way to know than to co-create with them?
By the way, Isaac, if you're reading this...Can you make this jacket in white as well?
... "important to connect with your core customer in order to find out what they’re wearing on a day-to-day basis".
If only more companies did this. What a great piece of advice.
Posted by: SusanA | April 9, 2007 7:24 AM | Permalink to Comment